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. ...
Russia. Heineken to locally produce non-alcoholic Gősser
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