The first place in the Russian beer market was first taken by AB InBev Efes, having replaced the long-term leader Baltika (a member of the Carlsberg Group), Vedomosti reported citing data from Nielsen employees of two brewing companies. They did not disclose other data.
AB InBev Efes produces beer under the brands Bud, Sibirskaya Korona, Stary Melnik, Hoegaarden, Klinskoye and others. The company appeared after the merger of businesses in Russia and Ukraine, the world’s largest producer of beer Anheuser-Bush InBev and Turkish Anadolu Efes. This was preceded by the merger of AB InBev with SABMiller. At the time of the announcement of the creation of AB InBev Efes in 2017, its total share in the country was 27%. The company ranked second.
Baltika produces beer under the brands of Baltika, Carlsberg, Tuborg, Zatecky Gus. Since 1996, according to the company, it has been a market leader.
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Baltika President Lars Lehmann through the press service said that the company was not satisfied with the results of last year, since its share decreased by three percentage points – from 30% from 2018 to 27% in 2019. According to him, sales fell by 8%, in particular, due to a reduction in the sale of low-cost products. At the same time, sales of premium brands (Kronenbourg Blanc and Grimbergen) increased. “We try to maintain a balance between profit and market share in order to maintain the sustainability of our business and that of our partners,” said Lehmann.
On the eve of the Union of Russian Brewers announced a price dumping in the beer market. The statement was made after withdrawing from the Baltic Union, Heineken and AB InBev Efes. It is noted that their exit is a “pre-planned action”, which, however, “will not affect the activities” of the organization.
Baltika, Heineken and AB InBev Efes announced their withdrawal on February 11th. A joint statement by the companies noted that the decision was connected with “fundamental disagreements with other members of the union regarding a strategy to combat the illegal market, including issues of state regulation of prices, prescription restrictions and a differentiated approach to excise policy.”
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