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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.

Heineken USA appoints new advertising agencies

Beer importer Heineken USA has appointed Zambezi and Edelman as the advertising agencies of record for Strongbow cider and Heineken Light as well as Amstel Light brands respectively.

Strongbow cider will join the Heineken USA portfolio from 1 January 2013, for which Heineken N.V. had partnered with the Vermont Hard Cider Company to distribute Strongbow in the US cider market.

As advertising agencies, Zambezi will further the brand growth of Strongbow in the US while Edelman will develop and implement public relations programs for the Heineken, Heineken Light and Amstel Light brands as well as manage general-market, Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations for Heineken in US.

Heineken USA portfolio brands marketing vice president Matt Kahn said, ''Zambezi will be responsible for developing all consumer advertising for the brand."

The company has also widened Wieden+Kennedy New York's services to manage all Hispanic above-the-line activations for Heineken and Heineken Light, which at present looks after general-market advertising and social media channels management.

Heineken marketing vice president Colin Westcott-Pitt said, "We're eager to engage Edelman's media relations expertise and deepen our global relationship with Wieden+Kennedy."

4 Дек. 2012

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