Next week in Moscow will earn the summer veranda food service establishments. In this regard, the suppliers of alcohol, for which restaurants and bars are important from the point of view of promoting its brands, resumed negotiations with these institutions about the first shipments after the abolition of the regime of self-isolation. “Kommersant” talked to representatives of both parties and found that restaurants and bars are trying to save on the background of the crisis, has now decided to serve the customers cheap alcohol.”Bartender, a glass of Prosecco”Despite the fact that the share of the market catering account for less than 10% of all sales of alcoholic companies, this sales channel for them is no less important than retail. Russia — the so-called dark market, where it is forbidden any advertising of alcohol, noted in Diageo. The most obvious platform on which to interact with the consumer, is a point of sale. The promotion is built primarily through the HoReCa channel (catering establishments, including bars and restaurants in hotels), which formed the trends, and the consumer is easier to introduce something new, says Diageo.Monday, June 8, the mayor of Moscow Sergei Sobyanin has canceled the mode of isolation, 9 June, and reported when food service establishments will be able to resume work. So, from June 16 to open summer terrace, and 23 June and the premises. By alcohol companies started to conduct intensive negotiations with representatives of the HoReCa on the supply of alcohol.According to the Director of “Bacardi Rus” Anton Shatrov, already clearly visible trend from customers to work on optimizing inventory and product matrix. “Now our partners are ready to invest their money only in the most well-known brands with good reputation, such as Martini, Bacardi, William Lawson’s, and to a lesser extent, to experiment with new brands”,— says Mr. Tents.
The share of sales of public catering in Russia for Bacardi, one of the lowest in the world due to the structure of the market and represents 7% in quantitative terms. This is significantly lower than markets in Western Europe, where the share can reach 60%, for example in Spain.In the “LUDING”, where he stopped communicating with restaurateurs and during the isolation mode, fix that in comparison with June of 2019 now the volume of shipments down more than 20%. But despite this, the company expects that in September, the restaurants will return to their previous order quantities.The demand for more rare and unique wines, as well as a separate category of liquor will begin to return in October-November.Photo: Oleg Karsaev, Kommersant Bacardi also see a decline in demand for premium alcohol. In the first three months of the shipment of such beverages will be reduced by 30-50% year-on-year, predicts Anton Tents. According to him, the reduction will primarily depend on the type of institutions. In particular, night routine��I clubs, dance bars will take longer to emerge from the crisis. Mr. Shatrov believes that the situation will improve during the year, but the main effect will be to provide the overall economic situation in the country.Without premiums many players of the alcohol market reducing sales of the premium segment can have negative consequences. Thus, the change in demand for this category is particularly important for Diageo recognized in the company as it is one of the key for her.Last year, Diageo made a strategic decision to review its portfolio to include premium drinks. The company even withdrew from the Russian market two low-cost brand, rowson’s Reserve and Shark Toot, the production of which was localized at Saransk distillery, told “Kommersant” the General Director of Diageo in Russia Oleg Kharitonov.Photo: Alexander Koryak, Kommersanty the “LUDING” the fall of the premium segment in HoReCa is fixed on the basis of the current negotiations and his estimate of 30%. If the situation does not recover by October, as expected in the company, it may impact on the project L-Wine is wine boutique, which presents premium network portfolio of “LUDING”. In March of this segment showed growth of 40%, the company said.Podkarantinnoy kokteiljbaraa the volume of supply can be caused by a growth of prices for alcohol products. Increased cost, says chef bartender restaurant “Northerners” and William’s Anton Iweha, distributors warned even before the quarantine. He notes that indexing the price of alcohol occurs every year within 10%, but now for some items, prices grew much more substantial — up to 30%. It touched even the brewers annually raise prices by no more than 3%, and now raised by about 10%.He says that during the lockdown, was developed a number of new positions non-alcoholic beverages, some of which will remain after resume. In addition, will continue shipping, adds Mr. Ivakha.Founder and co-owner Copitas El Bar, café Paloma Cantina, as well as Bartenders FAQtory Artem Perak told “Kommersant” that if informed of his institution only worked with giants such as Bacardi Martini, Diageo and Brown-Forman, but now they began to turn and local importers, in particular, “Ladoga” and “LUDING”. These players understand that instead of tens of bars can now afford cooperation with a few institutions and choose the most hyped, says Mr. Paruk. They are willing to provide free products that to the bars now extremely important, and on by hand and importers who get the opportunity to present their products at reduced after the pandemic market.It will be good only the first adelopoma opening Artem Perak expects an influx of guests only in the first twothree weeks. Then consumers will realize that they can’t afford to visit ten institutions over the weekend and will choose one. In addition, in order to reduce costs will have to reduce the cost of products, and hence quality, as well as to give up a part of image positions. Paloma Cantina, in turn, intend to retrain for the bar’s theme, reducing the position of the menu from 40 to 20, says its founder.In a number of cities — Sochi, Krasnodar, Rostov, Ufa, Tula — the supply has already begun, said Anton Sharov. In other cities their launch is scheduled for the end of June. In the cities, which have already started to work a summer terrace, had about 70% occupancy in the first days of opening, says Mr Balls. On June 16, scheduled to open summer terraces in Moscow region. “We see that people miss the restaurants and wait for them to open,”— said the representative of the company Alexander Voronov. In the “Baltika” noted that consumers were reluctant to adopt grade class lower and at the first opportunity, return to the first model of consumption. This conclusion Alexander Voronov is done on the basis of consumer behaviour in previous crises.Past abovs the point of view of formation of culture of consumption in the HoReCa important for Breweries. Before the pandemic COVID-19 sales of “Baltika” this channel was about 5%, says Alexander Voronov. However, he notes that regularly Baltika delivers its products only in institutions with well-developed channel, take away or to those who work for delivery of soft products (“Baltika zero”, Flash Up energy drink, lemonade Barley Bros).Photo: Kirill Kochmar, Kommersanta the premium segment accounts for over 25% of all sales, with half of this amount through food service establishments, adds Mr. ravens. At the same time, sales Director, AB InBev, Efes Anna Mironova acknowledges that in Russia, consumers still prefer to drink beer at home, whereas the choice in favour of pubs and bars is done mostly in European countries. She still finds it difficult to predict the transformation of demand and changing preferences of consumers in HoReCa, as much will depend on the points themselves and the financial capacity of the population. “As far as we can judge by the experience of European countries, many of them marked a sharp decline in the number of visitors to bars and probably to the previous level will be able to return again soon”— sums up Mrs. Mironova.Maria Kotova
