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;
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On the pages to follow, view table of contents and exhibits as well as sample text
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The Global
Beer Market
2013 Edition
December 2013
R ES E AR CH D A TA C ON S U L TIN 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.
Contents
Table of Contents
The Global Beer Market
TABLE OF CONTENTS
TABLE OF CONTENTS.....................................................................................................
DEFINITIONS USED IN THIS REPORT...............................................................................
vii
INTRODUCTION............................................................................................................
xix
Chapter
1.

The International Beer Market-------------------------------------------------------------------
Overview--------------------------------------------------------------------------------------
Volume----------------------------------------------------------------------------------------
Growth----------------------------------------------------------------------------------------
Per Capita Consumption----------------------------------------------------------------------
The Regional Beer Markets-----------------------------------------------------------------------
Trends by Continent--------------------------------------------------------------------------
Trends by Country----------------------------------------------------------------------------
Global Beer Consumption------------------------------------------------------------------------
Consumption by Country---------------------------------------------------------------------
Per Capita Consumption---------------------------------------------------------------------- 11

Exhibits-------------------------------------------------------------------------------------------- 13
2.
THE LEADING GLOBAL BREWERS AND THEIR BRANDS

The Worlds Leading Brewers-------------------------------------------------------------------- 39
Overview-------------------------------------------------------------------------------------- 39
Brands---------------------------------------------------------------------------------------- 42
Anheuser-Busch InBev
Overview-------------------------------------------------------------------------------------- 45
Marketing------------------------------------------------------------------------------------- 105
SABMiller
Overview-------------------------------------------------------------------------------------- 120
Marketing------------------------------------------------------------------------------------- 163
Carlsberg Breweries A/S
Overview-------------------------------------------------------------------------------------- 172
Marketing------------------------------------------------------------------------------------- 209
Heineken N.V.
Overview-------------------------------------------------------------------------------------- 211
Marketing------------------------------------------------------------------------------------- 272
Molson Coors Brewing Company
Overview-------------------------------------------------------------------------------------- 278
Marketing------------------------------------------------------------------------------------- 287
i
Copyright 2013 Beverage Marketing Corporation of New York
Reproduction without written permission is strictly prohibited
TABLE OF CONTENTS
Chapter
2.
THE LEADING GLOBAL BREWERS AND THEIR BRANDS (contd)

Tsingtao Breweries
Overview-------------------------------------------------------------------------------------- 295
Marketing------------------------------------------------------------------------------------- 299
Asahi Breweries
Overview-------------------------------------------------------------------------------------- 300
Marketing------------------------------------------------------------------------------------- 306
Kirin Brewery
Overview-------------------------------------------------------------------------------------- 310
Marketing------------------------------------------------------------------------------------- 316
Yanjing Brewery
Overview--------------------------------------------------------------------------------------322
Sapporo Breweries
Overview-------------------------------------------------------------------------------------- 325
Marketing------------------------------------------------------------------------------------- 325
Exhibits-------------------------------------------------------------------------------------------- 330
3.
THE EUROPEAN BEER MARKET

Europes Beer Market----------------------------------------------------------------------------- 339
Overview-------------------------------------------------------------------------------------- 339
Production by Country----------------------------------------------------------------------- 340
Consumption by Country--------------------------------------------------------------------- 342
Europes Brewers--------------------------------------------------------------------------------- 345
Exhibits-------------------------------------------------------------------------------------------- 347
4.
THE ASIAN AND MIDDLE EASTERN BEER MARKETS

Asia and the Middle Easts Beer Markets-------------------------------------------------------- 356
Overview-------------------------------------------------------------------------------------- 356
Asian and Middle Eastern Brewers--------------------------------------------------------------- 365
Exhibits-------------------------------------------------------------------------------------------- 367
ii
TABLE OF CONTENTS
Chapter
5.
THE NORTH AMERICAN BEER MARKET

North Americas Beer Market--------------------------------------------------------------------- 376
Overview-------------------------------------------------------------------------------------- 376
North Americas Brewers------------------------------------------------------------------------- 383
Exhibits-------------------------------------------------------------------------------------------- 385
6.
THE SOUTH AMERICAN BEER MARKET

South Americas Beer Market-------------------------------------------------------------------- 394
Overview-------------------------------------------------------------------------------------- 394
South Americas Brewers------------------------------------------------------------------------- 400
Exhibits-------------------------------------------------------------------------------------------- 403
7.
THE AFRICAN BEER MARKET

Africas Beer Market------------------------------------------------------------------------------ 412
Overview--------------------------------------------------------------------------------------412
Africas Brewers----------------------------------------------------------------------------------- 419
Exhibits-------------------------------------------------------------------------------------------- 423
8.
THE AUSTRALIAN AND OCEANIAN BEER MARKETS

Australia and Oceanias Beer Markets----------------------------------------------------------- 432
Overview-------------------------------------------------------------------------------------- 432
Australia and Oceanias Brewers----------------------------------------------------------------- 435
Exhibits-------------------------------------------------------------------------------------------- 436
9.
THE PROJECTED GLOBAL BEER MARKET

The Projected International Beer Market-------------------------------------------------------- 445
Overview-------------------------------------------------------------------------------------- 445
The Global Market----------------------------------------------------------------------------448
The Regional Markets------------------------------------------------------------------------ 448
Exhibits-------------------------------------------------------------------------------------------- 454
iii
TABLE OF CONTENTS
Exhibit
1.

