AB InBev продолжает терять российский рынок


Оборот пивоваренной компании сократился на 13,6%.
Пивоваренная компания Anheuser-Busch InBev подвела итоги четвертого квартала и всего 2013 года. Глобальный оборот сократился на 2% и составил 425,9 млн. гектолитров. В Центральной и Восточной Европе (CEE) объемы упали на 15,8% по итогам прошлого года и на 24,8% – в IV квартале.

Российский рынок сократился на 13,6% в 2013 году и на 15% – в последнем квартале. Ситуация соответствует общему положению в отрасли, на которое влияют законодательные ограничения. Кроме того, AB InBev ориентируется на премиум и суперпремиум-сегмент, за год доля этой продукции в российском обороте выросла с 35% до 37%. Уверенно себя чувствует и бренд Budweiser – благодаря Китаю, Бразилии, России и Великобритании он подрос на 6,4%.

В другой стране региона CEE – Украине – падение годового оборота составило 18,9%, а в последнем квартале рынок рухнул на 41,3% из-за нестабильности и последовавшего сокращения потребления.

Годовая выручка в Центральной и Восточной Европе уменьшилась на 11,9%, глобальные доходы увеличились на 3,3%. Ключевые бренды показали снижение на 0,9% в количественном выражении из-за неблагоприятной макроэкономической ситуации, международные бренды прибавили 4,7% благодаря Budweiser и Corona.

Валерия Вершилова


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