The Evolution of Craft: A New Era for Beer?

  • ID: 2666952
  • Report
  • 45 pages
  • Euromonitor International
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Alcoholic Drinks Set To Be Entirely Disrupted by Digital Commerce
The “craft” trend, still highly significant within global beer, is evolving as it matures. Growth in the US is decelerating, but the sector remains lively. At the same time, microbreweries are opening in new markets around the world, often incorporating distinctly local ingredients. Microbrewers face an array of challenges, meaning that innovation and flexibility are crucial. In this dynamic landscape, how is “craft” developing, and what does it mean for the wider beer industry?

The The Evolution of Craft: A New Era for Beer? global briefing offers an insight into to the size and shape of the Alcoholic Drinks market in both the off-trade and the on-trade, it highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading companies and brands by total volume, offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change and criteria for success.

Product coverage: Beer, Cider/Perry, RTDs/High-Strength Premixes, Spirits, Wine.

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

Why buy this report?
  • Get a detailed picture of the Alcoholic Drinks 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.
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The Evolution of Craft: A New Era for Beer?

Introduction
The Bigger Picture
What is “Craft”?
AN OUTLINE OF KEY GEOGRAPHIES
What Does the Future Hold?
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PHYSICAL CHANNELS REMAIN DOMINANT, BUT INTERNET RETAILING LEADS GROWTH

E-commerce is seeing a dynamic rise in alcoholic drinks, accounting for 2% of off-trade volumes in  2016, from a negligible share just a few years earlier. However, internet retailing in the industry is still very much in the early stages and physical channels remain central to the commercial landscape.

RISING INTERNET ACCESS PROVIDES A LARGER CONSUMER BASE FOR ONLINE ALCOHOLIC DRINKS SALES

Across the world, internet access is increasing rapidly, and is set to continue to grow. This is changing the ways in which people live, work and shop. Alcoholic drinks companies may be behind other industries, but are starting to look for ways to best capitalise on this expanding consumer base.

WINE LEADS THE WAY IN INTERNET RETAILING

Wine is responsible for a greater share of alcoholic drinks sold through internet retailing than it is at total distribution level, benefiting partly from Western Europe’s significance in the category. However, internet retailing's share is rising in all categories.

HOME-ENTERTAINING IS A DRIVING FORCE IN THE RISE OF ECOMMERCE IN DEVELOPED MARKETS 

E-commerce in drinks is relatively well developed in much of Western Europe. Financial concerns and changing demand trends are leading consumers to increasingly socialise at home, creating opportunities to target new occasions through innovative technology and enhanced logistics.

SPEARHEADED BY CHINA, EMERGING MARKETS WILL BE CRUCIAL GOING FORWARD

Driven by young populations, increasing rates of device ownership and growing comfort with technology, emerging markets will increasingly be a target for online growth in alcoholic drinks.

ALCOHOLIC DRINKS IS SET TO BE ENTIRELY DISRUPTED BY DIGITAL COMMERCE 

Developing a strong e-commerce strategy as part of a wider digital focus will inevitably be a clear priority for all companies. However, online platforms should be viewed as more than simply a route to sales - content is key. 

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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