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BUSINESS UPDATE RUSSIA & UKRAINEBUSINESS UPDATE RUSSIA & UKRAINEQ1 2003Q1 2003
May 2003May 2003
2
BEVERAGE MARKET BY DRINK CATEGORY - RUSSIA BEVERAGE MARKET BY DRINK CATEGORY - RUSSIA
Source: Canadean: Annual Report 2002 Russia
*Liquid milk consumption, of which approximately half is used in cooking
0
50
100
150
200
250
300
350
400
97 98 99 00 01 02
Spirits
Wine
Tea
Milk*
SoftDrinksBeer
Coffee
Total 253 257 254 274 320 359Million hl
Share of beer 10.9% 12.9% 17.8% 19.0% 19.1% 18.7%%
Beer volume 27.6 33.1 45.3 52.3 61.0 67.0Million hl
Total volume, Million hl
CAGR1997-2002
%Spirits 10.5%Wine 3.8%
Tea -0.8%Milk* 13.0%
Soft Drinks 7.7%Beer 19.4%
Coffee 2.3%
3
0
50
100
150
200
250
300
97 98 99 00 01 02
Spirits
Wine
Tea
Milk*
SoftDrinks
Beer
Coffee
BEVERAGE MARKET BY DRINK CATEGORY - RUSSIA BEVERAGE MARKET BY DRINK CATEGORY - RUSSIA
Source: Canadean: Annual Report 2002 Russia
Consumption of Beverages per capita; Liter
Alcoholic intake per capita; Liter
CAGR1997-2002
%Spirits 10.08%Wine 4.10%
Tea -0.61%Milk* 13.15%
Soft Drinks 7.54%Beer 21.36%
Coffee 2.37%
CAGR1997-2002
%Spirits 10.08%Wine 4.10%Beer 21.36%
0
10
20
30
40
50
60
70
97 98 99 00 01 02
Spirits
Wine
Beer
4
MARKET GROWTH - RUSSIA MARKET GROWTH - RUSSIA
2002 2003Source: SIL estimation, State Statistics Office
20.0%
28.0%
20.0%
13.0%13.8%14.7%12.4%
3.8%
-5.6%-4.6%
7.0%
1.9%
-5.0%
-7.9%
-2.3%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
5
MARKET VOLUME BY PACK - RUSSIA MARKET VOLUME BY PACK - RUSSIA
Source: SIL estimation, State Statistics Office
6.1% 6.1% 6.2% 6.2% 6.3% 6.3% 5.2% 4.8% 4.8%
62.0% 57.9% 56.5% 55.5% 55.5% 55.1% 53.5% 53.7% 51.9%
26.2%28.5% 28.4% 28.5% 28.5% 28.3% 30.3% 30.6% 32.3%
5.8% 7.5% 9.0% 9.7% 9.7% 10.3% 10.7% 10.9% 11.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-02 Mar-02 May-02 Jul-02 Sep-02 Nov-02 Jan-03 Feb-03 Mar-03
Can
PET
Bottle
Keg
6
STELLA ARTOIS STELLA ARTOIS
Samara, “Zvezda”, April 7th 03
Stella Artois Cinevisibility consumer program in major Moscow and 7 regional
cities movie theatres
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
January February March
2002 2003
7
STAROPRAMEN STAROPRAMEN
Launched on 13.03.03 in 50 cl & 33 cl bottles
The first trade feedback is very positive
April sales in line with the forecast
OOH campaign in Moscow (April)
National TV campaign is on air
8
SIBIRSKAYA KORONA SIBIRSKAYA KORONA
Achievements
Launch of Proprietary bottle with new label
design in March
Positive feedback from consumers
Launch supported with national TV, OOH in
largest cities of Russia
Launch of Sibirskaya Korona in PIVOPACK®:
SK Vesenneye (Spring) seasonal variety –
launched in March
Launch of new varieties:
SK Krepkoye (Strong) Lux in Proprietary
bottles and cans – launched in February
SK Rubinovoye in Proprietary bottles –
launched in mid April. Support by OOH in
East Regions.
9
KLINSKOYE KLINSKOYE
Achievements:
Redkoe Launch
Proprietary bottle
PIVOPACK® Launch
Label Change
10
KLINSKOYE REDKOE LAUNCH KLINSKOYE REDKOE LAUNCH
TV Commercial – January 2003
Redkoe has been the first innovative product for the brand and now it is a
significant brand variety sold at a premium price.
