Dmitry Nekrasov’s Philosophy — on the Past, Present and Future of Ukrainian Brewing IndustryA meeting with Dmitry Nekrasov always turns into a training course: “Introduction to brewing business“. We are talking to a clever “playing trainer“ a person that can be called a godfather of the Ukrainian craft. He has a dozen of successful projects to his name. Dmitry told us about craft beer in Ukraine, on market cycles, on specifity of operating in retail and HoReCa, on union of Ukrainian brewers and certainly, how a brewery of his own, First Dnipro Brewery is doing.
The market of import beer in Russia: review and databasesThe market of import beer is rapidly growing and changing. But while in the past years it was growing due to brands variety, in 2019 major and affordable brands from TOP-10 were developing actively. It seems that the fact of a brand origin from far abroad counties, even if it is not well known but has moderate price and good distribution provides for million liters of sales in the territory of Russia. Among distributors AB InBev Efes was far behind, yet the role of Baltika and suppliers of the second row got more important. The boom of German brands was followed by stagnation of import from other traditional regions (and Belarus) instead the supplies from Mexico, Lithuania and Asian countries grew considerably.
Russia: Positions of Brewing CompaniesThe 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 brandsIn 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 2019During 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 trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
Drinktec 2017 is also an excellent marketing platform
There are certainly a handful of breweries and beverage companies, even very successful ones, that consciously do entirely without traditional advertising and still are very successful. Important names such as Augustine, Rothaus and Reissdorf Kölsch, but also Oettinger come to mind here spontaneously. However, they are the big exceptions. The great majority of the companies in the beverage industry cannot do without intensive advertising in this fiercely competitive market. In Germany alone, gross advertising expenditures of breweries were approx. 370 million euros in 2012 according to Nielsen. In addition, sales promotion, marketing at point-of-sales, catering supplies and mobile gastronomy facilities are areas that are relevant for every beverage company. Promoting sales is always the focus for all market players. Sales success is the decisive factor at a POS, whether in traditional gastronomy, mobile outdoor and event catering or trade.
High level of marketing expertise
How can the beverage and liquid food industry best make a product attractive to customers in order to sell it? Decision-makers and those responsible, especially in the fields of PR and marketing, distribution and sales, product and brand managers, all consider such issues and can also obtain information about them at the drinktec technology market, including on marketing topics. drinktec already demonstrated its marketing expertise in 2013. A total of 12,000 visitors came from sales and marketing to drinktec in 2013, of whom more than 3,300 visitors were pure marketing experts. Eighty-seven percent of the visitors assessed the marketing and promotion area as “excellent to good”.
Special comprehensive exhibition areas at drinktec 2017 for marketing, sales promotion and catering supplies as well as packaging solutions (cf. press release of February 19, 2016), including the “World of Labels”, are targeted to the needs of marketing professionals. In the “Special Area New Beverage Concepts”, product and brand managers as well as marketing executives can also see and test innovative ingredients and beverage concepts or search for new ideas at the flavor houses. “The entire Coca-Cola world comes together at drinktec every four years,” Dr. Klaus Stadler, Director Environment & Water Resources Group Europe, Germany, summed up the situation after drinktec 2013. “The technical managers look for new machines at drinktec, and the marketing people look for new ideas from the flavor companies. This meeting of the Coca-Cola family is unique in this form worldwide.”
Innovation Flow Lounge: unique conversation and discussion forum
Sound business decisions are more important today than ever for SMEs. Marketing plays a pivotal role here. How do you deal with the four traditional marketing tools: product and assortment policy, the structure of prices and conditions, the distribution issue and the communication structure? What does your presence on the Internet look like? And what role do social media play? What possibilities are created for marketing and communications, sales, distribution channels and customer loyalty?
The drinktec Innovation Flow Lounge, a conversation and discussion platform unique in this form, provides answers to questions dealing with all issues of marketing and branding beverages and liquid food. How can you influence the buying behavior of customers, and what happens at the point of sale? What marketing opportunities are created by new packaging concepts and ideas? How do you position innovative products in new markets? Visitors to drinktec can discuss these topics and lots more with high-level speakers and discussion partners in the Innovation Flow Lounge. There are various action modules from the “Talking Table” to “Speakers Corner” for sharing ideas and networking.
“Of course, there are many other fairs, repeatedly and at various schedule intervals, but what is happening at drinktec in Munich at larger intervals is truly unique. drinktec provides a unique overview of a truly international industry event,” Günther Nessel stated, Managing Director of “taste! Food & Beverage Communication”, Offenbach. “You should absolutely take a look at it if you are marketing professional who is involved in these sectors; you can consolidate your expertise and obtain inspiration there. Whoever looks for specific topics can find interesting forums with lectures and discussions, including with renowned industry representatives, from which you can learn a thing or two.”
11,000 square meters for catering supplies and sales promotion
drinktec 2017 has reserved an entire hall with 11,000 square meters for the topics of catering supplies/restaurant equipment and sales promotion. The exhibitors offer a wide range of advertising materials and solutions for sales incentives at the POS. The large glass manufacturers also show their latest creations. Visitors can also find commercial dispensing systems, home beverage dispensing systems, cellar tank systems and the required accessories. drinktec 2017 provides a comprehensive overview of market activities in this area and comes up with innovative technical solutions for catering companies and equipment suppliers as well as restaurants. A large exhibition area covers mobile dispensing equipment, sales facilities and vehicles as well as tent systems and sunshades. Catering specialists can obtain extensive information there, because outdoor restaurant seating is usually a strong revenue generator for the brewing and beverage industry when temperatures rise in the summer. “We were particularly expressed by the fact that many international decision-makers were at the trade fair,” Michael Mäusl emphasized, Managing Director at Hümmer Advertising GmbH, Germany, after the last drinktec. Many new customers approached us with inquiries. drinktec is the optimum platform for our goal to generate new customer contacts and cultivate existing ones, and consequently it is extremely significant for us.
Successful sales, effective marketing and the brand image of beverages and liquid foods are essential factors for success in an industry that is faced with high price sensitivity, a large variety of products and limited shelf space in concentrated retail trade. Consequently, promotional items, POS solutions, effective external and internal advertising, brand-oriented catering supplies and forward-looking marketing strategies are important issues for those who are responsible for marketing, product and brand management or sales via distributive trade and the catering industry. At drinktec 2017, you can obtain support for issues such as optimizing marketing, positioning issues, advertising and sales promotion. This is because drinktec 2017 focuses on the areas of marketing and sales promotion and consequently specifically targets managers and staff from market communication, marketing, distribution/sales, management and customer relationship management.
30 Мар. 2016