The Beer in Western Europe 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.
Volumes decline, but the premium focus drives regional value
A combination of market maturity, a premiumisation trend - consumers drinking less but better - and tough economic conditions led to a decline in beer volumes between 2010 and 2015. However, the region remains highly significant globally, particularly in value terms, due to the focus on higher-quality products.
Varied impact from the rise of the craft trend
After North America, the craft trend has made the greatest progress in Western Europe, led by the UK. The number of microbrewers has been increasing throughout the region, with a notably strong performance in many of the traditional wine-producing countries. However, in some markets, such as Germany, the well-established history of high-quality beers has limited, but not stopped, the rise of the craft trend.
Strong growth for weak beer
Spearheaded by Germany and Spain, non/low alcohol beer is achieving solid growth in Western Europe, against a backdrop of general beer volume stagnation. Major corporations, and lately also microbrewers, are looking to capitalise on this opportunity. However, despite all the activity, the category remains distinctly niche.
Heineken: The star performer
Heineken is unchallenged in its regional leadership - as a company and a brand. In its search for geographic expansion, Asahi has entered the Western European market with its acquisition of SABMiller’s operations. However, this is unlikely to significantly alter the landscape, at least in the short to medium term.
The future: Disparity and uncertainty
Growth in beer is expected to vary greatly between markets over the forecast period, resulting in volume stagnation at regional level. However, the performance across categories is highly vulnerable to a wide range of factors.