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. ...
SMB Marketers Need to Start Thinking Like Craft Breweries
In 2011, craft brewing saw growth of 13% by volume while overall U.S. beer sales were down an estimated 1.3% by volume. Not bad for a small business product!
This trend toward smaller craft breweries is part of a much larger shift in consumer tastes away from large corporations and impersonal products. Consumers are willing to pay more for products from companies they feel like they know — companies with a personality and a story.
This trend should be encouraging for small businesses. The SMB market is the alternative to the faceless corporations and has the ability to produce marketing that is genuine and has real personality; marketing consumers are craving. However, SMBs aren’t spending their time fighting off large corporations pretending to be small businesses. Many are spending most of their time mimicking and pretending to be a big business.
Seriously? Why are we so focused on being Bud Light when we are already something so much better? We are better than Bud Light!
Why are we so focused on being Bud Light when we are already something so much better?
SMB marketers are in a position to capitalize on the characteristics of their businesses that may have once been viewed as flaws. It’s time to step up and own these elements of SMBs and deliver marketing that consumers actually want.
Consumer tastes are changing quickly. Outbound marketing strategies are becoming a thing of the past as consumers become more and more desensitized to the messages pushed on them each day. Inbound marketing has become the new dominant strategy, with earned media and content strategies successfully building relationships and earning consumer trust. Large businesses are spending billions to make inbound work for them, but SMBs already have a huge head start.
SMBs don’t need to spend big to create personalities and a story for their brands the way big business does. The story is already there, SMBs just need to tell it! Share your struggles and success with your audience. Share your mission and what drives you. This honesty and authenticity will help to make your brand more trustworthy, and trust is the foundation of every relationship.
Big business marketing is pretty boring. They are working under tight guidelines and regulations. This is especially true when it comes to beer. How many ads can you really target at tailgaters? SMBs lack the budget for national ad spots and traditional media buys. This forces marketers to think outside the box.
SMBs are ideally set up to pursue new, exciting marketing ideas and tactics. You should be pushing the traditional boundaries, taking risks, and setting the trends for larger brands to follow. Before your next campaign, think about using a new channel or pursuing a new strategy that will differentiate you from the competition. The risks are lower and the rewards greater. Think bigger!
Anyone that has seen a local brewery grow into a successful business probably feels a connection to that brand. Small businesses have a story and a connection to their neighborhoods, cities, and states. When marketed well, consumers feel as if they know their community’s small businesses and share a connection.
This is a tremendous advantage SMBs have over their competition. Don’t be afraid to show your people and personality. Give your audience a look behind the scenes and showcase the people behind your brand. Take advantage of opportunities to participate in local events and causes. Although the short term gain of these events is limited, the long term relationships and connections are a significant advantage over larger companies.
The craft brewing movement is bravely breaking from the norm set by traditional larger breweries, and consumers have responded with overwhelming support. Craft breweries are standing up to big business and trying to be something different, something better. If their bold message, strong values, and devout followings are not enough to inspire your marketing, then their snowballing financial success should definitely get your attention!
Do you have any additional thoughts on craft brewing or SMB marketing? What’s your favorite craft brew? Let us know in the comments below!
11 Дек. 2012