Ukraine: SUN InBev Ukraine market share and beer output decline last year

The market share of SUN InBev, AB InBev’s Ukrainian unit, declined in 2012 to the lowest in the last ten years, Kommersant Ukraine reported on March, 28.

According to an official press release, the company’s share of the Ukrainian beer market dropped by 1.8% to 34% last year. SUN InBev Ukraine explains the decline by the “aggressive competition strategy of its rivals aimed at increasing market share at any cost”, but analysts also point out the fact that it invested too much in the promotion of its newly introduced in Ukraine Bud beer, which weakened the marketing support for its other brands, especially Chernigivske.

SUN InBev Ukraine’s beer output fell by 10.3% to 9.3 mln hl last year, the lowest since 2006. Ukraine’s total beer market declined by 1% to 30.3 mln hl in 2012.