Redkoe TVC – 1st place in Independent Voting (March 2003)
Consumers find liquid very unique and tasty!
Dec-02 Jan-03 Feb-03 Mar-03
11
TOLSTIAK TOLSTIAK
City format Design
1 L PET successfully launched -
over 10% YTD in the brand’s mix.
Tolstiak PR program (Quality Image
Support) in progress:
Distributors’ program
Retailers’ program
Tolstiak Quality Campaign:
Factory Tour TVC – on air from April 14
Tolstiak regional support:
POSM program, new POSM designs
developed
Consumer promotion in Urals
Local PR
12
BEVERAGE MARKET BY DRINK CATEGORY - UKRAINE BEVERAGE MARKET BY DRINK CATEGORY - UKRAINE
Source: Ukrpivo & Derzhcomstat
0
5
10
15
20
25
30
35
40
97 98 99 00 01 02
Champagne
Wine
Strong alcoholicdrinks
Alcopops
Juices
CSD
Mineral water
Beer
Total volume, Million hl
Total 17.0 19.1 23.6 27.4 33.0 35.9Million hl
Share of beer 33% 33% 34% 36% 35% 38%%
Beer volume 5.6 6.3 8.0 9.7 11.5 13.5Million hl
CAGR1997-2002
%
Champagne -9.5%Wine 5.6%
Strong alcoholic drinks -5.9%Juices 21.8%
CSD 14.6%Mineral water 33.1%
Beer 19.0%
13
BEVERAGE MARKET BY DRINK CATEGORY - UKRAINE BEVERAGE MARKET BY DRINK CATEGORY - UKRAINE
Consumption of Beverages per capita; Liter
Alcoholic intake per capita; Liter
Source: Ukrpivo & Derzhcomstat
0
10
20
30
40
50
60
70
80
97 98 99 00 01 02
Champagne
Wine
Strong alcoholicdrinksAlcopops
Juices
CSD
Mineral water
Beer
0
5
10
15
20
25
30
35
40
97 98 99 00 01 02
Champagne
Wine
StrongalcoholicdrinksAlcopops
Beer
CAGR1997-2002
%Champagne -8.7%
Wine 6.5%Strong alcoholic drinks -5.1%
Juices 22.9%CSD 15.6%
Mineral water 34.2%Beer 20.0%
CAGR1997-2002
%Champagne -8.7%
Wine 6.5%Strong alcoholic drinks -5.1%
Beer 20.0%
Consumption of beer per capita, Liter/year 11.2 12.6 16.1 19.8 23.6 27.8
Total alcoholic intake per capita, LiterYear 19.8 21.2 25.1 30.1 34.0 37.3
Beer share of alcoholic intake 57% 60% 64% 66% 70% 75%
14
MARKET GROWTH - UKRAINE MARKET GROWTH - UKRAINE
4.2%
35.4%
14.4%
24.2%
41.0%
14.5%
0.7%
7.7%
24.1%
18.7%
-5.9%
6.6%
26.6%
7.2%
17.6%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Source: Ukrpivo & Derzhcomstat
15
MARKET VOLUME BY PACK - UKRAINE MARKET VOLUME BY PACK - UKRAINE
61.2% 61.1% 61.1% 65.5%58.5% 58.6% 59.9%
23.3% 20.3% 17.9%20.0% 28.2% 27.6% 26.8%
12.2% 15.6% 19.2% 11.4% 12.0% 12.5% 11.9%
1.3%1.2%1.2%2.9%1.4%2.6%2.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2002 Q2 2002 Q3 2002 Q4 2002 Jan-03 Feb-03 Mar-03
OtherCanKegPETBottle
Source: Ukrpivo & Derzhcomstat
16
Q1 2003 BRAND INITIATIVES - UKRAINE Q1 2003 BRAND INITIATIVES - UKRAINE
Main product initiatives:
Launch of Chernigivske Bile (wheat) 1L PET in March
Launch of Chernigivske Mitsne (strong) in 2L PET
Rogan Svitle (light) launch in bottle & keg (to fill niche in value segment)
Key brands performance:
Stella Artois: + 116%
Chernigivske: + 51%
[including Bile (wheat variant)]