global beer

2013 THE GLOBAL BEER MARKET

Global perspective. As beer industry globalization continues apace, this report charts the latest developments, with data on volume by country, continent, brewer and brand. It provides highly detailed profiles of the leading brewers and discusses the impact of the mergers and acquisitions reshaping the industry. It also offers Beverage Marketing's five-year market projections through 2017.

More than 450 pages, with extensive text, charts, graphs and tables. Printed volume $4,995; single-user CD $4,995; $5,395 for both. BMCDataDirect Internet delivery: 3-user license $5,595; $500 per additional user; BMCDataDirect Internet delivery: 3-user license plus one printed volume $5,995. Call Charlene Harvey (800) 275-4630 ext. 1962 or (212) 688-7640 ext. 1962 for more information or to place an order.

On the pages to follow, view table of contents and exhibits as well as sample text from this comprehensive report.

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The Global Beer Market2013 EditionDecember 2013

R E S E A R C H D A T A C O N S U L T I N G

NOTE: The information contained in this report is confidential and solely intended for the benefit of the immediate recipient hereof.

Copyright 2013 Beverage Marketing Corporation of New York, 850 Third Avenue, New York, New York 10022, (212) 688-7640. All rights reserved. Reproductions in any form prohibited by law.

Table of Contents

Contents

The Global Beer Market

TABLE OF CONTENTS

TABLE OF CONTENTS..................................................................................................................... i

DEFINITIONS USED IN THIS REPORT............................................................................................... vii

INTRODUCTION............................................................................................................................... xix

Chapter

1. THE GLOBAL BEER MARKETThe International Beer Market------------------------------------------------------------------------------------- 1

Overview------------------------------------------------------------------------------------------------------------ 1Volume--------------------------------------------------------------------------------------------------------------- 3Growth--------------------------------------------------------------------------------------------------------------- 4Per Capita Consumption---------------------------------------------------------------------------------------- 4

The Regional Beer Markets------------------------------------------------------------------------------------------ 5Trends by Continent--------------------------------------------------------------------------------------------- 5Trends by Country------------------------------------------------------------------------------------------------ 7

Global Beer Consumption-------------------------------------------------------------------------------------------- 9Consumption by Country--------------------------------------------------------------------------------------- 9Per Capita Consumption---------------------------------------------------------------------------------------- 11

Exhibits-------------------------------------------------------------------------------------------------------------------- 13

2. THE LEADING GLOBAL BREWERS AND THEIR BRANDSThe World’s Leading Brewers-------------------------------------------------------------------------------------- 39

Overview------------------------------------------------------------------------------------------------------------ 39Brands---------------------------------------------------------------------------------------------------------------- 42

Anheuser-Busch InBevOverview------------------------------------------------------------------------------------------------------------ 45Marketing-----------------------------------------------------------------------------------------------------------105

SABMillerOverview------------------------------------------------------------------------------------------------------------120Marketing-----------------------------------------------------------------------------------------------------------163

Carlsberg Breweries A/SOverview------------------------------------------------------------------------------------------------------------172Marketing-----------------------------------------------------------------------------------------------------------209

Heineken N.V.Overview------------------------------------------------------------------------------------------------------------211Marketing-----------------------------------------------------------------------------------------------------------272

Molson Coors Brewing CompanyOverview------------------------------------------------------------------------------------------------------------278Marketing-----------------------------------------------------------------------------------------------------------287

i Copyright 2013 Beverage Marketing Corporation of New YorkReproduction without written permission is strictly prohibited


TABLE OF CONTENTS

Chapter

2. THE LEADING GLOBAL BREWERS AND THEIR BRANDS (cont’d)Tsingtao Breweries

Overview------------------------------------------------------------------------------------------------------------295Marketing-----------------------------------------------------------------------------------------------------------299

Asahi BreweriesOverview------------------------------------------------------------------------------------------------------------300Marketing-----------------------------------------------------------------------------------------------------------306

Kirin BreweryOverview------------------------------------------------------------------------------------------------------------310Marketing-----------------------------------------------------------------------------------------------------------316

Yanjing BreweryOverview------------------------------------------------------------------------------------------------------------322

Sapporo BreweriesOverview------------------------------------------------------------------------------------------------------------325Marketing-----------------------------------------------------------------------------------------------------------325

Exhibits--------------------------------------------------------------------------------------------------------------------330

