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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.

Ukraine. Genuine Draught beer with Baltika

Since the middle of January 2013 in Ukrainian stores a new beer will appear — Baltika Razlivnoe (Draught). This is a bar beer taste that will be represented in an original glass bottle of 0,44 l in points of sale all over the country. The first pouring of Baltika Razlivnoe was done in late December 2012 at the Kyiv brewery of Carlsberg Ukraine.

Baltika Razlivnoe is a light lager with the strength of 5,3% and density of 12%. The new beer has a mild and really fresh taste and is easily drinkable. Another feature of Baltika Razlivnoe is a thick dense froth as the normal keg beer has. The price for the new Baltika type in Ukrainian points of sale shall be about 7 UAH.

The beer Baltika Razlivnoe is brewed according to the special recipe using a complex hopping technology that requires adding several kinds of hop products at different stages of production. The aromatic hop is added in two steps — at the beginning and at the end of wort boiling, and at the second stage it is added during beer filtration.

Baltika Razlivnoe first appeared in Ukrainian stores in August this year. This was the first batch of the product imported from Russia.

The new draught beer has a peculiar taste and flavor. Sometimes people really want to enjoy exactly this bar beer kind at home. Baltika offers such a possibility to Ukrainian consumers launching a new premium beer type — Baltika Razlivnoe.

At the moment in Ukraine the portfolio of the brand Baltika includes four types: Baltika 0 Non-Alcoholic, Baltika №3 Classic, Baltika №7 Export and Baltika №9 Strong.

AC Nielsen states that in September 2012 according to the results of the first 9 months of the current year the brand share in the premium segment was 26% by volume and 28% by value.

Dmitriy Chaban, the Marketing Manager of the company Carlsberg Ukraine:“A new type of Baltika is created in order to offer beer admirers a chance to savor the genuine taste of the draught beverage wherever they like rather than in a bar only. Baltika Razlivnoe means a rich, genuine taste of bar pastime you might enjoy at home”.

25 Дек. 2012



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