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. ...
Light Beer Fights for Life as Craft Brews Invade Shelves
McBrien was sketching out plans to resurrect light beer, a $50 billion market battling to stay relevant as makers of craft beer, wine and spirits increasingly steal customers from Molson Coors Brewing Co. (TAP), SABMiller Plc (SAB) and Anheuser-Busch Inbev NV. (ABI)
Light beer is ceding ground as cabernet-loving baby boomers and millennials weaned on exotic cocktails seek more complex flavors in their brews. High unemployment among light beer drinkers also has prompted some to drink less or switch to cheaper brews. In a bid to return the froth to light beer, the U.S. joint venture between Molson Coors and SABMiller last week unveiled new advertising for a key brand, Miller Lite.
If the companies can’t revive the brand, “we’ve got big trouble ahead of us,” said Bump Williams, whose Stratford, Connecticut-based BWC Co. advises more than 100 beer retailers and distributors. “Light beer has become a commodity.”
The new Miller Lite ads will revive the brewer’s classic tagline, “It’s Miller Time.” Aimed at men in their 20s and 30s, the campaign will tone down outdated talk of carbs and calories in favor of a “brewed for brotherhood” theme. The brand will spend 50 percent more on media during the crucial summer selling season.
“Miller Time is all about real friends getting together over a real beer,” MillerCoors Chief Marketing Officer Andy England said in an interview. “We’re going to articulate that with a kind of Midwestern grit that can only come from Miller Lite.”
Light beer, an American invention, took hold in 1975, when Miller Brewing Co. became the first to distribute a low-calorie beer nationwide. Now four of the five best-selling suds in the U.S. are light beers, including Leuven, Belgium-based Anheuser’s Bud Light and MillerCoors’ Coors Light.
Still, as consumers turn to more exciting alternatives, U.S. beer sales volumes have dropped for three straight years, including a 1.5 percent decline in 2011, according to the Beverage Information Group, a Norwalk, Connecticut-based researcher. Coors Light -- the only Top 5 U.S. beer still growing -- posted a 1 percent increase last year, the same as in 2010.
The shift has retailers stocking more wine and spirits. Beer lost 2.3 share points of display space during the past five years as spirits and wine gained, according to Nick Lake, senior director of category management for Heineken NV (HEIA) in the U.S. in Atlanta, who cited Nielsen data.
“Our competition has convinced retailers that their categories are providing more value and have more relevance with the consumer,” Lake said at an industry conference hosted last month by Beer Business Daily in San Diego.
Miller Lite has always sought broad appeal, with early television ads featuring athletes pitching the brew as “Everything You always Wanted in a Beer. And Less.” New York Yankees baseball legends George Steinbrenner and Billy Martin later argued over whether it was better to say the beer “tastes great” or was “less filling.”
By the mid-2000s, craft beer’s rise made it harder for light beers to make a case for taste. They tried anyway. In 2008, Miller Lite brought back the “Great Taste, Less Filling” idea in its advertising amid falling sales. Anheuser-Busch went with the tagline “Drinkability,” a brewer’s term used to describe beer that goes down easy.
The following year, Miller Lite advertised itself as “triple hops brewed for great pilsner taste,” as more Americans discovered more heavily hopped craft beers such as New Belgium Brewing Co.’s Fat Tire. Miller followed that up with its “Taste Greatness” campaign. Sales didn’t recover.
Coors Light has grown while largely staying away from taste claims, focusing instead on what it calls “Rocky Mountain Cold refreshment.” Coors Light used special ink on cans to show when the beer was at its optimal temperature.
The industry also has attempted to juice sales with packaging innovations, such as wide-mouth screw top cans, aluminum bottles and wide-mouthed vented cans. Now Anheuser is turning to higher alcohol content with the January introduction of Bud Light Platinum, featuring 6 percent alcohol, compared with 4.2 percent for regular Bud Light.
Miller Lite will ship new cans by Labor Day that have darker, more masculine blue graphics. Other cans will have a perforated second opening that will have to be punched out with a tool of the drinker’s choice, because millennial guys “like to tinker,” England said. The opening will allow the beer to flow more like a glass, he said.
Miller Lite focused on its buddy theme after research revealed that sociability was high on beer drinkers’ minds. England said the campaign will go beyond Bud Light’s more generic “here we go” advertising, by focusing on close friends, not just acquaintances.
“We’re going to kill it,” England said. “Obviously, I’d like to see some immediate results, but what’s more important is sustainable improvement.”
28 Мар. 2012