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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.

Guinness Anchor to be Heineken Malaysia

If a combination of Anheuser Busch InBev and SABMiller could prompt the mega-brewer to focus on its bigger brands and see a massive worldwide distribution, then it should also be the case for Malaysian-listed Guinness Anchor Bhd (GAB), whose major shareholder now is the second largest beer group in the world by volume, Heineken NV.

With GAB changing its name to Heineken Malaysia Bhd come April 20 upon shareholders’ approval, GAB managing director Hans Essaadi assures that the brewery will maintain its leading market position as a premium drinks company even with the change in shareholding.

Dutch brewer Heineken NV now controls GAB after it acquired 100% stake in GAPL Pte Ltd last October from Diageo Plc. GAPL held 51% interest in GAB.

РуштулутMarket observers fear the leading local brewery will not be making better profit margins this year amidst the soft consumer sentiment. GAB’s profit margins narrowed in 2015 after the goods and services tax kicked in last April. In FY14, its net profit and revenue dipped for the first time after 12 years.

No doubt with a higher inflation rate expected in the second half of the year, Essaadi says that with the strong brand presence and a wider distribution network after Heineken’s takeover, it will perhaps see better profit growth this year.

“With the long-term agreement with Diego Plc, we will continue to carry Guinness as a key brand.

“Also Heineken NV has more than 250 best-selling brands around the world and we are open to these brand portfolios now,” says Essaadi in an interview recently, adding that with the additional brands coming in and Heineken’s name, it can increase its market share.

As GAB celebrates its 50th anniversary this year, Essaadi believes its experience in brewing with good brands will give the company the competitive edge.

“It’s just a corporate brand change, but it’s business as usual for us and we are consumer-inspired, customer-oriented and brand-led.

“We lead in the premium category and Heineken is the No. 1 international premium brand,” he says.

Also, with world-class marketing strategies and execution, he says GAB has the proven ability in capturing the imagination of consumers and has been prioritising innovation to meet the changing consumer needs.

“Malaysian consumers are becoming more discerning, developing a taste for more cosmopolitan offerings and a preference for exciting experiences,” explains Essaadi, adding that it had launched four new variants in the past nine months, including Tiger White, Smirnoff Ice Black, Tiger Radler Mandarin Orange and Strongbow Red Berries. Apart from these, a new limited edition packaging Heikenen Spectre was also introduced last year.

In terms of cost-saving measures, since GAB is now part of Heineken’s global supply chain, it will enjoy huge cost-savings through strategic procurement that will improve its efficiency, he notes, adding that being part of Heineken’s “Brewing a Better World” initiative is also towards building a sustainable future and growth, says the Dutch.

Despite GAB’s subdued performance last year, Essaadi says the company achieved strong results in reducing consumption of water by 19.2%, thermal energy 9.6% and electricity 6.2%.

Essaadi aims for the brewery to continue operating at optimum levels with minimal wastage of resources.

Notwithstanding, GAB has always believed in people being the core of its business.

“People are the lifeblood of our business and our people-focused culture is built on strategic areas of focus that help shape and develop our most valuable asset.

“Our employees have a passion for quality that is unmatched, enabling the company to grow in the right direction,” he says.

11 Апр. 2016

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