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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.

Sapporo expands target market in Vietnam

Japanese brewer Sapporo Holdings is launching a cheaper beer brand later this month, marking its expansion from the high-end segment of the Vietnamese beer market.

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According to the Asian Nikkei Review, the new label will be launched on July 28 and is expected to be sold for between VND13,000 and 15,000 (US$58 and 67 cents) per 330 ml can at volume retailers, around 19 cent cheaper than the company’s mainstay Sapporo Premium lager.
The new product will target the middle class. In Vietnam, food stands and large cafeteria-style restaurants sell mid-to-low-price brews that account for the majority the market. The company apparently aims to sell some 150,000 cases of the new product this year.
Sapporo has been exclusively targeting the high-end segment with the Sapporo Premium label.
This segment has recently seen increasing competition, with Vietnam Brewery Limited Company (VBL)’s Heineken, AB Inbev’s Budweiser, Carlsberg Vietnam’s recently launched Tuborg and state-run Sabeco’s Saigon Special.
Competition is tough in the lower-priced segment, too. Low-cost beers in Vietnam, with brands such as Sabeco’s 333 and Saigon or Habeco’s Hanoi beer, and the only foreign player, VBL’s Tiger, all sell at about US$55 cent per 330 ml can or lower.
Sapporo launched Sapporo Vietnam as a joint venture with state-run tobacco company Vinataba in 2010. Last year, Sapporo Holdings bought the partner’s stake to turn Sapporo Vietnam into a wholly owned subsidiary. The company sells the Sapporo Premium beer brand it manufactures at its Long An factory.
The company reported growth in sales in 2015. Sapporo’s plan in Vietnam, according to its 2015 annual report, is to continue expanding and establish its subsidiary as a base for strengthening exports to the region.
In the conference call with general manager of the investor relations section regarding Sapporo Holdings’ results in the first quarter of this year, director Shinichi Soya said the growth of Vietnam’s premium beer market is curbed “due to increased liquor taxes and other factors and competition in the market is also becoming intensified.”
“We made our presence in Vietnam as a bridgehead whereby the Sapporo brand can penetrate Southeast Asia as a premium brand. Currently, we are still more in the phase of gaining recognition rather than securing profit,” he said.
Data by released by Vietnam Beer-Alcohol-Beverage Association showed that 3.4 billion litres of beer was consumed in Vietnam in 2015, up 10% on-year. The growth rate of the beer sector in the last few years is lower than in the 2005-2010 period.
The association forecasted that in 2016 the freshly signed free trade agreements will result in tariffs being lifted on many products, including beer, which is going to pose a big challenge for local companies.

18 Июл. 2016

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