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. ...
Carlsberg’s turnaround plan in Russia bears fruit
Like other big brewers, Carlsberg is relying on emerging markets and price rises to offset sluggish demand in western Europe and stiff competition in mature markets.
But its leading position in Russia has been hampered by a government drive aimed at curbing alcohol abuse, with measures taken including excise tax increases and a ban on advertising in all media, including the internet.
The world's fourth-largest brewer said on Wednesday its share of Russia's beer market, where its brands include top-seller Baltika and Tuborg, rose to 38.9 percent in the third quarter from 37.9 percent in April-June.
Its Russian beer sales rose about two percent, contrasting with a 2-3 percent fall in the market overall.
"We are seeing clear signs that we are on the right track in Russia," chief executive Jorgen Buhl Rasmussen told analysts.
A year ago, Carlsberg replaced the head of Russian division Baltika Breweries to address slowing sales.
It has increased its focus on best-selling brands, cutting out those which have not sold well, and taken a more targeted approach to marketing in a country which is seeing a shift from small, local stores to large supermarkets.
"The market share data for the third quarter is an indication that these initiatives are starting to bear fruit," Rasmussen said.
A BATTLE FOR GIANTS
With the improvement in the third quarter, Carlsberg has increased its market share in Russia for three consecutive quarters following a string of declines.
Rivals including Anadolu Efes (AEFES.IS), which is owned by world No. 2 SABMiller (SAB.L), and Dutch group Heineken (HEIN.AS) lost market share in the quarter, while Anheuser-Busch InBev (ABI.BR) held its ground, Carlsberg said.
Carlsberg shares were up 3.8 percent at 537.5 Danish crowns by 1250 GMT, one of the biggest rises by a European blue-chip stock .FTEU3.
"The result is particularly positive in Russia," said Sydbank analyst Morten Imsgard. "I see this as a sign that they are in control of the Russian business."
Group operating profit rose almost 10 percent to 3.6 billion crowns ($618 million) in the quarter, compared with a forecast for 3.72 billion crowns in a Reuters poll. Sales grew to 18.8 billion crowns against a forecast 18.6 billion.
Eastern Europe and Asian sales cushioned continued sluggish demand in western Europe, where sales contributed 55 percent of total group revenue while eastern Europe made up 32 percent.
"The positive is that they grew in Russia in the third quarter," Alm Brand analyst Stig Nymann said.
Carlsberg kept its 2012 outlook for operating profit before one-off items to be at the same level as in 2011 when it reached 9.82 billion crowns.
($1 = 5.8276 Danish crowns) (Editing by Dan Lalor and Mark Potter)
13 Ноя. 2012