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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.

C&C Group announces distribution partnership with Vandergeeten in China

Tennent’s is to be distributed across China after owner C&C Group agreed a strategic partnership with Beijing-based import business Vandergeeten.

Irish firm C&C Group and Vandergeeten have signed a three year distribution agreement for the Tennent’s brand portfolio in the world’s biggest global beer market.

Joris Brams, Managing Director of C&C Group’s International Division, said the company saw the deal as part of a long-term growth plan for the Tennent’s brand.

C&C“This is a fantastic opportunity for C&C Group to work in partnership with a well-established company in China with a very strong reputation in the drinks business,” he said.

Initially Vandergeeten will launch Tennent’s 1885 Lager, Tennent’s Stout, Tennent’s Whisky Oak Aged Beer, Tennent’s Scotch Ale and Tennent’s Extra into both the on premise and off premise channels nationally in China.

The deal is the fourth such partnership C&C Group has signed for Tennent’s in recent months. Last week it revealed Scotland’s top selling beer brand would be brewed in India in a deal with Mahou San Miguel.

Vandergeeten began importing from Belgium and Western Europe in 1994 and now has more than 90 brands in its portfolio, making it one of the most active distributors of specialty beer in China.

Yu Xiaoning, chief executive officer of Vandergeeten, said: “Working with C&C is an exciting opportunity for us to even further diversify our wide range of premium European beers. We’re confident that in cooperation with C&C, we can develop Tennent’s into a popular and successful brand enjoyed by customers all throughout the country.”

To achieve nationwide distribution for its range, Vandergeeten said it had offices in Beijing, Shanghai, Guangzhou and Shenzhen, as well as regional representatives and sub-distributors covering all of China.

C&C’s strategy for growing the Tennent’s brand internationally comes as global alcohol consumption fell for the first time this century. Euromonitor International recently reported that alcohol in China declined by 3.5 per cent because of a heavily-reported clampdown on extravagance.

However, imported beer into China continues to grow, said Mr Brams. “The market for imported premium beers in China has enjoyed stellar growth over the last five years and this partnership with Vandergeeten will ensure that the Tennent’s brand portfolio is well positioned for long term growth in China.”

C&C Group recently reported overall group operating profits down 10.3 per cent to €103.2m for year ending February 29 2016. It posted revenue of €662.6m.

Encouragingly though, the group saw volume growth in the potentially lucrative Asian market rocket by 66 per cent. Currently, just ten per cent of Tennent’s is sold outside of the Scottish market.

C&C Group chief executive Stephen Glancey said that although the export market for Scottish alcohol was dominated by whisky, there was increased demand for Scottish beer brands.

“The desire for authentic high quality Scottish brands travels across the alcohol space and we are seeing increased potential for the Tennent’s brand in new markets. Tennent’s has a good franchise because of the red ‘T’ and it’s been around historically, and Scotland is well respected for its food and drink,” he said.

25 мая. 2016

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