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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.

Anheuser-Busch to unveil new beer at Super Bowl

For the second consecutive year, Anheuser-Busch InBev will serve up a new brew to Super Bowl viewers.

The beer giant will tout its just-out Budweiser Black Crown brand during the Feb. 3 Super Bowl XLVII. The new beer is scheduled to be on sale nationwide by Jan. 21.

Last year, A-B introduced another new brand, Bud Light Platinum, to the massive audience watching the Big Game.

"The Super Bowl really is the ideal venue to launch something new," says Budweiser Vice President Rob McCarthy, noting that Super Bowl viewers, expected to surpass 110 million, are engaged with the ads as they watch the game live.

Black Crown's recipe was picked from among six limited-edition beers that were created by Budweiser brewmasters earlier this year. Based on positive consumer feedback, A-B decided to take this formula national.

The new beer, a golden amber lager, is "a little bit darker and a little bit more flavorful" than the traditional Budweiser lager, says McCarthy.

With 6% alcohol by volume, Black Crown also has more alcohol content than traditional Budweiser's 5%. And the premium brew will be about 15% more expensive, McCarthy says.

A-B hopes to cater to variety-seeking Millennials with the new beer.

"This brand will appeal to a broad range of beer drinkers, but especially to 21-to-34-year-old, trend-setting-type consumers," says McCarthy.

In the Super Bowl ad, a brewmaster salutes a group of American beer drinkers seated at a table and also toasts the Black Crown brand.

The new brand may get more than one game ad. A-B shot two 30-second commercials with the same theme, but executives still are deciding whether to air one or two Black Crown ads in the game.

New brews, such as Bud Light Platinum and Budweiser Light Lime-A-Rita, have helped A-B reverse its U.S. sales decline of the last few years, says Eric Shepard, executive editor for the newsletter Beer Market Insights.

Industry leader A-B, as well as other beer makers, fell behind as spirit makers offered consumers a wide range of new products, including vodka?s that come in different flavors, he says.

But this year, the beer industry is showing a recovery. New flavors, as well as an improving economy, helped to reverse the slide, says Shepard.

As for the Super Bowl, A-B is the game's exclusive beer advertiser and will be a top advertiser in the game. The company still is determining the total ad time it will have in the game and the final lineup of other brands that it will promote.

8 Янв. 2013

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