1.1
Global Beer Market Production Volume and Growth 1980 2012----------------------- 13
1.2
Global Beer Market Compound Annual Growth 1985 2012---------------------------- 14
1.3
Global Beer Market Per Capita Consumption 1980 2012------------------------------ 15
1.4
Global Beer Market Production by Continent 2007 2012------------------------------- 16
1.5
Global Beer Market Share of Production by Continent 2007 2012-------------------- 17
1.6
Global Beer Market Change in Production by Continent 2008 2012------------------- 18
1.7
Global Beer Market Production by Country 2007 2012-------------------------------- 19
1.8
Global Beer Market Share of Production by Country 2007 2012---------------------- 23
1.9
Global Beer Market Change in Production by Country 2008 2012--------------------- 27
1.10 Global Beer Market Consumption by Selected Countries 2007 2012------------------ 31

1.11 Global Beer Market Share of Consumption by Selected Countries 2007 2012-------- 33
1.12 Global Beer Market Change in Consumption by Selected Countries 2008 2012------ 35
1.13 Global Beer Market Per Capita Consumption by Selected Countries 2007 2012------ 37
2.
3.
4.
THE LEADING GLOBAL BREWERES AND THEIR BRANDS

2.14
Global Beer Market Production by Leading Brewers 2007 2012---------------------- 330
2.15
Global Beer Market Share of Production by Leading Brewers 2007 2012------------ 332
2.16
Global Beer Market Change in Production by Leading Brewers 2008 2012----------334
2.17
Global Beer Market Leading Brands Volume 2007 2012------------------------------ 336
2.18
Global Beer Market Leading Brands Share of Volume 2007 2012-------------------- 337
2.19
Global Beer Market Leading Brands Change in Volume 2008 2012------------------ 338
THE EUROPEAN BEER MARKET

3.20
European Beer Market Production by Country 2007 2012---------------------------- 347
3.21
European Beer Market Share of Production by Country 2007 2012------------------ 348
3.22
European Beer Market Change in Production by Country 2008 2012---------------- 349
3.23
European Beer Market Consumption by Selected Countries 2007 2012------------- 350
3.24
European Beer Market Share of Consumption by Selected Countries 2007 2012- - -351
3.25
European Beer Market Change in Consumption by Selected Countries 2008 2012
3.26
European Beer Market Per Capita Consumption by Selected Countries 2007 2012 353
3.27
European Beer Market Production by Leading Brewers 2007 2012------------------- 354
3.28
European Beer Market Change in Production by Leading Brewers 2008 2012------- 355
352
THE ASIAN AND MIDDLE EASTERN BEER MARKETS

4.29
Asian/Middle Eastern Beer Market Production by Country 2007 2012--------------- 367
4.30
Asian/Middle Eastern Beer Market Share of Production by Country 2007 2012----- 368
4.31
Asian/Middle Eastern Beer Market Change in Production by Country 2008 2012- - - 369
4.32
Asian/Middle Eastern Beer Market Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 370
iv
TABLE OF CONTENTS
Exhibit
4.
THE ASIAN AND MIDDLE EASTERN BEER MARKETS (contd)

4.33
Asian/Middle Eastern Beer Market Share of Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 371
4.34
Asian/Middle Eastern Beer Market Change in Consumption by Selected Countries

2008 2012------------------------------------------------------------------------------- 372
4.35
Asian/Middle Eastern Beer Market Per Capita Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 373
5.
4.36
Asian Beer Market Production by Leading Brewers 2007 2012----------------------- 374
4.37
Asian Beer Market Change in Production by Leading Brewers 2008 2012-----------375
THE NORTH AMERICAN BEER MARKET

5.38
North American Beer Market Production by Country 2007 2012--------------------- 385
5.39
North American Beer Market Share of Production by Country 2007 2012-----------386
5.40
North American Beer Market Change in Production by Country 2008 2012----------387
5.41
North American Beer Market Consumption by Selected Countries 2007 2012------- 388
5.42
North American Beer Market Share of Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 389
5.43
North American Beer Market Change in Consumption by Selected Countries

