Craft Beer: Coming of Age or Past Its Prime?

  • ID: 4082722
  • Report
  • Region: Global
  • 38 pages
  • Euromonitor International
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Craft beer growth has begun to rapidly decelerate in its core US market, a possible warning sign for the ever-increasing number of microbreweries in operation. Corporate buyouts and overuse of the “craft” term are adding to a sense of uncertainty regarding the future of the category in mature markets. At the same time, appeal for products with authenticity and heritage continues to spread throughout the world - bringing opportunities and challenges for microbreweries and the wider industry.

The Craft Beer: Coming of Age or Past Its Prime? 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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1. Introduction

  • Scope
  • Objectives
  • Key findings
  • What is craft?
  • So why is it not that simple?

2. Craft Beer by Geography

  • Global performance: Premiumisation drives value growth
  • Global performance: Microbrewers move beyond dark beer
  • US: The end of the beginning?
  • US: Takeover troubles
  • Beyond acquisitions, can craft ideas benefit big beer?
  • UK: Crowdfunding, cask and CAMRA
  • Spain: Building on a lack of tradition
  • Germany: Extensive beer history limits craft expansion
  • Western Europe: High growth for low ABV beer
  • Big competition between small brewers in mature markets
  • Can microbrewers benefit from emerging market potential?
  • China: Craft progresses beyond imports and expats
  • India: Huge potential from a low base
  • Vietnam: Is there space for craft in a key battleground for big beer?
  • Brazil: Locally tailored innovation supporting craft growth

3. Beyond Beer

  • Cider’s traditional roots boost sense of authenticity
  • Craft-driven innovation in hard soda
  • Can craft succeed in soft drinks?
  • Premium potential for mixers

4. The Future

  • Microbrewers not immune to macroeconomic hazards
  • What is on the horizon?

5. Report Definitions

  • Definitions and terminology

Appendix: Industry Forecast Model
About the Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

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Definitional issues remain a challenge

There is no universally agreed upon definition for “craft”. In the US, the Brewers Association has specific requirements that must be fulfilled to be included in its craft brewer category, but debate around the importance of size, ownership and ingredients continues. There is even less clarity elsewhere in the world.

The rise of microbrewers is linked to premiumisation…

A combination of aspirational consumption and a desire for quality is driving consumers across much of the world to drink less, but drink better. The rise of microbrewers broadly aligns with this trend.

…but the craft trend goes beyond taste and quality.

The consumer search for more flavourful beers is an important driver behind the rise of craft, but the trend goes beyond this. Notions of localisation, authenticity and heritage play a key role, as does a desire to avoid what is seen as the established mainstream.

US performance: The end of the beginning?

Craft beer growth in the US is starting to decelerate. While this is inevitable to some extent, the speed and severity of the decline is a warning sign that the initial explosive growth period may be coming to an end. While craft is not going anywhere, the number of microbrewers in operation seems highly unsustainable.

Geographic expansion continues

While US growth slows, microbreweries are opening across the world as interest in craftsmanship in beer is reaching more and more markets, among younger consumers in particular. Local elements are adding a twist to classic styles.

Mixed potential outside beer

Attempts at imitation are, understandably, seeing the most success in categories closely related to beer - cider and hard soda. While there are opportunities in soft drinks, growing health consciousness will add extra challenges.

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Note: Product cover images may vary from those shown
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