The intoxicated cultureOn the average the inhabitant of Russia drinks 78 l of beer a year that on 25 l it is less, than the Englishman, and on 85 l - than the inhabitant of Czechia. Russians drink a foamy drink anywhere, but only not in bars or cafe that speaks about a pitiable condition of culture pitija. To move citizens drinking beer from street to bars - a problem of the brewing companies. The last see some mechanisms of a solution of a problem: active propagation of the moderate and responsible consumption, development of segment HoReCa and revival of historical traditions.
According to the research spent by company SABMiller in 15 countries of the world, beer for Russians - first of all a drink for dialogue: about 85 % of the Russian respondents prefer to drink beer in the bosom of the family or with friends as it is accepted and in Europe. However, as has shown poll Romir, only 17 % of Russians drink beer in pubs. The others frequently collect the “ a circle of friends “ in the street or at entrances.
Such state of affairs did not suit many, including brewers. The union of the Russian brewers (SRP) has acted as one of initiators of adoption of law about an interdiction of retail of beer the minor and the uses of beer by minors in public places which has come into force in 2005. But even earlier, in 2004, on light has appeared “ the Code of honour of the Russian brewers “ which the basic participants of the market have signed. They have incurred the obligation to propagandise responsible and moderate consumption of beer, that is to build “ the stable, open and correct communications with consumers “. Effective forms of these communications are industrial tourism (the organisation of excursions to manufactures) and social advertising. “ at similar excursions to our factories we explain, why it is impossible to drink beer till 18 years why it is impossible to drink much and as it is better to drink beer “ - Alexey Kedrin, the chief of department on public relations " speaks; the Brewing company “ Baltic “ “. In the field of social advertising by the trailblazer there was company SUN InBev. Alexey Shavenzov, the senior manager on corporate communications SUN InBev, tells: “ In the social rollers we try to inform to Russians thought on inadmissibility of alcohol intake in its any kind at the wheel, and to consciousness of teenagers - that the use of alcoholic drinks at minor age harmfully “. “ Advertising “ communications have gone right: the protagonist of a roller “ Solve today! Tomorrow will be late “ - the teenager with the person spivshegosja the old man - makes exclusively oppressive impression.
all - in a pub!
one more means of formation of culture pitija brewers see development of a segment HoReCa (reduced from Hotels, Restaurants, Cafe). Today the most part of commercials of the brewing companies sends consumers in restaurants and bars. “ rollers, - mister Kedrin, - one of the basic communicative channels considers, and, creating such advertising, we count that consumers will see such culture of consumption of beer - in quiet, comfortable conditions “.
But one only rollers and policy statements it is not enough to disaccustom Russians to drink beer in the street, economic levers are necessary, Alexey Kedrin admits. The chairman of executive committee of the Union of the Russian brewers Vyacheslav Mamontov considers that such lever should be “ creation of conditions for attraction of investments into segment HoReCa and opening of the institutions accessible to the majority of the population “. “ All over the world small restaurants and cafe are opened by so-called small-scale business. But we with it have some problems. Because now, in my opinion, the exit on the market for small-scale business is too combined. I, for example, live in Krylatsky (area on severo - the West of Moscow). Here there is a maximum five places where I can sit with friends, and the cheapest beer in these institutions costs about 100 rbl. “ - Alexey Shavenzov complains. In its opinion, it not all on a pocket.
now, according to Vladislav Kochetkova, analyst IK “ finam “ in Moscow is not less than 600 profile pubs and restaurants. But even in the Russian capital where this segment is most developed, one restaurant place is necessary on 2 thousand persons that in 8 times it is less, than on the average across Europe where 250 inhabitants apply for one place only. In a province business is even worse. “ therefore, - Alexey Kedrin continues a theme, - the state should take steps towards to small-scale business, including small-scale business in segment HoReCa. If bar creation on - former is interfaced to requisitions and red tape it does not undertake not only small and average business, but even large “.
On the other hand, growth of incomes of the population in big cities has already led to chronic absence of empty seats in bars and restaurants, especially by the end of working week. On the statistican, city dwellers start to visit periodically cafe and restaurants, having the income of $500 in a month, and regular clients of similar institutions are those who in a month earns $800 - 1000. under forecasts MERT, the next three years real incomes of the population will grow on 8 - 10 % a year. In spite of the fact that this indicator below rates of inflation, the brewing community is assured that expenses of Russians on campaigns in restaurants and bars will increase. First of all because the share of expenses on acquisition of foodstuff will be reduced. It is the general law for active developing countries.
In this connection Alexey Kedrin from “ Baltic “ predicts annual 10 - percentage growth of sales in HoReCa. Experts of group of companies Efes in Russia count that within three years on a segment ontrejd, that is nebutilirovannogo, or casting, beer will have to 20 % of the Russian market. Forecasts, seemingly, not groundless: for this segment the steady gain of sales volumes is already characteristic. If in 2005 share HoReCa made 7,5 %, in 2006 - 8,4 %, and in 2007, at a rough guess, - about 9,5 %. According to Alexey Zinoveva, the sales manager in segment HoReCa “ Breweries Hejneken “ company sale in HoReCa following the results of last year has grown on third, and now the beer on draught share has in money terms come nearer to 10 %.
Interest to ontrejdu is high from - for segment saturation oftrejd (butilirovannogo beer) which growth, according to the experts, the next years will be slowed down to 3 - 5 %. This decrease has induced domestic brewers on solid investments into installation of new lines on beer pouring in kegi, and also on creation of new structural divisions in services of sales. And some of them have started talking even about a business diversification. For example, the personal computer “ Ochakovo “ the next three years plans to open 200 sports bars the area 150 - 500 sq. m everyone and by that to increase a share of sales in ontrejde to 30 - 35 %. At the moment such bars work in Belgorod, Penza, Klimovsk and Moscow. Company SABMiller RUS also intends to develop special thematic bars for some of the brands.
Besides, all brewing companies co-operate with public catering establishments. Brewers give to the partners “ brendirovannoe “ the trading equipment, POS - materials, ware and even furniture. Such partnership means also training of barmen and waiters at the expense of the company. “ We train the personnel of bars and restaurants. We learn them how correctly to submit beer, to lay the table, what beer is better combined with what products. We hold competitions among barmen, and their winners train in Europe and take part in the international competitions “ - Alexey Shavenzov tells. “ Information and educational programs of the company both for consumers, and for employees of institutions of the channel ontrejd are directed on formation of the responsible relation to beer consumption, as informing and training and consumers, and the personnel of restaurants - a necessary element of development of culture of consumption of beer to Russia “ - the director for corporate questions of company SABMiller RUS of Nadezhda Hotina underlines.
There is one more positive moment in growth of sales nebutilirovannogo beer. It involves lifting of allied industries: manufacture “ firm “ The trading equipment, ware, furniture, POS - materials takes place not on capacities of the brewing companies, and on the party that conducts to growth of the market and employment increase.