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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.

Sales of Cerveza Cusque?a in Chile Increase by Almost 50%

- Premium beer Cusque?a is imported and distributed by Vi?a Concha y Toro
- In 2012, the Premium segment in Chile represented 22% of the total beer market
- Cusque?a beer has been sold in all regions of Chile since 2007

Cerveza Cusque?a, Backus’ portfolio’s Premium beer, saw a sales increase of 48.9% in Chile in November 2012, compared to the same period in the previous year. Cusque?a has been exported successfully to Chile since 2007 through Vi?a Concha y Toro/Comercial Peumo, who considered it a high-quality international beer and chose it to complete their Premium beverages portfolio.

Edwards Taboada, Cusque?a’s Brand Manager, said: “Cusque?a’s numbers in Chile show year after year the growing interest of Chilean consumers for Peruvian Premium beer. Cusque?a had an increase in sales of 51.9% in 2011, we managed to close 2012 with an increase close to 50% and we aim to have a 40% increase in 2013. Those are pretty high growth rates, plus this is an interesting opportunity for Cusque?a in the long term, considering that the Premium category grows between 10% and 20% per year in that country.”

During the past six years, Premium beer consumption in Chile has grown by nearly 60%. Today, this segment is the fastest growing in the entire category, unlike the mass segment which has been losing its share. In 2012, the Premium segment reached 22% of the total market, a level similar to that of developed countries.

Cusque?a, which has 29 international awards that certify and guarantee its high quality, is sold in prestigious restaurants and trendy pubs, as well as in supermarkets and liquor stores, where the majority of its target audience is; that is, men and women 25 to 35 years old, in AB socio-economic segment.

Likewise, Francisco Espinosa, Marketing Director at Vi?a Concha y Toro, commented: “Chile’s beer industry is going through its best moment in years, with a solid economy and well-informed and knowledgeable consumers. This creates an appropriate environment for a superior quality beer like Cusque?a to become one of the preferred beers of Chilean consumers, due to its internationally recognised quality, mystical origin, and the best ingredients. Plus it has a unique bottle.”

About Cusque?a

Cusque?a is the national Premium beer of Backus’ brand’s portfolio. It is made with the finest ingredients and aromatic essences, inspired in the perfection of its origins, which make it the best beer in Peru and one of the best in the world.

About Backus:

Uni?n de Cervecer?as Peruanas Backus and Johnston S.A.A., is the leader in the brewery industry in Peru, with 5 decentralised production plants in Lima, Arequipa, Cusco, Motupe and Pucallpa. It has a portfolio of very well-segmented national and international brands that aim for its customers’ satisfaction in the 142,000 points of sale throughout the country. During 2011, Backus registered net sales for S/. 3,005.5 million, contributed S/. 2,224 million in taxes and gave direct employment to more than 7,000 people and indirect employment to more than 220,000 people.

Backus focuses on sustainable development, looking to create shared value and social inclusion with those that form its value chain and the communities where it operates. This is how its initiatives and projects aim to create strategic alliances to leverage efforts and make a positive economic, social and environmental impact for society as a whole.

15 Янв. 2013

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