3. THE EUROPEAN BEER MARKETEurope’s Beer Market-------------------------------------------------------------------------------------------------339

Overview------------------------------------------------------------------------------------------------------------339Production by Country------------------------------------------------------------------------------------------340Consumption by Country---------------------------------------------------------------------------------------342Per Capita Consumption----------------------------------------------------------------------------------------343

Europe’s Brewers-------------------------------------------------------------------------------------------------------345Exhibits--------------------------------------------------------------------------------------------------------------------347

4. THE ASIAN AND MIDDLE EASTERN BEER MARKETSAsia and the Middle East’s Beer Markets-----------------------------------------------------------------------356


Asian and Middle Eastern Brewers--------------------------------------------------------------------------------365Exhibits--------------------------------------------------------------------------------------------------------------------367

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TABLE OF CONTENTS

Chapter

5. THE NORTH AMERICAN BEER MARKETNorth America’s Beer Market---------------------------------------------------------------------------------------376


North America’s Brewers--------------------------------------------------------------------------------------------383Exhibits--------------------------------------------------------------------------------------------------------------------385

6. THE SOUTH AMERICAN BEER MARKETSouth America’s Beer Market--------------------------------------------------------------------------------------394


South America’s Brewers--------------------------------------------------------------------------------------------400Exhibits--------------------------------------------------------------------------------------------------------------------403

7. THE AFRICAN BEER MARKETAfrica’s Beer Market---------------------------------------------------------------------------------------------------412


Africa’s Brewers--------------------------------------------------------------------------------------------------------419Exhibits--------------------------------------------------------------------------------------------------------------------423

8. THE AUSTRALIAN AND OCEANIAN BEER MARKETSAustralia and Oceania’s Beer Markets---------------------------------------------------------------------------432


Australia and Oceania’s Brewers----------------------------------------------------------------------------------435Exhibits--------------------------------------------------------------------------------------------------------------------436

9. THE PROJECTED GLOBAL BEER MARKETThe Projected International Beer Market-----------------------------------------------------------------------445

Overview------------------------------------------------------------------------------------------------------------445The Global Market------------------------------------------------------------------------------------------------448The Regional Markets-------------------------------------------------------------------------------------------448

Exhibits--------------------------------------------------------------------------------------------------------------------454

iii Copyright 2013 Beverage Marketing Corporation of New YorkReproduction without written permission is strictly prohibited


TABLE OF CONTENTS

Exhibit

1. THE GLOBAL BEER MARKET1.1 Global Beer Market Production Volume and Growth 1980 – 2012------------------------------ 131.2 Global Beer Market Compound Annual Growth 1985 – 2012------------------------------------ 141.3 Global Beer Market Per Capita Consumption 1980 – 2012--------------------------------------- 151.4 Global Beer Market Production by Continent 2007 – 2012--------------------------------------- 161.5 Global Beer Market Share of Production by Continent 2007 – 2012--------------------------- 171.6 Global Beer Market Change in Production by Continent 2008 – 2012------------------------ 181.7 Global Beer Market Production by Country 2007 – 2012------------------------------------------ 191.8 Global Beer Market Share of Production by Country 2007 – 2012----------------------------- 231.9 Global Beer Market Change in Production by Country 2008 – 2012--------------------------- 271.10 Global Beer Market Consumption by Selected Countries 2007 – 2012----------------------- 311.11 Global Beer Market Share of Consumption by Selected Countries 2007 – 2012----------- 331.12 Global Beer Market Change in Consumption by Selected Countries 2008 – 2012-------- 351.13 Global Beer Market Per Capita Consumption by Selected Countries 2007 – 2012-------- 37

2. THE LEADING GLOBAL BREWERES AND THEIR BRANDS2.14 Global Beer Market Production by Leading Brewers 2007 – 2012-----------------------------3302.15 Global Beer Market Share of Production by Leading Brewers 2007 – 2012----------------3322.16 Global Beer Market Change in Production by Leading Brewers 2008 – 2012--------------3342.17 Global Beer Market Leading Brands’ Volume 2007 – 2012--------------------------------------3362.18 Global Beer Market Leading Brands’ Share of Volume 2007 – 2012--------------------------3372.19 Global Beer Market Leading Brands’ Change in Volume 2008 – 2012-----------------------338

