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. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms.The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
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. ...
Carlsberg forays into high-end segment of Vietnam’s beer market with Tuborg
Carlsberg Vietnam will spend VND450 billion ($20.2 million) on its marketing programme for Tuborg, which is the number one beer brand by volume in Carlsberg Group’s portfolio. Accordingly, public relation (PR) girl teams will go to restaurants to introduce the new product. It is considered an important part of the marketing programme, helping Tuborg to penetrate the Vietnamese market.
According to Tayfun Uner, Carlsberg Vietnam’s general director, Carlsberg Vietnam has been planning to launch Tuborg in Vietnam since 2015. With the slogan “Open for fun”, Tuborg represents a dynamic and pioneering lifestyle.
Along with the VND450 billion ($20.2 million) marketing programme, Carlsberg Vietnam also spent $1 million on the bottle design. Accordingly, the unique packaging design includes an easy-to-use pull-off cap.
According to Carlsberg Vietnam’s representative, the company is trying to make Tuborg become one of three most favourite beer brands.
Phan Chi Dung, director of the Ministry of Industry and Trade's Light Industry Department, told VIR that Tuborg used to be produced in Vietnam 20 years ago, but Carlsberg failed to popularise the Tuborg brand here.
According to the Vietnam Beer Alcohol Beverage Association (VBA)’s statistics published in January, as of 2015, there were 129 beer companies and facilities with a total capacity of 4.8 billion litres per year. In 2015 alone, the figure stood at 3.4 billion of litres.
Saigon Beer-Alcohol-Beverage Joint Stock Corporation (Sabeco) is the largest beer manufacturer with a 2015 capacity of 1.38 billion litres. The runners up are Heineken with 729 million litres and Hanoi Beverage-Wine-Beer Joint Stock Corporation (Habeco) with 667.8 million litres, respectively. Carlsberg ranks fourth with 229 million litres.
According to expert opinion, Carlsberg have to try its best to enhance its position in the high-end beer segment because Heineken has planted a solid foot here.
Tuborg is the number one beer brand by volume in Carlsberg Group’s portfolio. It is currently present in more than 70 countries and territories around the world. In Vietnam, a bottle of Tuborg’s price at retail stores is between VND13,000 ($0.58) and VND15,000 ($0.67).
18 Апр. 2016