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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.

Modelo Especial Reaches Sales Milestone

Modelo Especial has exceeded 43 million cases in annual depletions, becoming only the third import beer to achieve 40 million cases sold in one calendar year.

“This is a remarkable accomplishment for Modelo Especial, which is the number three imported beer in the U.S. and is growing at a rate of more than 20 percent year over year,” said Bill Hackett, president of Crown Imports, Modelo’s exclusive U.S. importer. “This achievement is a true indicator of the phenomenal growth of the brand that continues to lead the beer industry and brings us one step closer to attaining our long-term vision of Modelo Especial becoming a 100 million case brand and the number two imported beer in the U.S.”

Modelo Especial continues to outpace the industry. As one of the fastest growing beer brands in the U.S., Modelo Especial reached the 30 million case mark just two years ago and grew sales nearly eight million cases in 2012 alone. The brand also became the number two imported beer within the U.S. convenience store channel earlier this year according to SymphonyIRI data – further indication of Modelo Especial’s continued success.

The brand’s rapid growth can be attributed to its widespread appeal and continued brand strength among Hispanic beer drinkers, a valuable consumer segment. To support Modelo Especial’s continued expansion into the General Market, the brand launched its first-ever English language TV spot within select markets in 2012 as well as drove consumer engagement and incremental case growth with a number of exciting promotions throughout the year. Additionally, two new Modelo Especial packages were introduced to the lineup: 24-pack loose bottles and 24 ounce bottles to help meet new drinking occasions among general and Hispanic audiences.

“Modelo Especial is a brand with both mass and acceleration unmatched by any other brand in the beer industry,” added Jim Sabia, chief marketing officer for Crown Imports. “We will continue to create strategic marketing initiatives for the brand to reach the general and Hispanic markets as we work to drive both future growth and awareness of the brand in 2013 and beyond.”

In a banner year for the premium Mexican beer, Modelo Especial was recently awarded the Leaders Choice “Beer Brand of the Year” Award by Market Watch magazine, as well as a Hot Brands award for the 18th consecutive year. Additionally, IMPACT magazine awarded Modelo Especial a Blue Chip Brand award, recognizing brands with over 500,000 case equivalent depletions with at least ten years of consecutive years of volume growth.

29 Янв. 2013

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