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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.

The Rising Upper Middle Class Vice of Craft Beer Infiltrates China

Waiters serve small glasses of beer arriving from Europe, Japan and New Zealand to hundreds of tasters who gather at the Festival of Craft Beer in Beijing, raising a toast to the rise of this upper middle class vice in the land of Mao.

The bitter and rich taste of craft beer is becoming increasingly popular in China, where local brands flourish and a recent trend is drinking an Anglophile “ale” or a “lager” with a “bitter” touch.

Carl Setzer, event organizer and founder of the beer brand Great Leap, explained to EFE that the aim of the festival is to give Beijingers a taste of the beer market offerings outside of Beijing.

Setzer was one of the pioneers of the craft beer business in Beijing.

His business model is based on integrating flavors and Chinese names in the production of this elaborate drink.

The names of his beers play with terms or stories from traditional Chinese culture, such as “Iron Buddha,” the “Little General” or “Imperial Pumpkin,” as well as incorporate hints of spices, exotic fruits and local tea.

The rising Chinese middle class, its purchasing power, and its attraction to Western trends of consumption, seen as modern, are some of the factors that explain the rise of such beverages.

Chinese business people or exchange students have already experienced some of these trends, for example, in the United States, birthplace of the microbreweries or craft beer.

According to the UK’s Department for Environment, Food and Rural Affairs, China is the biggest global consumer of beer, with more than 54,000 million liters put back per year, followed by the U.S. with 24,000 liters, and Brazil with 14,000.

Even so, if one looks at per-capita consumption, the level is not very high, since Asian countries such as Japan, South Korea and Vietnam take more interest in these bitter drinks.

This factor makes the beer market in China “less mature,” Chandler Jurinka told EFE.

Jurinka is the creator of the Slow Boat brand – one of the most famous in China – giving the business a “competitive advantage” of being able to aspire to higher sales, something that would be difficult in countries where beer consumption is already steady.

“Our best selling beer is the Monkey Fest. It is strong, bitter and with hints of mango and passionfruit,” said Jurinka, who, like the most entrepreneurs venturing into this business in China is a foreigner, and reveals with pride that his new project is to create a lychee-flavored beer.

Preparing craft beers “with Chinese characteristics” is typical in this business – which has spread to major cities, including Shanghai – but there are also brewmasters that deviate from this trend.

Thomas Gaestadius and Will Yorke, a Swede and an Englishman, after working as “house” music DJs in Beijing clubs, and craft sausage-makers, began brewing their own beer by watching videos over the internet and using cooking pots.

“We don’t want to do things just to make ourselves clever,” they told EFE, and criticized the “temptation” of using Chinese flavors or ingredients in every beer of its brand Arrow Factory.

For now, most of their customers are foreigners – “the Chinese come later,” they said, ensuring that they will not change their style to offer “Chinese packaging” to the products or add an exotic ingredient to every beer: “anyone could put grapefruit in a carbonara sauce,” they said laughing.

They are not afraid of being labeled as “simple” or “less Chinese,” and compare brewing beer with making electronic music: “If you do something good, people will come.”

1 Мар. 2016

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