Categoria de bere – campioana sezonului 2016 in Comertul Traditional

Cristian Pintiuc

Regional Sales Manager Moldova

Retrospectiva 2015

Macroeconomics

PIB

Inflatia

Somajul

Piata Berii - Romania

Evolutie piata bere la nivel de canal

Sursa : Nielsen

Categoria de bere, sursa de crestere a veniturilor in 2016

BEVERAGES KAI (Nielsen, value KRon)

CATEGORY Sept YTD LY Sept YTD TY Share 2013 Share 2014 Uplift

BEER 618,404.8 663,792.0 24% 24% 7.3%

BEER ALCOHOL FREE 15,525.6 15,576.1 1% 1% 0%

BEER ALCOHOLIC 602,879.3 648,215.9 24% 24% 8%

WINE 215,781.1 225,749.0 8% 8% 5%

DRAFT MINERAL WATER 3,476.7 4,097.3 0% 0% 18%

ENERGY DRINK (READY TO DRINK) 30,390.2 39,038.7 1% 1% 28%

ENERGY DRINK NON CARBONATED (RTD) 561.9 760.9 0% 0% 35%

FRUIT DRINKS & NECTARS 101,556.9 119,378.4 4% 4% 18%

FRUIT JUICES PURE (100%) 36,268.4 42,504.5 1% 2% 17%

ICE COFFEE 1,661.9 2,353.2 0% 0% 42%

ICE TEA (READY TO DRINK) 46,572.6 41,496.7 2% 2% -11%

JUICE MILK DRINK 12.4 0.7 0% 0% -95%

LEMON JUICE 475.9 588.8 0% 0% 24%

MINERAL WATER 326,197.6 357,811.0 13% 13% 10%

MINERAL WATER (FLAVOURED) 2,332.4 2,821.2 0% 0% 21%

MIXERS - NON ALCOHOLIC 6,404.8 6,942.4 0% 0% 8%

SOFT DRINKS 541,123.7 588,768.2 21% 21% 9%

SOFT DRINKS NON-CARBONATED 2,763.1 4,094.9 0% 0% 48%

SPARKLING FRUIT DRINKS/NECTARS 2,737.7 3,123.1 0% 0% 14%

VEGETABLE DRINKS/NECTARS 588.4 772.0 0% 0% 31%

VEGETABLE JUICES PURE (100%) 2,979.9 3,342.8 0% 0% 12%

SPIRITS 239,282.6 243,902.2 9% 9% 2%

ALCOHOLIC MIXES 44,028.1 40,459.9 2% 1% -8%

TOTAL 2,557,985.2 2,752,188.5 100% 100% 8%

Share Of ThroatBerea este cea mai importanta categorie in Beverages (24% in valoare)

Convert consumers and shoppers in to more premium

areas of the Beer category through brands that are

credible

Make it easier to grab cold beer to fit in with

consumers demand for drinks ready to go,

with or without food

Excite consumers with new and exciting brands

and flavours

Give consumers an exciting platform for

pursuing a healthier lifestyle

Give shoppers and consumers greater

help and confidence to find new Beers

Create excitement & generate value in the

familiar favourites

Category Drivers

Our Portfolio

Cum intampina Bergenbier S.A. trendurile din comertul

traditional?

Innovative TMK Activities & POSM’s

Innovative TMK Activities & POSM’s

Drivers

More People

More Often

Spending more

Buying more

Hitting TargetsUnderstanding shopper

CATMAN Projects

1 2 3 4

Enablers

Range

Space

LayoutPOSM

Price

Promo

Product Innovation – Bergenbier ALE

Superior Taste Award 2016Produsul Anului 2015 in categoria de bere

Q & A