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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.

Newcastle Gets Honest with Consumers

Newcastle Brown Ale is kicking the year off in high gear with the next wave of its popular “No Bollocks” campaign. The “No Bollocks” retail program is designed to drive consideration of Newcastle among adult consumers, over the age of 21, shopping for in-home consumption and entertaining. No Bollocks, Heineken USA explains, runs February through March, and provides retailers with the "straightforward, no nonsense support they need to invite shoppers to enjoy the distinct taste and refreshing honesty of Newcastle Brown Ale."

“Newcastle shoppers respond to straight talk and support brands that cut through the marketing ‘Bollocks’,” said Brett Steen, brand manager for Newcastle, Heineken USA. “Our “No Bollocks” first quarter retail program combines refreshing honesty and Newcastle’s brand of humor with special offers aimed at driving secondary displays and higher basket rings for retailers by introducing more consumers to the great taste of Newcastle.”

At retail, Newcastle display and POS materials with elements that bring Newcastle’s “No Bollocks” campaign to life will be available to dress up accounts and engage consumers. In addition, cross merchandising IRC and MIR offers (where legal) will be available on the purchase of select channel relevant items and Newcastle Brown Ale to drive incremental sales at retail.

Steen concluded, “Whether on the shelf, on display or in the cold box, Newcastle’s “No Bollocks” retail program elements will keep Newcastle Brown Ale top-of-mind through simple, candid messages that resonate with shoppers and offer exactly what they want from their favorite brands—a refreshing dose of honesty.”

30 Янв. 2013

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