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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.

Vietnam. Big waves in the beer market

According to the Euromonitor data, the high company’s share in the beer market does not guarantee a large profit. Thus, Sobeco controls 46% of the Vietnamese beer market, its revenue in 2014 amounted to 30.000 billion dongs and net profit to 4,000 billion dongs. At the same time, VBL controls 18.2% of the market, but its profit is estimated at 6.200 billion dong.

The foreign breweries are focused on such segments of the market that allow getting more profit. For example, the brands Budweiser and Beck's of a world leader AB InBev are positioned in the premium segment. The company is building a brewery with a capacity of 50 million liters per year in Vietnam.

Meanwhile, a new player in the Vietnamese beer market, the Japanese company Sapporo is changing the focus to the more affordable segment of beer with the aim to increase its share. Mr. Mikio Masawaki, a new CEO of Sapporo in Vietnam, said: "The obstacles in the strategic branding were removed when we became a company with 100% foreign capital".

The news about the sale of the state share of the Sabeco Company in the amount of $2 billion has forced the world's leading breweries to involve in the struggle. If VBL and Sapporo have spent a lot of time to build their own system of production and distribution of beer in Vietnam, today there is a great opportunity to buy a 53% of the company’s share to cover nearly half of the market. SABMiller, Kirin Brewery, Asahi Breweries and Asia Pacific Breweries are the main candidates to buy this part of the share.

29 Дек. 2015

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