3. THE EUROPEAN BEER MARKET3.20 European Beer Market Production by Country 2007 – 2012-------------------------------------3473.21 European Beer Market Share of Production by Country 2007 – 2012------------------------3483.22 European Beer Market Change in Production by Country 2008 – 2012----------------------3493.23 European Beer Market Consumption by Selected Countries 2007 – 2012------------------3503.24 European Beer Market Share of Consumption by Selected Countries 2007 – 2012-----3513.25 European Beer Market Change in Consumption by Selected Countries 2008 – 2012 - 3523.26 European Beer Market Per Capita Consumption by Selected Countries 2007 – 2012 - 3533.27 European Beer Market Production by Leading Brewers 2007 – 2012------------------------3543.28 European Beer Market Change in Production by Leading Brewers 2008 – 2012---------355

4. THE ASIAN AND MIDDLE EASTERN BEER MARKETS4.29 Asian/Middle Eastern Beer Market Production by Country 2007 – 2012--------------------3674.30 Asian/Middle Eastern Beer Market Share of Production by Country 2007 – 2012--------3684.31 Asian/Middle Eastern Beer Market Change in Production by Country 2008 – 2012-----3694.32 Asian/Middle Eastern Beer Market Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------370

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TABLE OF CONTENTS

Exhibit

4. THE ASIAN AND MIDDLE EASTERN BEER MARKETS (cont’d)4.33 Asian/Middle Eastern Beer Market Share of Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------3714.34 Asian/Middle Eastern Beer Market Change in Consumption by Selected Countries

2008 – 2012----------------------------------------------------------------------------------------------------3724.35 Asian/Middle Eastern Beer Market Per Capita Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------3734.36 Asian Beer Market Production by Leading Brewers 2007 – 2012------------------------------3744.37 Asian Beer Market Change in Production by Leading Brewers 2008 – 2012---------------375

5. THE NORTH AMERICAN BEER MARKET5.38 North American Beer Market Production by Country 2007 – 2012----------------------------3855.39 North American Beer Market Share of Production by Country 2007 – 2012---------------3865.40 North American Beer Market Change in Production by Country 2008 – 2012-------------3875.41 North American Beer Market Consumption by Selected Countries 2007 – 2012---------3885.42 North American Beer Market Share of Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------3895.43 North American Beer Market Change in Consumption by Selected Countries

2008 – 2012----------------------------------------------------------------------------------------------------3905.44 North American Beer Market Per Capita Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------3915.45 North American Beer Market Production by Leading Brewers 2007 – 2012----------------3925.46 North American Beer Market Change in Production by Leading Brewers

2008 – 2012----------------------------------------------------------------------------------------------------393

6. THE SOUTH AMERICAN BEER MARKET6.47 South American Beer Market Production by Country 2007 – 2012----------------------------4036.48 South American Beer Market Share of Production by Country 2007 – 2012---------------4046.49 South American Beer Market Change in Production by Country 2008 – 2012-------------4056.50 South American Beer Market Consumption by Selected Countries 2007 – 2012---------4066.51 South American Beer Market Share of Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------4076.52 South American Beer Market Change in Consumption by Selected Countries

2008 – 2012----------------------------------------------------------------------------------------------------4086.53 South American Beer Market Per Capita Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------4096.54 South American Beer Market Production by Leading Brewers 2007 – 2012----------------4106.55 South American Beer Market Change in Production by Leading Brewers

2008 – 2012----------------------------------------------------------------------------------------------------411

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TABLE OF CONTENTS

Exhibit

7. THE AFRICAN BEER MARKET7.56 African Beer Market Production by Country 2007 – 2012----------------------------------------4237.57 African Beer Market Share of Production by Country 2007 – 2012----------------------------4247.58 African Beer Market Change in Production by Country 2008 – 2012-------------------------4257.59 African Beer Market Consumption by Selected Countries 2007 – 2012---------------------4267.60 African Beer Market Share of Consumption by Selected Countries 2007 – 2012---------4277.61 African Beer Market Change in Consumption by Selected Countries 2008 – 2012------4287.62 African Beer Market Per Capita Consumption by Selected Countries 2007 – 2012------4297.63 African Beer Market Production by Leading Brewers 2007 – 2012----------------------------4307.64 African Beer Market Change in Production by Leading Brewers 2008 – 2012-------------431

