in the first half of 2009, Ukrainian beer market has continued to decline. According to estimates by Galina Korenkovoy, Director General of JSC Ukrpivo in January - July, beer boiled 191 million given foam, which is 6.4% lower than for the same period last year. However, neither a loss nor a particular sadness about this in the brewers there.

tightening competition, difficult market conditions (decrease of foam, the increase in the cost of production of beer), the deterioration of working conditions (an increase in excise tax on beer in more than 2 times), it would seem, could tightly bind the hands of manufacturers of foam. Nevertheless, for some players, a balanced range ofportfolios, the crisis was a period of concentration on the promotion and realization of the old, proven and profitable brands. Others, however, he pushed for a stronger portfolio of trade marks. The growing market, you can not take special steps to finding and promoting new brands, as the financial performance of companies and are so good. In the same conditions, the fall market, the tightening competition the players are starting to fight not only for every price segment, but also for each segment of the consumer, - commented on the situation Maxim Vasiliev, marketing director of OOO TPK Persha private brovarnya.

under license

BUSINESS

how to write, at least the past two years on the domestic beer market has tended to reduce the proportion of lower-price segment, and the dynamic growth of the share of medium and high price segments. This growth is estimated brewers, in 2008, compared with 2007, amounted to about 10% and 15% respectively. It should be noted that the high price segment of Ukrainian market of beer formed mainly licensed beverages (beer foreign brands are usually produced in Ukraine for a license contract between the company - the owner of the brand and the local producers). In past years, production of licensed brands was due to the market. Proschupyvaya market demand for the withdrawal of one or another brand, beer - the representatives of international companies mastered the production of beer of any brand of parent company, and displays it in the domestic market.

Then the interest of domestic consumers to the beer well-known brands, in addition to the proposed more affordable than imported drinks, the price was due to an increase in the purchasing power of the Ukrainians, their desire for novelties. As the time, despite the crisis and the deterioration of purchasing power, the interest of the public to licensed products in Ukraine remains high. In the country until 2009, there were up to a dozen brands of beer license. In the current crisis in three brewing companies operating in the Ukrainian market, added to their portfolios of licensed brands.

BUSINESS

As mentioned at the end of February, the company Slavutich , Carlsberg Group became the exclusive importer and distributor of Mexican beer Corona in Ukraine and Moldova. Corona is not a brand name of the parent company, and it will not produce at Ukrainian facilities. The owner of brands - Grupo Modelo - produces this beer in Mexico and sells around the world through partners. Now, according to Helena Markova from Slavutich, Carlsberg Group of five licensed brands for some 17% of the total sales of beer.

The most anticipated was the withdrawal of two other licensed brands brewers: beginner Ukrainian beer market - the company SABMiller and old - by Obolon. SABMiller owned it at the Donetsk plant Sarmat at the beginning of this year, local production of beer brands of the parent company Velkopopovicky Kozel and Golden barrel. New international players are out of luck, he was not caught the explosion of the Ukrainian beer market (and have little hope that someday the market will think the positive momentum at the level of 10-15% …), and the withdrawal of new company-owned brand has coincided with a decline of foam in the country … But do not expand and did not improve its assortment portfolio, going into a new market, SABMiller can not. We appreciate the potential of the beer market in the long term and believe that the economic situation in the future will change. And by that time we would like to have an attractive portfolio of brands for consumers , - said Igor Tikhonov, general director of CJSC Sarmat. Obolon, not the first year, declared the intention to issue the license beer, summer, added to his assortment of licensed brand portfolio of the German Bitburger Premium Beer, the company owned by Bitburger Braugruppe.

According to Victoria Alimov, Head of Division of Export JSC Obolon, the company has been negotiating with several brewing companies, including Warsteiner. Some competitors believe that the license to produce beer company started as not achieved the expected sales of its local brand Magnate is also positioned in the high-price segment. However, Vitaly Tkachenko, Deputy Director of Sales and Marketing JSC Obolon, said that the volume of beer production Magnat company meeting. Given the marketing costs on a project to re-brand Magnat We appreciate this project as a positive, - summed up the expert. The company produces beer Bitburger in aluminum banks and kegah. Until the end of the year Obolon plans to cook a 100-120 tys.dal a new beer. The company has received permission to export the beer Bitburger in some CIS countries, Middle East and Asia. I must say that many of our neighbors know that a brand is much better than in Ukraine, so in the development of export supplies of Bitburger figures for the production of the drink can significantly increase , - noticed Alimova.

Note: interest in the licensed products could not help but impact on market performance. According to different estimates of research company, today the market share of licensed beer segment and quantitatively and in monetary terms, though only slightly, but steadily increasing.

    

Manufacturers - about beer license

Elena Markova, Head of Public Relations of Slavutich , Carlsberg Group

- In 2009, we have no plans to launch new licensed brands. Now the company has a balanced portfolio of brands. Ukrainian beer market is declining, so the output of new brands on the market falling in this case inappropriate.

Igor Tikhonov, Director General of JSC Sarmat

- The company Sarmat now comes in two licensed beer brands Velkopopovicky Kozel (April 2009) and Golden barrel (June 2009). Conclusion licensed brands was primarily a result opportunities in the market, in which the company sees the long term. We closely monitor the dynamics and market trends, consumer preferences and bring to market and other licensed brands, if a favorable opportunity.

Victoria Alimov, Head of the Export JSC Obolon

- Company from 2002 to look for opportunities to produce beer license. The main criterion for choosing the brand became a trademark belonging to an independent company, which is not part of the transnational companies. The first talks with representatives of Bitburger Braugruppe held in July 2008, 29 April, we signed a license agreement with the company for the production of beer Bitburger Premium Beer for two years with the possibility of further extension of its validity.
   
    

Alla Silivonchik

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