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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.

Hite Jinro to use Vietnam as gateway to up presence in Southeast Asia

South Korea’s Hite Jinro seeks to expand its presence in Vietnam to make the country a gateway to the South East Asian market and strive to achieve 530 billion won ($475 million) in overseas sales by 2024, according to the company’s long-term outline.

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“We will develop tailored marketing solutions and strengthen our sales network to win the hearts and minds of the Vietnamese consumers with our main products Jinro soju and Hite beer,” the company’s chief executive officer Kim In-kyu said at a ceremony held to announce its future vision in Hanoi, Vietnam on August 29.

The company is targeting Vietnam where the Korean pop culture is immensely popular and consumers have stomach for strong liquor. It has launched Chamisul Classic soju that contains 19.9 percent alcohol and has a shrink-cap exclusively for the market. Soju is a clear, distilled spirit with high alcohol content, typically made from rice or barley, that is the most consumed alcohol beverage in Korea.

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The company aims to increase its share from the current 1 percent to 7 percent by 2020 in the Vietnamese distilled liquor market that has grown more than 17 percent over the past five years.

As part of product placement marketing, the company’s Jinro 24 and Chamisul soju will appear in a drama titled Forever Young 2 that was co-produced by Korea and Vietnam and will be aired on Vietnam Television (VTV) starting next month.

For promotion, the company also launched a girl group named Jinro Gril Group (JRGG) in partnership with Thailand’s Boon Rawd Brewery Co. last year in order to raise brand awareness through the group’s songs. It plans to set up a so-called antenna shop to promote and expand sales of its products and start TV commercials in Cambodia.

With a rising popularity of Korea’s unique soju and beer cocktail called ‘Somac’, it also seeks to raise its beer sales in the overseas markets by carrying out various promotional activities such as opening of Somac cocktail bars and issuing Somac licenses.

Hite Jinro is expected to achieve $17.05 million in exports this year, up 31.6 percent from last year. Its exports have been growing at a double-digit rate every year since 2011.

5 Сен. 2016

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