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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.

Jeff Wu: in 2015, the Thailand beer market grew by 1.3%

According to Jeff Wu, Marketing Director of TAP Group, in 2015, the Thailand beer market grew by 1.3% by volume compared to 2014. The share of beer premium segment, where Heineken trademark is available, continued to account for 96% of the market.

TAP Group brews and promotes in Thailand such well-known beer brands like Heineken, Tiger, Cheers and Guiness. The share of the company itself accounts for about 3.7% of the market.

Jeff Wu, that has fulfilled the function of Marketing Director from November 2015, stated that in 2016 the company plans to implement a new strategy to promote three brands: Heineken, Tiger and Cheers.

Heineken use event marketing in order to maintain its leading position in the market of premium beer. The traditional design on the banks with a volume of 320 ml. will be replaced by the images of five cities around the world for the first time in Thailand. They also plan to update the appearance of packaging of Tiger and Cheers beers, to expand the variety of tastes of the last.

The marketing campaign also includes the creation of new experiences and associations with Tiger at consumers using the musical effects.

25 Мар. 2016

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