The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms. The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
Beer market of Kazakhstan acquired both traits of East European countries and South Eastern Asia taking a transitional position between them by many criteria and consumption style. Yet there is a positive trend in beer production which differs Kazakhstan from most of the neighboring countries. The market has remained consolidated in the hands of two international players because of its small size. However, it faces dynamic processes such as fast growth of draft beer sales, up and downs of regional companies and Carlsberg Group’s ultimate expansion. Excessive mainstream segment has declined over the recent years, yet, Zhigulevskoe and national brands with regional links have yielded their positions to a range of new products. In our review special attention was paid to regional analysis of the markets. In 14 regions of Kazakhstan we compared the companies’ positions, the market price segmentation and DIOT channel development. Besides we have compared the beer market of Kazakhstan to neighboring countries. ...
Budweiser India assigns PR mandate to GolinOpinion
Budweiser, the global beer brand from Anheuser-Busch InBev, has appointed GolinOpinion to handle its India PR mandate. GolinOpinion is the PR division of the MullenLowe Lintas Group and is a joint venture with Golin. It is India’s premier communications consultancy servicing clients across segments such as consumer, travel and hospitality, financial services, infrastructure and real estate, media and entertainment and more.
The mandate for GolinOpinion is to build a strategic communication framework for Budweiser in India by establishing the brand’s core values that define it globally. GolinOpinion will also be responsible for leveraging Budweiser’s brand positioning as the leader in creating authentic experiences for their consumers; whether being through shaping music culture in the country or by simply elevating their beer experience on-site. This will be done with an integrated approach using GolinOpinion’s brand relevance process across both on and offline platforms.
Kartikeya Sharma, Marketing Director, AB InBev, India & South East Asia, said, “We are glad to associate with GolinOpinion as our PR partner. Their strong portfolio of brands, experience in this vertical and thorough understanding of our brand and our market requirements gave us the confidence to award them this mandate. Budweiser is recognised as the leading beer brand in the world and is known for elevating the consumer’s experience that goes beyond just the product. GolinOpinion came to us with a PR strategy that showed depth of strategic thought and creativity that was completely in sync with our goals for the brand in India.”
Ameer Ismail, Executive Director, GolinOpinion & dCell, MullenLowe Lintas Group said, “Budweiser is one of the most iconic beer brands in the world and we are delighted to partner with them. The management team has a very clear vision for the brand in India and we presented them with a distinctive PR approach, which will support help the brand consolidate leadership in the category.”
In India, GolinOpinion works using a g4 model, which is one of the most innovative steps in the PR and communications industry today. This model has four integrated communities of experts that deliver the deepest insights, boldest ideas, broadest consumer engagement and real-time relevance for clients instead of the traditional PR servicing managers who are more generalist in their approach. Additionally, The Bridge is a service offering from GolinOpinion that helps brands incorporate real time insights into their communication mix and create 24×7 meaningful engagement with their stakeholders.
30 Сен. 2016