Kirov manufacturer "Vyatskiy brew" signed a contract in China
Manufacturer "Vjatskogo kvass," thundered the whole country after the December press conference, Russian President Vladimir Putin agreed to supply its products to China. It is about 100 thoUSAnd. Gave the end of 2015. For JSC "Vyatich" This is the third contract for overseas delivery, so since the fall of the company, 80% increase in the production of kvass since the press conference, will build a new line of leaven, which will double the production. Experts point out that in the fall of the ruble to the yuan Russian kvass will be competitive in the Chinese market, but the Russian could boost demand through brand recognition. JSC "Vyatich" made with Harbin export-trading company "Heleba 'contract for supply to China of all kinds of plant products. According to the company, in China it is planned to deliver beer, "Vyatskiy kvass», mineral water and soft drinks. Delivery is scheduled to begin in the fall. In general, before the end of the year to China by rail is planned to ship 100 thoUSAnd. Gave drinks. Now the same amount calculated absolute daily production capacity of kvass "Vyatich". In June, the company produced 25 thoUSAnd. Dal of kvass daily in July and August - about 15% and 25%. "Sales volume is continuously growing, despite the failure to" leavened business "cool summer", - noted at the factory. To meet growing demand in the autumn of 2015 "Vyatich" plans to begin construction of a new line of leavened capacity of 100 thoUSAnd. Given to investments of about 500 million rubles. • JSC "Vyatich" recorded in 1993. Over 80% of the shares owned by LLC "Family" Nicholas Kuragin. The main activity - production of beer, also specializes in the production of soft drinks and trade. The company's revenue, according to, in 2013 amounted to 1 billion rubles., Net profit of 182.9 million rubles. China became the third foreign market for "Vyatich": the company has already started shipping to Germany and the United States. Recall, federal and international fame "Vyatskiy kvass" received after the press conference Vladimir Putin in December 2014. Then Kirov journalist of the newspaper "Reporter" Vladimir Mamatov complained to the President for waiver of federal retailers work with local producers, in particular to sell "Viatka brew." Since that time, according to the company, the production of kvass in the company has increased by approximately 80%. According to one of the top managers' vyatichi "Chinese interest in the product caused by the devaluation of the ruble, which improves price position and increased quality of life of the Chinese, allowing to expand its product basket. According to preliminary estimates the company, in China there are approximately 12.8 million potential consumers of traditional Russian drink, which is an alternative to Western and traditional Chinese soda drinks. Competitors' Vyatich "in China will become a major Chinese food manufacturers who produce annually more than 100 thoUSAnd. Tonnes of kvass under their own brands. "This is not the first attempt to come up with a Russian kvas company into the Chinese market. This is a special market, which consumes a large amount of soft drinks, but mostly it's the tea, "- said Deputy Director of the Research Institute of brewing, nonalcoholic and wine industry Konstantin Kobelev. According to him, the further prospects of supply will depend primarily on the quality of the drink. In general, the output of a specific Russian product to the Chinese market can be successful, particularly given the rate of national currency, the analyst HC "Finam" Timur Nigmatulin. "Yuan pegged to the dollar, and as the dollar rose against the Russian currency twice in the last year, any Russian products for the Chinese has become very competitive, even against the backdrop of low production costs in China", - the analyst. As for the Russian market, then, according to experts, can provide a stable demand for brand recognition. "The specifics of kvass market as, say, cola market, is that the products of different manufacturers differ quite significantly. Therefore it plays a special role and its brand awareness. And if the brand has received recognition, as happened with "Vyatskiy kvass" that with proper marketing and acceptable consumer qualities of the demand will be held in the long term ", - believes Mr. Nigmatulin. In general, experts predict, the Russian market of soft drinks for the year could be reduced by 10% due to the decline in real incomes, which will save money on non-essential products. According to the Manager of working with companies of the food market Maruev Julia Nielsen, amid slowing sales in many categories of drinks in Russian kvass currently holds confidently, despite the increase in the price tag, consumers of kvass in no hurry to switch to other drinks, and looking for cheaper brands within the category of "Sales in the first half of kvass in 2015 in terms of volume remained at the same level as in the first six months of 2014, which can be viewed as a positive signal, as the average price per liter rose by 10% - from 164 rubles. in 2014 to 181 rubles. in 2015, "- said the expert. According to Ms. Maruev in the first half of 2015, almost all brands in the top 5 in the category of kvass reduced their share in volume terms, while the share of private label network (private label) for the year increased from 16% to 19%. According to the first vice-president of "Ochakovo" Vladimir Antonov, the prospects of the Chinese market for Russian kvass high, as the market is very receptive. According to him, China is now supplying brew several Far Eastern manufacturers, also supply to China and engaged in "Ochakovo". "The only serious risk of a large distance between central Russia and China, which leads to long delivery times. It is better to brew in China to carry the sea, but for the Kirov region, as well as for Moscow, this is not an option," - said Mr. Antonov. As for the Russian kvass market, then it has growth prospects, says Vladimir Antonov: more Russian consumers when choosing soft drinks pay attention to their composition and prefer natural products to those that contain a lot of sugar and chemical additives.



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