Beer in Greece

Euromonitor International, May 2012, Pages: 47

Although the economic crisis certainly took its toll on beer, this was amongst the least affected categories, benefiting from consumers trading down from spirits both in the off and on-trade channels. Tax hikes did not have such a big impact on retail prices due to the low alcohol content, and all players utilised extensive promotions in supermarkets in order to maintain sales, which made beer the most affordable alcoholic beverage.

The Beer in Greece report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2007-2011), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2016 illustrate how the market is set to change.

Product coverage: Dark Beer, Lager, Lager by Origin, Low/Non- Alcohol Beer, Stout.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
- Get a detailed picture of the Beer market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.

BEER IN GREECE
Euromonitor International
May 2012

LIST OF CONTENTS AND TABLES

Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Background
Lager Price Band Methodology
Summary 1 Lager by Price Band 2011
Category Data
Table 1 Sales of Beer by Category: Total Volume 2006-2011
Table 2 Sales of Beer by Category: Total Value 2006-2011
Table 3 Sales of Beer by Category: % Total Volume Growth 2006-2011
Table 4 Sales of Beer by Category: % Total Value Growth 2006-2011
Table 5 Sales of Beer by On-trade vs Off-trade Split: Volume 2006-2011
Table 6 Sales of Beer by On-trade vs Off-trade Split: Value 2006-2011
Table 7 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2006-2011
Table 8 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2006-2011
Table 9 Beer: Production, Imports and Exports: Total Volume 2005-2010
Table 10 Beer Imports by Country of Origin: Total Volume 2005-2010
Table 11 Beer Imports by Country of Origin: Total Value 2005-2010
Table 12 Beer Exports by Country of Destination: Total Volume 2005-2010
Table 13 Beer Exports by Country of Destination: Total Value 2005-2010
Table 14 Company Shares of Beer by National Brand Owner 2007-2011
Table 15 Company Shares of Beer by Global Brand Owner 2007-2011
Table 16 Brand Shares of Beer 2008-2011
Table 17 Forecast Sales of Beer by Category: Total Volume 2011-2016
Table 18 Forecast Sales of Beer by Category: Total Value 2011-2016
Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2011-2016
Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2011-2016
Amvyx SA in Alcoholic Drinks (greece)
Strategic Direction
Key Facts
Summary 2 Amvyx SA: Key Facts
Summary 3 Amvyx SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Amvyx SA: Competitive Position 2011
Athenian Brewery SA in Alcoholic Drinks (greece)
Strategic Direction
Key Facts
Summary 5 Athenian Brewery SA: Key Facts
Summary 6 Athenian Brewery SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Athenian Brewery SA: Competitive Position 2011
Mythos Brewery SA in Alcoholic Drinks (greece)
Strategic Direction
Key Facts
Summary 8 Mythos Brewery SA: Key Facts
Summary 9 Mythos Brewery SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 10 Mythos Brewery SA: Competitive Position 2011
Executive Summary
Economic Crisis Leads To Steep Declines
Consumer Preferences Change Along With Squeezing Disposable Incomes
Athenian Brewery Continues To Lead Sales of Alcoholic Drinks
Supermarkets and Discounters Benefit From the Crisis
A Gloomy Future Is Expected for Alcoholic Drinks
Key Trends and Developments
Back-to-roots: Local Products on the Rise in Context of the Recession
Shrinking Disposable Incomes Spearhead At-home Consumption
Tax Hikes Hit the Off-trade Channel
Rtds/high-strength Premixes and Sparkling Wine in the Spotlight in Terms of New Product Development
Summary 11 Key New Product Developments 2010-2011
Specialist Retailers Lose Ground To Supermarkets and Hypermarkets
Market Merger and Acquisition Activity
Summary 12 Merger and Acquisition Activity 2010-2011
Market Background
Legislation
Table 21 Number of On-trade Establishments by Type 2006-2010
Taxation and Duty Levies
Table 22 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2011
Table 23 Selling Margin of a Typical Beer Brand 2011
Table 24 Selling Margin of a Typical Wine Brand 2011
Table 25 Selling Margin of a Typical Spirits Brand 2011
Operating Environment
Contraband/parallel Trade
Market Indicators
Table 26 Retail Consumer Expenditure on Alcoholic Drinks 2006-2011
Market Data
Table 27 Sales of Alcoholic Drinks by Category: Total Volume 2006-2011
Table 28 Sales of Alcoholic Drinks by Category: Total Value 2006-2011
Table 29 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2006-2011
Table 30 Sales of Alcoholic Drinks by Category: % Total Value Growth 2006-2011
Table 31 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Volume 2011
Table 32 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Value 2011
Table 33 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Volume 2011
Table 34 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Value 2011
Table 35 Company Shares of Alcoholic Drinks by Global Brand Owner 2007-2011
Table 36 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006-2011
Table 37 Off-trade Sales of Alcoholic Drinks by Category and Distribution Format: % Volume Analysis 2011
Table 38 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2011-2016
Table 39 Forecast Sales of Alcoholic Drinks by Category: Total Value 2011-2016
Table 40 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2011-2016
Table 41 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2011-2016
Definitions
Published Data Comparisons
Summary 13 Research Sources

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