8. THE AUSTRALIAN AND OCEANIAN BEER MARKETS8.65 Australian/Oceanian Beer Market Production by Country 2007 – 2012----------------------4368.66 Australian/Oceanian Beer Market Share of Production by Country 2007 – 2012---------4378.67 Australian/Oceanian Beer Market Change in Production by Country 2008 – 2012-------4388.68 Australian/Oceanian Beer Market Consumption by Selected Countries 2007 – 2012 - 4398.69 Australian/Oceanian Beer Market Share of Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------4408.70 Australian/Oceanian Beer Market Change in Consumption by Selected Countries

2008 – 2012----------------------------------------------------------------------------------------------------4418.71 Australian/Oceanian Beer Market Per Capita Consumption by Selected Countries

2007 – 2012----------------------------------------------------------------------------------------------------4428.72 Australian/Oceanian Beer Market Production by Leading Brewers 2007 – 2012----------4438.73 Australian/Oceanian Beer Market Change in Production by Leading Brewers

2008 – 2012----------------------------------------------------------------------------------------------------444

9. THE PROJECTED GLOBAL BEER MARKET9.74 Projected Global Beer Market Production Volume 1980 – 2017--------------------------------4549.75 Projected Global Beer Market Compound Annual Growth 1985 – 2017----------------------4559.76 Projected Global Beer Market Per Capita Consumption 1980 – 2017------------------------4569.77 Projected Global Beer Market Production and Compound Annual Growth by

Continent 2007 – 2017--------------------------------------------------------------------------------------457

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Exhibit 1.5

GLOBAL BEER MARKETSHARE OF PRODUCTION BY CONTINENT

2007 – 2012

Continents 2007 2008 2009 2010 2011 2012Asia/Middle EastEuropeNorth AmericaSouth AmericaAfricaAustralia/Oceania TOTAL

Source: Beverage Marketing Corporation; Productschap voor Gedistilleerde Dranken/ Commodity Board for the Distilled Spirits Industry (Netherlands); Joh. Barth & Sohn GmbH & Co.; S.S. Steiner

Copyright 2013 Beverage Marketing Corporation of New YorkReproduction without written permission is strictly prohibited

A look at the changes in ranking of the world’s leading brewers from one year to the next affords a glimpse of the swiftness and certainty with which consolidation is transforming the international beer industry.

Not long ago, A-B’s preeminence seemed a beer industry fact of life, not likely to change any time soon. But InBev’s creation resulted in the end of A-B’s reign in 2004.

In 1998, A-B’s volume was nearly three times larger than Interbrew’s – a difference of 77.6 million hectoliters (which was volume larger than any brewer other than A-B was generating at that point).

By 2003, A-B was shipping just 18.2 million more hectoliters than Interbrew and, in 2004, the newly-created InBev exceeded A-B by 34.7 million hectoliters.

InBev exceeded A-B by being much more active on the acquisition front, which of course reached a culmination in 2008 when InBev acquired A-B itself.

SABMiller edged past Heineken for the number-three position in 2003 and remained there until 2008, at which time it advanced to number two when A-B was swallowed by InBev. China Resources Snow Breweries (CR Snow), which is 49% owned by SABMiller (and thus not included in the latter’s volume), was the fifth largest brewer in 2012.

Several acquisitions and investments in the past several years suggested that Heineken was not content to let its rivals increase their lead uncontested. With its purchase of part of S&N in 2008 the Dutch brewer was able to close the gap on SABMiller. In 2010, Heineken acquired the brewery business of Mexico’s FEMSA (the ninth largest brewer in 2009), which propelled it past SABMiller.

Number four Carlsberg attained its position after major expansion in Eastern and Western Europe and Asia. But with its acquisition of BBH in 2008, it was able to at least temporarily close the gap on Heineken. BBH, which had been owned equally by S&N and Carlsberg, was the seventh largest brewer in 2007.

Tsingtao, the second largest Chinese brewer, is the sixth largest global brewer in 2012.

Modelo had not been binging at the M&A buffet but it did boast beer brands with exceptional popularity in its home country, Mexico, and in the key market in the region, the U.S., where its Corona is the favored import brand. It was the seventh largest brewer by volume in 2012. Modelo was absorbed into A-B InBev in 2013.

Copyright 2013 Beverage Marketing Corporation of New YorkReproduction without written permission is strictly prohibited

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