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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.

AB InBev and Heineken joined to the craft revolution in Russia

Against the reduction of the company's own sales that has already become regular, the international giants will fight for the youth audience, where craft beer is gaining popularity, the Kommersant newspaper writes.

Russia has no official statistics which would reflect the volume of the craft beer segment. Baltika believe that today the real craft producers own a share of about 2%, and it is almost 14 million decalitres. The difficulty in evaluating of this segment is largely due to the fact that there is no settled definition of craft brewing in Russia. Many local producers use a fashionable and beautiful term “craft”, replacing the previously popular term “live beer”.

At the end of last year, the Russian subsidiary of Anheuser-Busch InBev, introduced its range of varieties, “Sibirskiy kharakter”: it included ale “Amurskiy nrav” stout “Taezhnyy buriy” and IPA “Altayskiy veter”. The second similar episode was in March when the company Heineken started bottling of the ale "I Am Stepan Razin".

It is difficult to name the exact year of the beginning of the craft movement development in Russia. For example, the Jaws brewery in the town of Zarechny, Sverdlovsk region began to work in 2008, but initially it released varieties in the Czech-German theme. It is probably correct to consider Saint Petersburg the capital of the Russian craft revolution, where today the highest concentration of craft establishments and industries.

The number of craft breweries in Russia has increased by 7.5 times since 2010, from 13 to 98 in 2015, according to the market research of AB InBev. Year-on-year the number of such breweries has grown approximately in 1.5 times. The majority of them, 91 companies, located in the European part of the country. But not all of them have their own production, many of them just place orders for a contract bottling.

The emergence of craft breweries and bars and their production is typically mainly for cities with a million population where the standard of living of the population is traditionally higher. According to market participants, in bars, the price of craft beer of the national production vary from 150 to 350 roubles for a half-liter mug, occupying an intermediate position in cost between premium bottled beer from the shop and imported draught beer.

According to the rating of international service Untappd, which is compiled on the basis of assessments of the lovers of craft beer, the top 5 of the most popular craft breweries at the beginning of this week included AF Brew, VictoryArtBrew, Moscow StammBeer, Salden's and the St. Petersburg Paradox.

The asked major Federal retail networks do not hide the fact that work with craft beer is interesting to them and they see the potential of this segment. “A very promising direction,- said the representative of the X5.- In our opinion, craft should partially take away market share from imports. We expect the growth to 5-7% of total share of beer sales by the end of 2016”.

28 Апр. 2016

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