AB-InBev Efes loses two brands and one percent market share
The loss of Miller Genuine Draft and Staropramen might cost AB-InBev Efes about 1 percent in market share, Russian media report. Before the end of the year the licensing contract between Molson Coors and AB-InBev Efes for the two brands in Russia will come to an end.
Instead, Molson Coors decided to transfer the Russian licenses to Heineken. A long-term contract was signed in September 2018.
Such is the promiscuity or flexibility of brewers that AB-InBev Efes will continue to brew MGD and Staropramen in the Ukraine.
Observers estimate that the loss of MGD and Staropramen could further nix AB-InBev’s plan to overtake Carlsberg/Baltika as the major brewer in Russia. According to second quarter 2018 results, Nielsen estimates AB-InBev Efes’ Russian market share at 25.8 percent, Heineken’s at 12.6 percent and Carlsberg’s at 31.4 percent.
The two brands only came under AB-InBev’s wings following its merger with Efes’ units in Russia and the Ukraine in 2017. Prior to that, Efes produced the brands which it had obtained from SABMiller after they created their alliance in 2012.
