The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms. The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
Beer market of Kazakhstan acquired both traits of East European countries and South Eastern Asia taking a transitional position between them by many criteria and consumption style. Yet there is a positive trend in beer production which differs Kazakhstan from most of the neighboring countries. The market has remained consolidated in the hands of two international players because of its small size. However, it faces dynamic processes such as fast growth of draft beer sales, up and downs of regional companies and Carlsberg Group’s ultimate expansion. Excessive mainstream segment has declined over the recent years, yet, Zhigulevskoe and national brands with regional links have yielded their positions to a range of new products. In our review special attention was paid to regional analysis of the markets. In 14 regions of Kazakhstan we compared the companies’ positions, the market price segmentation and DIOT channel development. Besides we have compared the beer market of Kazakhstan to neighboring countries. ...
Cider Seen as Next ‘Craft’ Brew as Sales Climb 25% This Year
Cider is still a tiny fraction of the alcohol category and is not about to threaten beer, wine or spirits for booze dominance. But while mainstream beer brands are declining, cider is growing at a furious pace, drawing premium prices, coveted women drinkers and even more male fans attracted to bold flavors. Category sales were up 25% in the year ending Oct. 30, to $49.6 million, according to SymphonyIRI, which tracks grocery sales excluding those at Walmart and liquor stores.
But curiously, it's a trend the big boys seem to be missing, at least for the moment. Brewing giants MillerCoors and Anheuser-Busch InBev do not have cider brands in the U.S., although both seem to be keeping a watchful eye on the category. AB InBev, for instance, launched a cider brand in the U.K. earlier this year called Stella Artois Cidre (pronounced "see-dra") that would seem to be a logical brand extension for Stella in the U.S. SABMiller, which owns 58% of U.S.-based MillerCoors, sells only one cider, a brand called Sarita, in South Africa. Cider is "a category we're watching with interest," said a MillerCoors spokesman.
For now, the biggest stateside cider player is a privately held company operating out of tiny Middlebury, Vt., called Vermont Hard Cider Co. The marketer said it controls an estimated 60% of the cider market with several brands, including category leader Woodchuck, which has a 47% share and whose sales grew 37%, to $23.5 million in the 52 weeks ending Oct. 30, according to SymphonyIRI. The company also has the No. 4 brand, Wyder's, and imports two brands owned by Heineken International: Strongbow (No. 3) and Woodpecker (No. 15).
Just like craft beer, hard-cider brands rely on grass-roots marketing that draws consumers seeking new taste experiences, natural ingredients and authentic brand stories. And while cider used to skew to women, more men are drinking it. Vermont Hard Cider says its customer base is now 50% male, with the average drinker between the ages of 21 and 30.
"People used to feel it was just a sweet product. Now it's a lot more complex," said Vermont Hard Cider President-CEO Bret Williams. "We're doing new things and pushing the envelope, and that's bringing in the men." Woodchuck's latest offering, Farmhouse Select Series, is made from Vermont apples and premium Belgian beer yeast. And just like craft beer, it is plugged as a perfect food pairing with cheeses and pork dishes.
The biggest U.S. brewer in the category is craft-beer pioneer Boston Beer Co., maker of Sam Adams, which sells a cider brand called Hardcore, whose sales jumped 21% in the year ending Oct. 30, and a new offering named Angry Orchard. Meantime, European cider giant C&C Group is upping its U.S. game, and recently bought the No. 2-ranked Hornsby's brand from E. & J. Gallo Winery. C&C plans to use Hornsby's strong West Coast distribution to grow its Irish import Magners, whose base is on the East Coast, said spokesman Robert Ballantyne.
Hard cider's U.S. heritage goes as far back as John Adams, who was said to down a tankard every morning to prevent gas. But in the modern era, cider has never broken through in the mass market. While growing fast, it still accounts for only 0.2% of the combined beer and cider market in the U.S., compared with 17% in the U.K. and 12% in Ireland, Nomura Equity Research stated in a recent report.
So why would global brewers even consider moving into such a small category? For one, cider has good margins. It is priced at an average of $35 a case, more than other premium offerings, such as $33 for craft beer and $29 for imported beer, according to Nomura. Also, cider attracts women drinkers. "Whereas 80% of beer companies' consumers are male, cider is gender-neutral, opening up a market in which beer players have struggled," Nomura said.
29 Ноя. 2011