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. ...
China is getting a taste for craft beers, but not for craft brewing
Chinese people joke that the local lagers — stuff like Tsingtao or Snow — could easily pass for water. Some people even drink it to rehydrate after getting drunk on other alcohol. But tastes here are starting to change.
That's on display at a pint-sized bar Shanghai bar owned by Jackie Zhao. He's filled the cozy, wood-paneled space with over 100 varieties of hard-to-find craft beers from around the world.
It's actually more a bottle shop than a bar, and it's unlike any other I’ve seen in China. There’s no loud music and no smoking. Jackie calls it a “beer nest,” a place to taste and experience new flavors. And he takes his job as teacher very seriously.
He tells customers that they need to have a conversation with him: “You must tell me your taste. Beer is a sweet-bitter balance; you need to tell me you like bitter, you like sweet," he explains. He wants his customers to appreciate different styles of beers and find their favorites.
“If they say, ‘oh whatever,’ I say 'No, no whatever,'" Zhao says. "You pay money. If I choose the wrong beer, you’re not happy.” Eventually, he says, they take his recommendation and end up telling him it's really good beer.
That wasn't the case in 2003, when Zhao, whose day job is importing Western food, brought in some of China’s first craft beers from abroad. No one would buy them.
“It was too early,” he says. People didn’t really understand what it was. “The beer tasted totally different, and the price was very high. If you do something too early you lose money. [If] you want to change people’s taste, it takes time.”
When he opened the bar four years later, the timing was better. It could only seat four people, but the beers were so popular that the crowd overflowed onto the sidewalk. He even had to move down the street to accommodate one crucial furnishing: a toilet.
Craft beer is now a fast growing trend in China, and not just in Shanghai and Beijing but also smaller cities around the country. Along with wine, travel and cars, imported beer is a luxury buy for locals looking to show off their good taste.
The Shanghai International Beer Fest, held this fall, drew 40,000 people ready to try a wide variety of different beers. Gao Meng, a 26-year-old who came with her husband and son, was sampling a lager from Brooklyn Brewery.
“I really don’t like normal beer," she says, but this one is different. "I like this taste. It has very heavy, very good taste.”
Local microbreweries and home brewing associations are also popping up all over China. They came to the Beer Fest to show off brews with Chinese characteristics. There were beers brewed with everything from Sichuan peppercorns to purple rice to Tibetan barley. Some were flavored with tiny fragrant guihua blossoms or jasmine tea. There was even a roasted sweet potato beer that reminds me of a pumpkin ale.
So is making great beer in China getting as easy as finding great beer?
“No. I can tell you 100 percent no,” says Gao Yan, the brewmaster who wrote the book on beer in China — a Chinese language manual for homebrewers.
His Baby IPA is one of the few local craft brews to be bottled in China, but his brewery has twice been shut down by the government. Why? Because of the crazy red tape and import restrictions that make brewing here frustrating at best. Brewers tell stories of smuggling in American hops in their luggage. One local brewery actually bottles its beer in the US and then ships it back to China to sell.
So why keep at it? “[For the] challenge,” Gao Yan says. "Challenge everything, see how much I can push this, see how much people can understand what I’m doing. See how much my bad behavior the government can tolerate. Challenge everyone. I even challenge my customers.”
He and and some of the other local breweries are even trying to export to the US. So one day in the not too distant future, when you’re looking for a Chinese brew, you may be able to skip over the Tsingtao and buy, say, a Panda Brew, Master Gao or Slow Boat instead.
24 Дек. 2015