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3-2019

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.

SABMiller brews faster growth in Latin America with soft drinks

SABMiller Plc (SAB.L) is brewing strong growth in pockets of Latin America with non-alcoholic malt drinks that expand the beer maker's target audience beyond adults and mark baby steps into a soft drink market dominated by Coca-Cola (KO.N) and PepsiCo (PEP.N).

Malt drinks, which look like cola but have a strong bready character, have been popular in Colombia and Venezuela for ages, but are catching on quickly in other Latin American markets, even as consumer spending is crimped in some markets by economic weakness.

SABMiller, the No. 2 brewer worldwide but No. 3 in Latin America, is also exploring complementary products like shandies and ciders, which are gaining popularity in the United States, as it navigates an economy that is still growing, but less than before.

"It's not that we're running off to other beverage categories. The core of our growth opportunity is beer," said Karl Lippert, president of SABMiller Latin America, in an interview last week at his new Miami office. But malt, he said, is "a lovely business".

"It's entirely complementary to the beer business because you make the wort as if you're making beer and then you finish off the product without the fermentation process," Lippert said of the liquid extract made from ground malt and grain. "It's quite a unique phenomenon."

Other brewers, including the region's No. 1 and No. 2 players, Anheuser-Busch InBev (ABI.BR) and Heineken (HEIN.AS), respectively, also sell malt drinks, which are more easily made by brewers than traditional soft drink makers since they are made from the same liquid as beer, just bottled before fermentation turns sugar to alcohol.

SAB's most established malt market is Colombia, where its Pony Malta has been a staple for over 50 years. It is the nation's second-largest soft drink, with market share of around 9 percent, Lippert said. SABMiller also sells Pony in Ecuador, ActiMalta in Honduras and El Salvador, Malta Vigor in Panama and Maltin Power in Peru.

The drinks are popular with mothers and children, since they have various nutrients and are viewed as healthy. They are also popular with construction workers who often use them as meal replacements, he said.

Malt drinks account for about 3.4 million hectoliters, or about 6 percent, of the volume SABMiller sells in Latin America, Lipper said. He expects to reach 5 million hectoliters in the next three years.

That implies growth of about 50 percent, which will far outpace that of beer. In the six months ended September 30, SABMiller's sales of lager in Latin American rose 4 percent.

The company also recently launched Maltizz in Colombia, which has a light straw color and is meant to be lighter and more refreshing than traditional malts. Lippert said Maltizz, which tastes like a cross between a Pony Malta and a lemon-lime soda, is so far performing well.

Malt is also very popular in Venezuela, where it is made by Empresas Polar. Other brands made by rivals are sold in the Dominican Republic, Costa Rica and Puerto Rico. They can also be found in some U.S. cities including Miami and New York.

SABMiller also sells about 500,000 hectoliters of malt drinks in Africa, where it introduced them in 2010.

COOKING AT HOME

Overall, London-based SABMiller is more focused on growing organically, with its own development, rather than moving into new markets through acquisitions.

"We think we have significant potential to grow in our existing markets because consumption in our markets is relatively low," said Lippert in a 34th-floor conference room overlooking Biscayne Bay.

AB InBev controls more than half of the Latin American market, helped by a big presence in Brazil. It also plans to buy the half of Mexican brewer Grupo Modelo (GMODELOC.MX) that it does not already own. Heineken has nearly 16 percent of the market, since buying the beer division of Mexico's Femsa (FMSAUBD.MX) in 2010.

Brazil and Mexico together account for some two-thirds of the Latin American beer market, Lippert said.

The remaining third is where SABMiller plays, deriving its 14 percent of the Latin American beer market through leading positions in the smaller nations of Colombia, Peru, Ecuador, Panama, Honduras and El Salvador.

Aside from beer, SABMiller sells Coca-Cola (KO.N) drinks in Honduras and El Salvador and PepsiCo (PEP.N) drinks in Panama, giving it access to bottled water, juices and iced teas.

Within soft drinks, Coca-Cola is the region's leader, with nearly 36 percent of the market, according to Euromonitor International. PepsiCo is second with 12 percent, while France's Danone (DANO.PA) is third with 11 percent.

Some beer markets not already dominated by another international player are Belize, Costa Rica, Guatemala, Nicaragua and Venezuela, Lippert said. He did not rule out acquisitions by SABMiller but said some of those markets were either too small or too volatile.

"Business is not just about buying things," Lippert said. "You also have to cook at home."

15 Ноя. 2012

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