Dmitry Nekrasov’s Philosophy — on the Past, Present and Future of Ukrainian Brewing IndustryA meeting with Dmitry Nekrasov always turns into a training course: “Introduction to brewing business“. We are talking to a clever “playing trainer“ a person that can be called a godfather of the Ukrainian craft. He has a dozen of successful projects to his name. Dmitry told us about craft beer in Ukraine, on market cycles, on specifity of operating in retail and HoReCa, on union of Ukrainian brewers and certainly, how a brewery of his own, First Dnipro Brewery is doing.
The market of import beer in Russia: review and databasesThe market of import beer is rapidly growing and changing. But while in the past years it was growing due to brands variety, in 2019 major and affordable brands from TOP-10 were developing actively. It seems that the fact of a brand origin from far abroad counties, even if it is not well known but has moderate price and good distribution provides for million liters of sales in the territory of Russia. Among distributors AB InBev Efes was far behind, yet the role of Baltika and suppliers of the second row got more important. The boom of German brands was followed by stagnation of import from other traditional regions (and Belarus) instead the supplies from Mexico, Lithuania and Asian countries grew considerably.
Russia: Positions of Brewing CompaniesThe 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 brandsIn 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 2019During 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.
The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
Myanmar Beer: new logo, new fight
Myanmar’s largest brewery has an 80 percent market share – 65pc or 70pc, if smuggled and imported brands are added into the mix – said Hiroshi Fujikawa, the company’s new CEO.
Nevertheless, he hopes to double current sales figures for all of its brands in five years, he said, at a ceremony to launch the company’s new logo in Yangon yesterday.
“To do that we will have to rely not just on the growth of the market, but on innovation and new products to attract new consumers to drink more beer.”
The beer market experienced doubled-digit growth in 2015, driven by foreign investment, he said.
The company claimed 2014 sales of K254 billion (US$198 million) of products including Myanmar Beer, Andaman Gold and Myanmar Double Strong, according to a statement earlier this year from its majority owner, Japanese drinks company Kirin Holdings.
Kirin bought a 55pc share in the company in August from Singapore-listed Fraser and Neave for US$560 million, after a drawn-out ownership dispute between F&N and minority shareholder military-linked Myanma Economic Holdings Limited (MEHL).
In the mix, Myanmar Brewery lost the rights to produce two of its most well-loved brands – ABC stout and Tiger beer in Myanmar – which were held by F&N.
In the past, Dutch beer-maker Heineken held licences to produce both brands, and has now taken these back.
This was a blow, said Mr Fujikawa. “It is always sad to say goodbye to something you have become familiar with, but it’s also important to innovate and to take on challenges,” he said, declining to discuss specific details of the contract.
“There were no licence fees. Those brands belonged to Heineken – it was their right to terminate the contract, so we had to give it up.”
He said Myanmar Brewery had not sold ABC and Tiger since August 20. However, on September 9, it launched a new product – the 8.1pc strength Black Shield.
Myanmar Brewery had hundreds of customers that drank ABC and Tiger, said Mr Fujikawa, adding that he hoped they would take up drinking Black Shield instead.
“Black Shield is a stout, and the market for stout is not yet very big, compared with the market for lager,” he said. He hopes the market will grow to a similar size.
Tetsuhiko Sato, deputy managing director of Myanmar Brewery, said customers have responded well to Black Shield. The taste is stronger than ABC because the drink is more alcoholic, he said. “Myanmar drinkers often mix lager with stout and expect a strong taste.”
The company also plans to introduce a competitor to the Tiger brand.
“I look forward to it – hopefully it will launch early next year. I think we can replace Tiger with our new product, and make a profit as well,” said Mr Fujikawa.
Managing director of APB Alliance Brewery, which launched “Made in Myanmar” Heineken beer on October 9, said its first batches of ABC and Tiger will be ready to drink by the end of the year.
“As soon as they’re ready, we’ll start distributing. There will be some small changes, but not to the taste.”
APB plans to make some adjustments to its marketing and distribution strategy, including potential promotions, he said. “We are still determining the volumes for each brand. As the brands have just been handed to us, we do not have firm numbers yet.”
Myanmar Brewery’s Mr Fujikawa said competitors Heineken and Carlsberg have a similar strategy, in terms of launching a local brand as well as a premium beer.
Kirin has a partnership with Heineken in Japan, so is familiar with its approach.
“They have deep pockets and are global leaders, so we have to look carefully at what they are doing,” he said.
“At the same time, I hope the competition will remain fair, and that we can all enjoy healthy growth.”
He hopes to remain one step ahead of rivals and maintain Myanmar Brewery’s dominance in terms of market share. “Myanmar people are proud of Myanmar Beer, and other breweries will have to base the taste of their beers on this. Local beer is the base beer – that’s common sense across the world.”
Myanmar Beer also dominates beer stations across the country – the main place for consumption, said Mr Tetsuhiko. The brewery has also introduced a new keg line, which will allow it to produce 20pc to 30pc more keg beer than before.
“Customers in beer stations love our brands – both Andaman and Myanmar beer.”
23 Дек. 2015