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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.

Mendicant monks on labels…

Numerous mendicant orders – Franciscans, Carmelites, Dominicans, and Augustinians – left a huge trace in the history of mankind, but a smaller trace in brewing, for one simple reason. Unlike Benedictines they considered economic activity subsidiary, distracting brothers from way to God. Some orders didn't even own property though it wasn't an immutable rule. Nevertheless, a number of the largest beer brands are connected with mendicant orders due to use of their names.
Catholic Bavaria, of course, is notable by a lot of brands appealing to church. Faces of monks on their labels became world renowned "face" of the Bavarian beer. Especially it is worth accentuating Munich three of Augustiner, Franziskaner, Paulaner, and also Kapuziner from Kulmbach. However, today the church doesn't take any part in the production of these brands.

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Similarly, since 1328 up to the secularization of 1803 the monastery of Saint Augustine brotherhood brewed beer with the corresponding name – Augustiner. After the brewery was transferred from the church to private hands there was a repeated change of the production site, but the name of the brand remained and there remained an image of an elderly monk on the label.
28Wheat Franziskaner beer – another wordly known brand, has only indirect relation to church, despite the image of the Franciscan monk. In the Middle Ages this order tried to disassociate itself from economic activity. This ancient brewery was simply founded near the monastery.

One of followers of Saint Francis and his ideas of monastic poverty was also called Francis. He lived in the city of Paola and founded the Order of Minim Brothers known for the asceticism in the beginning, and subsequently for its scientific and teaching activity. At the beginning of the XVII century Minim monks founded a brewery in Munich, which soon moved into private hands. But Francis from Paola is represented on the label of the largest exporting brand – wheat Paulaner beer.

Bavarian company Kulmbacher Brauerei in 1987 expanded its range, producing a wheat sort of beer – Kapuziner, thereby occupying a free niche among known Catholic orders. The Capuchins were one of the largest branches of Franciscans and were actively engaged in missionary activity. According to the site of Kulmbacher Brauerei, their beer is brewed by ancient rules of abbey brewing, in particular in traditions of "the country of Capuchins", where the roots of German wheat beer originate.

A similar example of name use of a mendicant order is not German, but Belgian Triple Karmeliet beer. Their succession is that brewers of the Bosteels Brewery company appeal to the original recipe of beer which is dated 1679. According to the legend, it originates from the monastery of Carmelites in Dendermonde, Belgium. However in that case the brewers didn’t need monk’s image.

Next: ...and real monks ->

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