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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.

China’s getting into IPAs

May 20 kicked off the fifth annual Shanghai Beer Week. Beer is huge in the world's most populous nation, and craft beer is growing — Shanghai's Boxing Cat Brewery even won a silver medal at last month's World Beer Cup. According to reports by the USDA Foreign Agricultural Service, China has been both the world's largest beer producer and consumer for more than 12 years. However, in 2014, domestic production declined for the first time in a decade, just as the craft beer market has started to grow.

China -A February 2015 report declared, "U.S. Craft Beer Has a Great Potential in the China Market," estimating the market will increase in value to between 5 and 12 million dollars by 2017. A follow-up report released in December specified "a wave of consumers’ craze for IPA craft beer in China."

It credits the rise in IPA demand to a well publicized news story. During a state visit last October, UK Prime Minister David Cameron brought China president Xi Jinping to a British pub and bought him an IPA. "Thanks to this news," the report reads, "many Chinese researched online about IPA and eventually learned that the U.S. is home to many good IPA beers."

Craft-beer distributor Quality in Brews cold ships American craft beer into China and several other Asian nations. Cofounder Matthew Abeyta lived in China for ten years before starting the company, and he says Chinese beer consumers definitely consult the web — specifically apps such as RateBeer, BeerAdvocate, and Untapped — to decide what to buy. He adds, "It has to be a top-tier brand."

At least, top tier of what's available. According to Abeyta, the number of craft labels shipping to China is still just rising. "Goose Island is launched," he says, "Firestone Walker launched two months ago." Each of those brands benefitted from existing distribution paths thanks to the ownership stakes of global beer companies AB InBev and Duvel, respectively. But with importers like Abeyta's springing up, smaller companies are finding ways into the potentially lucrative market. "We're launching Belching Beaver the end of next month," he adds.

North County breweries Belching Beaver and Mother Earth will be pouring at the two-day Shanghai Beer Festival closing the beer week. So will Karl Strauss. San Diego's oldest craft brewer has been selling in China since 2013, distributed through Liquid Solutions Asia, including kegs and bottles of its IPAs Aurora Hoppyalis and Mosaic Session IPA. A rep from Liquid Solutions said, “Karl Strauss is a highly sought-after brand with bars, restaurants, and retailers in Shanghai, Beijing, and Nanjing. It is also one of the largest U.S. craft brands there.”

As to what will help future sales as the China market catches on, the USDA report suggests, "With a great market potential, U.S. craft-beer industry needs a more aggressive market promotional plan to establish a positive brand image and convey product knowhow."

Abeyta adds, "Things like packaging are super important. We can't put a product on a shelf and expect it to sell if it isn't eye-catching."

26 мая. 2016

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