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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.

India. UBL plans to launch Kingfisher Buzz in all major cities by December

Beer maker United Breweries is looking to introduce its recently launched malt-based ready-to -drink (RTD) beverage ‘Kingfisher Buzz’ in all major cities of the country by this year-end.

Kingfisher Buzz is currently available in two flavours – berry and lychee — in Mumbai, Pune and Thane.

The company plans to add more flavours to expand its portfolio in the segment.

“In the next few days, we will be launching in Bengaluru and Goa, followed by Delhi. Over the next 12 months, Buzz would be made available across all major cities and towns in India,” UBL Senior VP Marketing Samar Singh Sheikhawat told PTI.

Kingfisher Buzz would be in direct competition with Bacardi Breezer, which is a market leader in the segment.

“The introduction of Buzz marks UBL’s latest efforts in product innovation, and is an extension of the company’s portfolio that caters to even non-beer drinkers. We have launched Buzz with the intention of extending our product portfolio and are expanding our customer base to make a steady impact in the RTD segment,” Sheikhawat said.

Over expansion of Buzz in other flavours, Sheikhawat said: “This category demands the introduction of new flavours and we have concrete plans of introducing new variants in the coming months. Our product development team is constantly innovating and we have some exciting flavours in the pipeline.

Currently, the estimated market size of RTD is of around 2 million cases and the segment has an annual growth of around 11-12 per cent.

“Kingfisher Buzz is targeted at urban young men and women, who are above the legal drinking age, and are looking for a differentiated alcobev experience,” he said adding that the Buzz’s packaging is young and edgy, which makes it ideal go-to drink for our target audience.

For branding and marketing of the product, UBL which is now majorly-owned by Dutch beer maker Heineken, would focus on digital platform.

25 Янв. 2016

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