The global beer market is currently in the process of recovering from the economic downturn. With recession striking the US and the sovereign debt crisis placing the eurozone under strain, beer sales, along with those of all other non-essential consumer goods, have been impacted over the last four years. Previously reliable Western beer markets are now beset with unemployment, reduced spending and high fuel costs.
This first edition report from just-drinks takes a look at the major markets for premium beer across the developing world. As the BRIC nations, plus many of their smaller, newly industrialising neighbours, represent huge potential for growth, this report offers unique insight and analysis for beer brand owners, marketers and strategists and will input into your strategic planning process.
"The Philippines, unlike Thailand, has no such objections to alcohol consumption because of its mixed and diverse range of cultural and ethnic influences, and its beer industry appears to be developing well. However, the majority of sales stem from low-cost beers, with which the market is steadily becoming saturated. This means that there is room for a premium brand to establish a presence, but any multinational seeking to do so would need to carefully define their product as being upmarket and strongly differentiated from existing brands."
"A-B InBev has recently stressed a commitment to Russia and Ukraine where it will continue to use SUN InBev to tackle Baltika's control and a new threat from Efes. Its plans for the rest of Eastern Europe are less clear-cut since it effectively abandoned the region in 2009. A return could be on the cards if the company chooses to repurchase what is now StarBev from CVC though these assets look increasingly likely to go to either Japanese brewer Asahi or Molson Coors of the US."
"Presently, premium beers remain a very niche segment in Brazil accounting for only around 5% of the market although further growth is predicted as manufacturers gain confidence following the success of Stella Artois and Bavaria Premium, both of which were launched in 2005, and continue to introduce new brands. However, the converging market drivers could also conspire to spark increasing wine sales, directly challenging the emergence of a widespread premium beer drinking culture. Beer is more established in Brazil than in many of its South American neighbour states because of its long association with Germany as well as Portugal, tracing back to a wave of German mass immigration in the 1820s and explaining the country's enduring taste for traditional pilsners. From this strong base, we see Brazilian beer production reaching 17.25m kl in 2016."