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. ...
US. Brewers tap creativity to boost sales
It’s no secret that beer sales are slipping, especially sales of the traditional light American lagers that are the stock-in-trade of Anheuser-Busch and MillerCoors. Both companies saw U.S. sales fall more than 3 percent last year, while wine and liquor continued to grow. Combined, wine and spirits now make up 46 percent of the U.S. alcohol market, up from less than 41 percent in 2000.
“Someone else is eating our lunch in the alcohol space,” Molson Coors Chief Executive Peter Swinburn told analysts last week.
Now the big boys are pushing back with a new round of flavored beverages that, while malt-based like beer, in some ways have more in common with cocktails.
Coors last week announced it will launch a new iced-tea flavored brew, first in Canada and then potentially the U.S. Sam Adams parent Boston Beer Co. plans to roll out its Twisted Tea in 15 more states this year. (It’s in 35 states now.) MillerCoors last month bought Crispin, the nation’s third-biggest brewer of hard cider.
And Anheuser-Busch is planning an April rollout for Bud Lite Lime-A-Rita, a margarita-inspired beer that will build off 4-year-old Bud Light Lime. After that will come seasonal launches of Michelob Ultra Light Cider, which Anheuser-Busch hopes will broaden the growing cider market, and pint cans of Ultra 19th Hole, a tea-and-lemonade-flavored brew modeled after the Arnold Palmer drink.
“It’ll be easy to drink in the summertime,” said Pat McGauley, Anheuser- Busch’s vice president of innovation. “It fits well under the Michelob Ultra nameplate.”
Unlike Miller’s Crispin purchase, for instance, all three of Anheuser- Busch’s new brews build on existing brands — Bud Light and the steadily growing Michelob Ultra. That helps with name recognition, McGauley said, and creates “an expectation of quality.”
At the same time it helps to keep those brands in line with changing tastes, said Paul Chibe, Anheuser- Busch’s vice president of marketing.
“Many consumers want more flavor. They want sweeter,” Chibe said. “Being where consumer preferences are is really important.”
The new brews come on the heels of the February launch of Bud Light Platinum. The blue-bottled version of Bud Light has more alcohol and a sweeter taste profile, and is designed to compete more directly with spirits. It has started strong, the company says, claiming more than 1 percent of all beer sales in its first month amid heavy marketing.
These extensions make sense for Anheuser-Busch InBev, said Benj Steinman, publisher of the trade newsletter Beer Marketer’s Insights. The integration of Anheuser-Busch and InBev is complete, and now the
brewer is focused on growing revenue.
“Part of that is by ramping up innovation,” Steinman said. “They have what I’d characterize as a robust pipeline. They’re coming at the market in a lot of different directions.”
Of course, we’ve been here before. Remember Zima?
Coors launched the original “malternative” to much fanfare in 1993, and Zima made a dent in the U.S. beer market before winning the mockery of late-night comics and gradually fading into obscurity. It was discontinued in 2008. Anheuser- Busch’s Tequiza, made with agave nectar and a hint of lime, met a similar fate, minus the mockery, before being largely replaced by Bud Light Lime.
Then, in the early 2000s, a new round took off, led by Mike’s Hard Lemonade and Smirnoff Ice. Anheuser-Busch partnered with Bacardi on the rum-flavored Bacardi Silver. They’ve carved a niche. Last year, flavored malt beverages (FMBs) made up 2.4 percent of beer sales, according to Beer Marketer’s Insights. Now the sector is heating up again as a new generation experiments with different tastes.
That means new drinks, and lots of them.
“The [FMB] segment is very fickle. Brands switch around a lot,” Steinman said. “You have to have new products more often in FMBs than in other segments, really.”
16 Мар. 2012