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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.

Heineken aims to be market leader in Myanmar by 2020

Heineken intends to become the market leader in Myanmar’s beer market by 2020, confident that it can beat local and foreign products in one of the biggest emerging markets in the Asia Pacific region.

"We are the last brewery to come to the market. Currently, we are No 5 in the market. We hope to move up one position every year. Next year, we want to be No 4. After that, No 3, No 2, and eventually we aim to be No 1 in the market," said Lester Tan, managing director of APB Alliance Brewery, the producer and distributor of Heineken in Myanmar.

Sales of the Dutch beer started six months ago. It is competing fiercely against local and foreign brands like Myanmar, Dagon, Mandalay, and Tuborg, a product of Carlsberg, which has gained more popularity despite controversies. Before Carlsberg started production in May 2015, the market had been dominated by local brewers.

Tan said that Myanmar showed huge market potential thanks to its fast urbanisation, population growth, economic expansion and increasing middle class. He believed that Myanmar would follow Vietnam, which has become one of the top three biggest markets of Heineken International in Asia Pacific in less than 10 years.

"Myanmar will be of growing importance to our global company too - and might become our next star country," he said, adding that Myanmar's per capita beer consumption is only three litres - much lower than its neighbour Thailand.

"This leads to a lot of room for growth for all players in the market. The whole beer market is growing so fast. Though we only started selling about six months ago, we were slightly above our plan. So we are happy with our business performance. The future is very, very good," he said.

Tan sees the possibility of increasing investment soon due to overwhelming demand. The success story convinced him that the company - with marketing strength and strong relations with business partners - should not worry about the "Myanmar" beer and other domestic brands.

Heineken has invested US$60 million (Bt2 billion) in a beer factory in Yangon, which started operations last July with annual capacity of 245,000 hectolitres. It produces four brands - Heineken, Regal Seven, Tiger, ABC Extra Stout. As of February 28, the company employed 245 people including 56 female staff. Only 9 are expats.

This year, Myanmar is included in the UEFA Champion League trophy tour for the first time. The trophy tour will be in Yangon from March 20-26, accompanied by former Arsenal star Fredrik Ljungberg.

"Football is the most popular sport in Myanmar. Whether it is in the streets or the stadiums, and at teashops and sports bars, fans go all out to watch a match and support their favourite teams. We can't wait to champion the trophy," said Ko Ko Thein, deputy administrative director of Myanmar Football Federation, at the ceremony where the tour schedule was announced.

21 Мар. 2016

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