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Russia: Positions of Brewing Companies

The review contains an analysis of interim performance of brewers in the first half of 2019. There are rather dynamic changes behind a modest industry growth. Baltika is again experiencing a stage of volumes and market share slid due to competition with AB InBev Efes. Because of the price competition and presence expansion in the modern trade company #2. has come close to the leading position. At the same time sales of Heineken Russia have continued growing which makes the premium part of the portfolio heavier. The market premiumization trend had been also confirmed by import brands. MBC and Zavod Trekhsosenskiy have been the most successful among federal market players. The market share of independent regional brewers and Ochakovo have continued falling as they are being squeezed out by the market leaders at their competitive fields.

Ukrainian beer market 2019: companies and brands

In 2019 beer production and market have been still fluctuating about zero point. However, the past season was successful for brewers judging by the sales profitability. The price mix has improved due to rapid general market premiumization, as well as its particular aspect, the growth of import beer sales. By the season end AB InBev Efes improved its positions considerably. It turned out that consumers had not forgot Efes brands that had to leave the market, but started to recover rapidly. Against the stagnating market that meant sales decline of other companies, in the first place Carlsberg Group that most of all beneficiated from Efes exiting the market. PPB turned out to be stable to branding activity of its competitor and Obolon kept the same volumes and at the moment it is the absolute leader of the economy segment. The share growth of independent producers took place thanks to leading craft breweries, that so far do not have a big market weight, but they are rapidly gaining it.

Brewing industry in Kazakhstan 2019

During the first half of 2019, the majority of Kazakh brewers made their contribution into positive dynamics. Yet it was companies of the lower division, not the two transnational leaders that raised their production and sales. The shares of draft beer and aluminum can which is rapidly squeezing glass bottle out of the market, have been growing. The price segmentation has remained stable despite the substantial rise of retail prices and fluctuations of brand market shares, while the borders between segments have become blurred. The main events in the industry have been: the announced revision of the beer excise policy, launch of BeerKhan brand in the strong beer segment, and most important – purchasing assets of Shymkentbeer by Arasan.

‘King’ can maker Rexam has high hopes for Russian 75cl move

Rexam has revealed that it will produce Europe’s first 75cl can, first launched onto the Russian and Eastern European markets at the end of 2011, and says the product also has promise further west.

Cans developed with client Baltika Breweries will be made at Rexam’s plant in Naro-Fominsk, Russia, and are designed for the beer market, although they are also suited to other drink varieties.

Craig Jones, General Director for Rexam Russia, said: “The 75cl can is the next logical step for beverage cans in Russia. We first introduced the 33cl can in Russia in 1998 and since then a majority of beers have moved to 50cl packaging, following a demand for a larger size beer packaging.”

Jones said that packaging group Rexam launched its first 1l ‘King’ can in 2007, but beer producers were now seeing demand for something a can between 50cl and 1l.

The 1l cans are also made at Naro-Fominsk, and Rexam said that existing lines there would be adapted slightly to produce the 75cl offering, made using the same manufacturing techniques.

We asked Rexam whether it thought such a large product had potential in Western Europe, and whether there was demand or interest in such sizes here?

Western European potential

Mark Bunker, sector communications manager at Rexam Beverage Can Europe and Asia told BeverageDaily.com: “Although the 75cl can has been created for the Russian market, to accommodate a demand for a size can between standard and the King can, we believe the 75cl can certainly has potential in Western Europe.

“The successful launch of our 1l can in Germany and Norway in 2011 is proof that there is a demand for all types of cans across the European market. “

1l cans first hit the Russian market in 2011, and Bunker said their popularity proved that consumers liked the option of a larger size, encouraging Rexam’s clients to release it in Germany and Norway.

New can sizes were popular right across Europe, Bunker added, with brand owners looking to differentiate packaging in a bid to drive sales in a competitive market.

As well as making a real impact at point of sale, 75cl and 1 litre cans also provided considerable surface space to display branding messages and provide an eye-catching design, he said.

Suitability beyond beer

Pressed as to whether he thought unwonted media or regulatory attention might deter drinks firms here from adopting such products, Bunker said:

“Rexam partners with its customers and suppliers to bring innovation to the market. In doing so, Rexam explores attitudes and behaviours across a wide variety of geographies and consumer groups whilst of course respecting and working within local, national and international regulations.”

The 75cl can was also suited to a wide range of other carbonated and non-carbonated beverages, Bunker said, which is available with all of Rexam’s value-added finishes.

Bunker said: “[It] can be used as a regular addition to a product range, or can be used as a limited edition or promotional can to make a real impact at point of sale.”

19 Янв. 2012



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