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. ...
Heineken, Carlsberg ratings will survive French beer tax: Moody’s Investment Service
On December 13, the French Constitutional Court (Conseil Constitutionnel) rubber-stamped government plans to raise beer excise duty by 160% from January 1, senior analyst at Moody’s Investor’s Service, Yasmina Serghini-Douvin, noted in a sector comment.
As of January 2013, the standard excise duty rate for beer in France will jump 160% to €7.2 ($9.56) per hectoliter/degree of alcohol of finished product (from €2.75 in 2012) for breweries with a yearly production exceeding 200,000 hectoliters. Serghini-Douvin wrote.
“French market leader Heineken, with an estimated market share (in volume) of approximately 32.4% and Carlsberg Breweries, with 29.1%, are likely to bear the brunt of the proposed tax hike,” she added.
Operational weakness risk
But the analyst said that the French tax hike would not affect Moody’s ratings for the brewing giants – Heineken: Baa1, Carlsberg: Baa2 – because they continued to focus on generating cash flow and diversification.
Heineken’s recent acquisition of Asia Pacific Beverages (APB), in particular, would reduce its Western European net sales exposure from 45% to 41%, Serghini-Douvin observed
That said, she warned that Heineken’s credit metrics would deviate from targets set out for the Baa1 rating category: debt/EBITSA of below 3.0x and retained cash flow (RCF)/net debt in the low to mid-20s in percentage terms.
Similarly, Carlsberg’s credit metrics had deteriorated since 2011 driven by weak performance in Eastern Europe, the analyst said; the firm had RCF/net debt of 23.3% in 2011, while debt/EBITDA was 3.1x “above level deemed appropriate for its rating category”.
“The above metrics leave these companies in a somewhat more vulnerable position to cope with operational weakness,” Serghini-Douvin said, “driven by a challenging macroeconomic and fiscal climate across Europe and an uncertain input cost environment.
Retail price hikes of 15-20%
The analyst said that, as a result of the tax increase, Moody’s expected beer sold in supermarkets (the bulk of volumes sold in France) to see much steeper price rises than drinks sold via on-premise channels, because beer duty was based on volumes, not prices.
Moody’s expected Brewers to pass on the higher tax to consumers, Serghini-Douvin said, with Carlsberg and Heineken estimating price increases of 15% to 20%. the analyst wrote.
The threat to beer volumes was compounded by French plans to raise standard VAT to 20% from 19.6% and its reduced rate (in restaurants, for instance) from 7% to 10%, she added.
Worse still, beer volumes in France had fallen in recent years, Moody’s noted, prompting Heineken to focus on its premium portfolio (including its eponymous brand) and push brands such as Desperados and Pelforth in the on trade.
Kronenbourg losing ground
The premium category gained share in recent years as a result, Moody’s said, while Carlsberg also reported market share improvements in 2011, particularly in the on-trade channel.
“However, the company has suffered from the steady decline in the mainstream category where its popular Kronenbourg brand has been losing ground. To boost market share and growth, Carlsberg announced restructuring efforts in the country.”
Beer taxes had risen across Europe in recent years as governments tried to curb national deficits, Moody’s said, with Holland’s recent hike, and measures planned in Italy and Finland.
“Overall, we believe that brewers most exposed to Europe will continue their cost-cutting efforts in order to preserve their margins in the region in 2013,” Serghini-Douvin wrote.
“However, we remain concerned that cost-cutting might not prove sufficient to mitigate weak demand in light of largely unfavorable trading conditions across most European countries, driven by austerity measures, higher taxes and still high unemployment rates.”
20 Дек. 2012