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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.

Foreign brewers strengthening foothold in Vietnamese beer market

Last year, both Saigon Beer-Alcohol-Beverage Joint Stock Corporation (Sabeco) and Hanoi Beer-Alcohol-Beverage Joint Stock Corporation (Habeco), the biggest brewers in Vietnam in terms of output, saw a marked decrease in their share of the country’s beer market.

The Vietnam Beer Alcohol Beverage Association (VBA) estimated that Vietnam’s beer output was 3.4 billion litres in 2015. Sabeco continued to be in the lead with 1.38 billion litres, followed by Vietnam Brewery Limited with 720 million litres, Habeco with 667.8 million litres, and Carlsberg with 229 million litres. These four brewers accounted for 88.4 per cent of the market.

Sabeco saw a 2.2 per cent growth in output last year, while the whole sector’s output grew by 8.2 per cent, from 3.14 billion to 3.4 billion litres. Meanwhile, Vietnam Brewery Limited surpassed Habeco to become the second in terms of output.

Former Sabeco chairman Phan Dang Tuat said competition had become very fierce, with brewers competing at each sales point in big and small cities alike.

A few years ago Tuat enlisted a foreign marketing expert to help Sabeco recover 800 sales points. Two years later the expert returned to Vietnam Brewery Limited. Tuat said the expert could now earn between $4,000 and $5,000 at Vietnam Brewery Limited compared to the VND40-50 million ($1,900-$2,300) at Sabeco.

“But more importantly, foreign companies are very determined and fast in expanding their market shares while domestic companies are slower,” he said.

Besides foreign brewers that have been present in the market for a long time, new players such as Sapporo, AB-InBev, and Thai brewer Singha, through its 25 per cent ownership in Masan Consumer Holdings, are expanding aggressively.

Sapporo recently bought all of Vinataba’s stake in their joint venture to make it wholly foreign owned, showing the Japanese firm’s commitment to the Vietnamese beer market. Afterwards it changed the packaging and is now expanding its distribution chain.

AB-InBev in May started production at its factory in the southern province of Binh Duong, with the annual capacity of 50 million litres. The company is going to increase its output to 100 million litres per year and is now aggressively advertising on TV at prime hours.

Meanwhile, Masan Brewery HG started production at its 100 million-litre brewery in the Mekong Delta province of Hau Giang last December.

According to VBA data, as of the end of 2015 Vietnam had 129 beer production facilities, down 12 compared to 2010, but the number of factories with the annual capacity of between 50 and 100 million litres has increased. The capacity of the whole sector is now 4.8 billion litres per year.

VBA president Nguyen Van Viet said sales grew by 4.7 per cent on-year in 2015, but the rate of growth is smaller than in previous years. The association predicted that in the next ten years sales would be around 5 billion litres. Draught beer, which now accounts for 1 per cent of the market and is sold at retail points and restaurants, is expected to grow well in the near future.

15 Янв. 2016



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