Beer market of Kazakhstan acquired both traits of East European countries and South Eastern Asia taking a transitional position between them by many criteria and consumption style. Yet there is a positive trend in beer production which differs Kazakhstan from most of the neighboring countries. The market has remained consolidated in the hands of two international players because of its small size. However, it faces dynamic processes such as fast growth of draft beer sales, up and downs of regional companies and Carlsberg Group’s ultimate expansion. Excessive mainstream segment has declined over the recent years, yet, Zhigulevskoe and national brands with regional links have yielded their positions to a range of new products. In our review special attention was paid to regional analysis of the markets. In 14 regions of Kazakhstan we compared the companies’ positions, the market price segmentation and DIOT channel development. Besides we have compared the beer market of Kazakhstan to neighboring countries. ...
Beer market of Russia 2018
- General market picture
- Foreign trade setting records
- Demography as challenge to branding
- Aged consumer
- Declining of youth brands
- Nostalgia on trend
- DIOT feels at home
- 5.0 Original is the new face of import
- Positions of Market Leaders
- Carlsberg Group
- AB InBev Efes
- AB InBev
Ukrainian beer market 2018
- Better than yesterday
- Performance by value
- Positions of Ukrainian brewers
The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
Goodbye, vodka? Russians toast craft beer revolution
While the craft beer revolution swept North America and Western Europe years ago, Russia is now catching up at a time when it is trying to shrug off a vodka-swilling reputation.
"We are tired of Russia being perceived as a country of alcoholics," Pavel, a customer at Beer Garden told AFP as he relaxed after work.
"Old people still drink vodka, but we young people prefer good-quality beer."
Renowned for their hard-drinking habits, Russians in recent years have started cutting down on booze as the government has tightened controls to curb rampant alcoholism.
Last year, the average Russian drank some 11.5 litres of pure alcohol, down from 13.5 litres in 2014, according to a health ministry official.
The beer market has seen overall consumption fall -- but while the big brands have suffered -- niche producers have started flourishing as drinkers' tastes have got increasingly sophisticated.
"A new craft beer bar opens in Moscow almost every day," said Natalia Petrova, editor-in-chief of Real Brew, a magazine targeting Russia's amateur brewers.
"There are already more than 1,000 microbreweries" in Russia, she added.
Garden Beer owner Yan Stopichev said his bar -- which opened in September -- serves 4,000 litres of more than 60 brands of Russian craft beer every month.
"These are microbreweries, young Russians who learned how to make good-quality beer from YouTube videos," Stopichev said of his suppliers as he poured a pint of Jaws Lager, brewed in the city of Yekaterinburg in the Urals.
- Grey zone -
Nestled in a maze of abandoned factories outside Moscow, Green Street Brewery is one of the many such establishments fuelling the craft beer boom.
Brewer Maxim Boroda and a group of friends make some 800 litres of beer every month at Green Street, which they rent once a month to bypass the administrative procedures required for the owners of alcohol-producing facilities.
Part of the reason for the craft beer boom is that production and sales often fall into a legal loophole -- with pubs that only serve beer for instance allowed to work without a liquor license.
"We're in a grey zone. What we are doing is neither legal nor illegal," Boroda said.
"Getting permission to make our own alcohol is very difficult. We are forced to rent this brewery to hide behind its owners."
Facing a rapidly-evolving beer market -- which remains dominated by Baltika, owned by Danish brewer Carlsberg -- the Russian government has adopted a laissez-faire approach to the craft beer industry.
"Distilleries are of course gaining ground," industry expert Petrova said.
But the state's current absence in the business could hurt its development, she said, since the currently vague legislation could suddenly toughen up and make brewers bankrupt.
"Brewers fear they could go out of business," she added.
Petrova also warned that the proliferation of the craft beer label -- which beer-makers have liberally slapped onto new products -- could ultimately undermine real craft beer producers.
For those who have led the revolution in craft beers, however, there is little fear that it will be derailed.
"We will soon change our country's image," said brewer Boroda, inhaling the fumes emanating from a stainless steel tank.
"And even vodka-lovers won't be able to resist."
7 Апр. 2016