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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.

India. Under Michael Jensen, Carlsberg has more than doubled its business

For 54-year-old Michael Jensen, who heads Carlsberg in India, it's not easy to sell products that mostly appeal to consumers half his age. Yet, in his three-year stint as the chief executive of the Danish brewer in India, he has managed to more than double the business to exceed Rs 1,000 crore in calender year 2015.

jensen"It's not difficult if you are little young at heart. But you want to remind yourself constantly that what I know might not be what other people want. So listen to consumers," said Jensen. So far, he has his ears to ground. For a man with an MSc in Marketing, Market Analysis and Consumer Behaviour and another in International Business, Trade, and Tax Law, that shouldn't be difficult, even if the country is as diverse as India.

Unlike most other markets, where Carlsberg's top seller is the milder version of lager, Jensen has been focusing on brands such as Tuborg Strong and Elephant in India because strong beer accounts for 80% of country's overall sales volume of 300 million cases.

His bet seems to be paying off — while the Copenhagen headquartered firm is still a fifth in size compared to Heineken-owned United Breweries in India, the company has managed to take its share to nearly 16% of the market from about 6% five years ago. And Tuborg is the largest premium international beer brand in the country.

Carlsberg is the third largest player in India, trailing market leader United Breweries which has 51% share and SabMiller with 23% share of the market. But in a country that, for the past three years, have seen tipplers sobering up and market growth slowing to 5%, Carlsberg has been growing by more than 40% each year. The company attributed the growth to focus on key markets, especially cities, keeping its brand portfolio limited and expanding its manufacturing footprint.

"We have doubled our reach to 40,000 outlets but have kept our focus on top 140 cities. By forgeting the rest, you can concentrate on offering coolers and use of signboards in a better way," said Jensen.

The parent company in its long term strategy — Sail 22 — has identified China, India and Vietnam as key drivers for growth. This fuels Carlberg's aggressive expansion — it now has seven breweries on ground and 2 co-packers in India.

The alcoholic beverages industry in India is heavily regulated, with excise and other taxes forming an important source of revenue for state governments. In states that collectively account for 70% of the industry's revenue, the government controls manufacturing, distribution, retailing and pricing of liquor. This makes it difficult for most companies to make higher profits.

For instance, a 650 ml bottle of Carlsberg costs Rs 60 in the western coastal state of Goa but in West Bengal, it sells for Rs 130 and in Maharashtra, Goa's bigger neighbour, its retails at Rs 160. While the industry has been lobbying to sort the multiplicity of tax issues with the government, Jensen likes to deal with it in his own Danish way. "I grab a cold beer and put my feet up. The world suddenly becomes far better."

19 Авг. 2016

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