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20112012201320142015217396820549241862811176253922231093SDBEERSDBEERSDBEERSDBEERSDBEERCENTRAL & EASTERN EUROPECAN FILLINGS CONTINUE TO GROW ACROSS THE REGION, BOOSTED BY GOOD WEATHER, STRONG SUPPORT FROM BRANDS AND THE ADDITION OF NEW CAN SIZES In 2015, Danish brewery Tuborg launched a series of special-edition cans as part of a colourful new promotional campaign that celebrated all the different ways of having fun. Five cans were launched onto shelves, each featuring a different colour that was linked to a particular mood or activity, which aimed to be a trigger for consumers to have fun in their own way. The coloured cans invited people to sing, play, feel, dance or share and then post their responses on social media using a dedicated hashtag. At the centre of the new campaign was a film that aimed to inspire people to live more colourfully, while also demonstrating how Tuborg always aspires to bring fun to people. CZECH REP. & SLOVAKIA HUNGARY OTHER EASTERN EUROPECAN FILLINGS FOR BEER AND SOFT DRINKS, 2011-2015 (MILLIONS OF UNITS) Beverage can fillings in the Central and Eastern Europe (CEE) region – which includes the Czech Republic, Slovakia, Hungary, Romania, Bulgaria, Croatia, Bosnia-Herzegovina, Serbia, Macedonia and Albania – increased for a fifth successive year in 2015, with total can fillings rising by 5.6% to 3.3 billion.Several factors have contributed to this ongoing growth, with the popularity of energy drinks, intensive promotional activities and new can sizes all helping to boost fillings within the region. Favourable weather during the summer months also had a positive effect on fillings, as more consumers reached for a chilled beverage in a can to help cool off. The soft drinks sector, in particular, enjoyed strong growth, with fillings up by 12.9% year-on-year. In the beer sector, can fillings increased by 2.3% across the region, while the can also continued to increase its share of the packaged beer market. Indeed, the can’s share grew by 4% and 6% in the Czech Republic and Hungary respectively, while pack share gains were also witnessed in the soft drinks sector.The popularity of the can in CEE was also highlighted by the acceptance of new can sizes, such as the 400ml and 473ml super sleek cans that were launched in 2015. Strongbow Apple Ciders was one of the first brands to embrace the new 400ml sleek can. Their designs provided a stylish standout on-the-go packaging format in a convenient serve size, which appeals to the drink’s key audience of young, urban professionals.SHOW YOUR TRUE COLOURS*BEER - SHARE OF MARKET BY PACK TYPE, 2015 (VOLUME) 36% Cans 49% Refillable glass 4% Non-refillable glass 11% Non-refillable PET*SOFT DRINKS - SHARE OF MARKET BY PACK TYPE, 2015 (VOLUME) 3% Cans 2% Refillable glass 95% Non-refillable PET3.3BNTOTAL CAN FILLINGS UP 5.6%2.2BNBEER CAN FILLINGS UP 2.3%1.1BNSOFT DRINKS CAN FILLINGS UP 12.9%A YEAR IN NUMBERS*Figures for Czech Republic and Hungary onlyMARKET SNAPSHOT• Favourable weather contributes to growth in fillings• Can continues to take market share from other pack types• New sizes strengthen can’s position64 EUROPEAN CAN MARKET REPORT 2016 COUNTRY REPORTS