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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.

Russia. Heineken to locally produce non-alcoholic Gősser

The bottling of non-alcoholic beer under the Austrian brand was launched at Heineken’s breweries in St. Petersburg and Nizhniy Novgorod in April under a license agreement with the copyright holder — Brau Union Osterreich Aktiengesellschaft (Heineken’s subsidiary).

Heineken expands its Russian assortment with one of the most popular European brands of beer — the Austrian Gősser. In April 2016, the company’s breweries in Russia started bottling the first batches of non-alcoholic Gősser.

Non-alcoholic Gősser NaturGold is produced in Austria from 2013. It became the leader in this market segment already in 2014, taking 28.2% of it (Nielsen’s data at the end of 2015). The non-alcoholic version will be called Alkoholfrei Gősser on the Russian market. Johnny Cahill, Marketing Director of Heineken in Russia, says that the company wanted to underscore the absence in of alcohol in this beer, the proposed option proved to be the most understandable to Russian consumers.

“Despite the decline in the premium beer market, this segment has been stable over the past two years, primarily due to a change in beer consumption patterns, which are becoming more responsible. Our estimates show that the non-alcoholic beer market amounted to 850,000 hl, or 1% of the total market. We certainly support this trend by launching new brands,” said Johnny Cahill.

Gősser is a leading Austrian beer brand with a long history. This is Austrian lager beer, characterized by harmonious, full-bodied and slightly bitter taste. It forms firm foam and has an attractive golden color. The history of this brand dates back to 1860, when a brewer Max Kober arrived at the monastery of Hess in the Austrian city of Leoben. The monastery had long been known for its centuries-old tradition of brewing. Kober referred to it, while organizing the production of Gősser. Now, according to TNS’s research data, Gősser is the most popular beer in Austria, the slogan of the brand — Gut. Besser. Gősser, it was invented in 1960 and became part of Austrians’ daily life as one of the favorite national sayings.

The production of Gősser began in Russia a year ago - at five breweries of Heineken. Johnny Cahill says that the decision has become one of the most successful moves for the company in Russia — Gősser has turned into one of the fastest growing brands on the market, the sales have exceeded the planned volume by 60%.

25 мая. 2016



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