Dmitry Nekrasov’s Philosophy — on the Past, Present and Future of Ukrainian Brewing IndustryA meeting with Dmitry Nekrasov always turns into a training course: “Introduction to brewing business“. We are talking to a clever “playing trainer“ a person that can be called a godfather of the Ukrainian craft. He has a dozen of successful projects to his name. Dmitry told us about craft beer in Ukraine, on market cycles, on specifity of operating in retail and HoReCa, on union of Ukrainian brewers and certainly, how a brewery of his own, First Dnipro Brewery is doing.
The market of import beer in Russia: review and databasesThe market of import beer is rapidly growing and changing. But while in the past years it was growing due to brands variety, in 2019 major and affordable brands from TOP-10 were developing actively. It seems that the fact of a brand origin from far abroad counties, even if it is not well known but has moderate price and good distribution provides for million liters of sales in the territory of Russia. Among distributors AB InBev Efes was far behind, yet the role of Baltika and suppliers of the second row got more important. The boom of German brands was followed by stagnation of import from other traditional regions (and Belarus) instead the supplies from Mexico, Lithuania and Asian countries grew considerably.
Russia: Positions of Brewing CompaniesThe 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 brandsIn 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 2019During 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.
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. ...
Would some of the best selling beers be as global a success if they were advertised less?
One brewery that I want to look at is Guinness, a brand that is recognised worldwide.
In the early days of Guinness there was no advertising used, people would find out about the product through word of mouth. However, sales began to fall in Guinness by the 1930’s so they decided to try actively promoting the great product they had on offer.
Now most recognisably Guinness is known for its harp logo, this was always a brand logo for Guinness and was, I suppose, where the advertising began, however the place where I want to start is with advertisements that were used in the 1930s to 40s.
In this period Guinness decided to promote it’s apparent health benefits.
Slogans like “Guinness for strength” and “Guinness is Good for you” are only to name a couple, but the angle was that drinking Guinness in some way improved your health. This worked wonders and sales started to pick up rapidly.
The iconic posters designed to promote these new slogans always contained an animal of some kind, be it a kangaroo, an ostrich, or most famously a Toucan. The toucan became a huge figure of the Guinness brand and this was originally designed by Dorothy L Sayers.
The advertising of Guinness continued like this for many years up until the 1970’s and 80’s. This is when television advertising came in and for me is one of the most successful things about the Guinness brand. Their adverts are always creative and have been something that I have always loved Guinness for, not to mention the amount this continues to help with Guinness sales figures.
There have been so many Guinness adverts over the years from the anticipation campaign with Joe McKinney’s dancing to the “Dot” advert, through to the Surfer in 1999, which looks at a surfer riding some waves while he is being photographed from the shore line. This advert was highly regarded and named best TV commercial of all time.
For me one of the best Guinness adverts has to be NoitulovE (“evolution” backwards). This featured a man having a drink of Guinness and then the advert starts to run in reverse with a de-evolution going on, finishing up with a mud skipper taking a sip from some dirty water and expressing its disgust.
This was such a hit that there were spin offs done for Guinness extra cold that featured the mud skippers tongue being frozen in ice. This also brought about one of the best tag lines for Guinness in my eyes “Good things come to those who wait”. This was just a brilliant advert and made me want to go out there and buy some Guinness.
The relentless advertising campaigns of Guinness have really helped to show how successful a brand can be just by using good adverting. This is evident in the fact we now celebrate a national Guinness day “Arthurs Day” on the 22nd of September and raise a pint to Arthur at 17:59 the year that Guinness was first brewed.
Miller came up with an advertising slogan of “It’s Miller Time”.
In years past I would never have heard of Miller. It wouldn’t have been a beer that I would have thought of.
But “Miller Time” brought that mystery element and sense of community to drinking Miller. Their advert plays on the fact that everyone is to come together on a Friday Night and join in drinking a Miller and celebrate “Miller Time“.
I think this is also a very powerful advert and another example of how a beer that wasn’t that well known to me, grabbed my attention with its powerful advertising. This is a perfect example of how a company can use advertising to sell a beer.
Miller was founded in 1855 by Frederick Miller when he bought a small brewery by the name of the Plank-Road Brewery. Over the years Miller changed hands a few times and developed many products, one of the main products being its Miller Genuine Draft.
Originally this beer was marketed as Miller High Life Genuine Draft. But this proved to be unsuccessful, so the name was changed to just Miller Genuine Draft. The sales of Miller dropped by 51% between the years 2005 – 2010.
Until we come to the advertising of “Miller Time”, which has propelled the beer back into a recognised brand.
This to me shows just how the power of good advertising can help propel beers sales.
Small craft breweries, to me, show how beer sales could increase if the right advertising is used. The publicising of small craft breweries is essential in order for their beer sales to excel. A lot of craft beer is sold to craft beer fans and is publicised by word of mouth. If these breweries had the money that the bigger breweries have, then I really believe that beer sales of these craft beers would rise dramatically.
I believe that Guinness is a perfect example of how important an advertising campaign can be when it comes to beer sales and promoting a company. There has always been a slight taboo around advertising alcohol as you cannot be seen to be promoting people to drink, hence why the “Drink Responsibly” campaign came in, however Guinness promotes their product in such an effective manner that it is one of the most popular beers not only here in Ireland but also around the world.
The main question in this article is how much advertising needs to go into a product in order to make it successful and does a product only become successful due to its advertising?
I strongly believe that you may have the best beer in the world, but if no one knows about it then it’s not going to be a huge success until it’s advertised. The reason I have picked Guinness and Miller as examples, is to show how a brewery can go from a producer of a beer that wasn’t selling well and was being advertised by word of mouth to a worldwide company that distributes its beer globally and is a household name.
It would be great to hear from you all and your experiences of beer advertising over the years, your favourite adverts and posters.
30 Ноя. 2012