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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.

Euromonitor: Japanese Beer Manufacturers Prepare for Potential Change in the Liquor Tax

For the first time in the last decade, the Japanese mid-priced lager segment posted positive growth in 2015. Although it was only a slight increase, at 0.3% in volume terms, this indicates that Japan's beer market has started to shift gradually. The category's growth in 2015 was mainly driven by a successful new launch, writes Euromonitor International.


Focus on mid-priced lager

The Malt's, launched by Suntory Beer in September 2015, was the first new mid-priced lager brand by a major beer manufacturer in a long time. Targeting the younger generation, the brand appealed to consumers through its UMAMI flavour, generated by the special malt ingredient and a special fermentation process, and with the national boy band EXILE featuring in the promotional activities. The brand successfully attracted the younger generation to rank fifth in mid-priced lager in 2015, helping to drive the growth of the category in this year. Suntory, having been a leading player in premium lager but not so much in mid-priced lager, aimed to strengthen its mid-priced lager presence by introducing the modern The Malt's brand.
It is not only Suntory that is strengthening its business in mid-priced lager, but other Japanese beer manufacturers as well. Asahi Breweries, which has long led mid-priced lager with its flagship Asahi Super Dry, launched the new mid-priced lager brand The Dream in March 2016. The Dream looked to appeal through its rich and sharp texture as well as being a reduced-sugar product, featuring national rugby player Ayumu Goromaru in its promotional activities. Kirin Brewery also put a lot of resources into rejuvenating its mid-priced beer Ichiban Shibori through increasing promotional campaigns as well as introducing 47 variations of the brand customised individually to 47 prefectures across Japan.
Why are Japanese players focusing more on mid-priced lager? This is because of a potential change in the liquor tax on beer. Discussions are currently ongoing at government level about the tax scheme on beer. The government is planning to standardise the tax imposed on beer. The Japanese beer market is currently classified into three categories - "beer" (premium lager, mid-priced lager, ale and stout, according to Euromonitor International categorisation), "happoshu" and "New Genre" (both of which fall under economy lager, as classified by Euromonitor International) - with the liquor taxes currently imposed on each of the three categories being different. Taking the example of a 350ml beverage can of beer, a tax of ¥77 is imposed on "beer", ¥47 on "happoshu" and ¥28 on "New Genre", which leads to the higher price of "beer", in contrast to the lower price of "New Genre". However, under the proposed revisions a tax of ¥55 would be imposed on all types of beer. This would ultimately mean that the retail price of "beer" would be lowered, while that of "happoshu" and "New Genre" would increase, although the liquor tax is likely to be standardised in a phased manner over a period of five to seven years.

Mariko Takemura, Lead AnalystMariko Takemura,
Lead Analyst,
Euromonitor International
Although nothing has as yet been confirmed, the liquor tax scheme is thought likely to be revised in the near future. When the new scheme becomes effective, consumers will be encouraged to migrate to "beer". This will potentially change the landscape ot the beer market in Japan. In order not to be a looser then, manufacturers are keen to increase their shares in the biggest "beer" category, mid-priced lager.
15 Июл. 2016



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