2008 2012------------------------------------------------------------------------------- 390
5.44
North American Beer Market Per Capita Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 391
5.45
North American Beer Market Production by Leading Brewers 2007 2012------------392
5.46
North American Beer Market Change in Production by Leading Brewers

2008 2012------------------------------------------------------------------------------- 393
6.
THE SOUTH AMERICAN BEER MARKET

6.47
South American Beer Market Production by Country 2007 2012--------------------- 403
6.48
South American Beer Market Share of Production by Country 2007 2012----------- 404
6.49
South American Beer Market Change in Production by Country 2008 2012---------405
6.50
South American Beer Market Consumption by Selected Countries 2007 2012------406
6.51
South American Beer Market Share of Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 407
6.52
South American Beer Market Change in Consumption by Selected Countries

2008 2012------------------------------------------------------------------------------- 408
6.53
South American Beer Market Per Capita Consumption by Selected Countries

2007 2012------------------------------------------------------------------------------- 409
6.54
South American Beer Market Production by Leading Brewers 2007 2012------------ 410
6.55
South American Beer Market Change in Production by Leading Brewers

2008 2012------------------------------------------------------------------------------- 411
v
TABLE OF CONTENTS
Exhibit
7.
8.
THE AFRICAN BEER MARKET

7.56
African Beer Market Production by Country 2007 2012------------------------------- 423
7.57
African Beer Market Share of Production by Country 2007 2012--------------------- 424
7.58
African Beer Market Change in Production by Country 2008 2012------------------- 425
7.59
African Beer Market Consumption by Selected Countries 2007 2012---------------- 426
7.60
African Beer Market Share of Consumption by Selected Countries 2007 2012------ 427
7.61
African Beer Market Change in Consumption by Selected Countries 2008 2012- - - -428
7.62
African Beer Market Per Capita Consumption by Selected Countries 2007 2012-- - - 429
7.63
African Beer Market Production by Leading Brewers 2007 2012--------------------- 430
7.64
African Beer Market Change in Production by Leading Brewers 2008 2012---------- 431
THE AUSTRALIAN AND OCEANIAN BEER MARKETS

8.65
Australian/Oceanian Beer Market Production by Country 2007 2012---------------- 436
8.66
Australian/Oceanian Beer Market Share of Production by Country 2007 2012------ 437
8.67
Australian/Oceanian Beer Market Change in Production by Country 2008 2012----- 438
8.68
Australian/Oceanian Beer Market Consumption by Selected Countries 2007 2012
8.69
Australian/Oceanian Beer Market Share of Consumption by Selected Countries
439
2007 2012------------------------------------------------------------------------------- 440

8.70
Australian/Oceanian Beer Market Change in Consumption by Selected Countries
8.71
Australian/Oceanian Beer Market Per Capita Consumption by Selected Countries
2008 2012------------------------------------------------------------------------------- 441

2007 2012------------------------------------------------------------------------------- 442
8.72
Australian/Oceanian Beer Market Production by Leading Brewers 2007 2012-------443
8.73
Australian/Oceanian Beer Market Change in Production by Leading Brewers

2008 2012------------------------------------------------------------------------------- 444
9.
THE PROJECTED GLOBAL BEER MARKET

9.74
Projected Global Beer Market Production Volume 1980 2017------------------------- 454
9.75
Projected Global Beer Market Compound Annual Growth 1985 2017---------------- 455
9.76
Projected Global Beer Market Per Capita Consumption 1980 2017------------------- 456
9.77
Projected Global Beer Market Production and Compound Annual Growth by

Continent 2007 2017-------------------------------------------------------------------- 457
vi
Exhibit 1.5
GLOBAL BEER MARKET

SHARE OF PRODUCTION BY CONTINENT
2007 2012
Continents
2007
2008
2009
2010
2011
2012
Asia/Middle East
Europe
North America
South America
Africa
Australia/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

A look at the changes in ranking of the worlds 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-Bs preeminence seemed a beer industry fact of life, not likely to
change any time soon. But InBevs creation resulted in the end of A-Bs reign in
2004.
In 1998, A-Bs volume was nearly three times larger than Interbrews 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 latters 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 Mexicos 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.


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2013

THE GLOBAL BEER MARKET

The Global Beer Market

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

THE GLOBAL BEER MARKET

Per Capita Consumption----------------------------------------------------------------------

The Regional Beer Markets-----------------------------------------------------------------------

Global Beer Consumption------------------------------------------------------------------------

Per Capita Consumption---------------------------------------------------------------------- 11

THE LEADING GLOBAL BREWERS AND THEIR BRANDS

The Global Beer Market

THE LEADING GLOBAL BREWERS AND THEIR BRANDS (contd)

THE EUROPEAN BEER MARKET

THE ASIAN AND MIDDLE EASTERN BEER MARKETS

The Global Beer Market

THE NORTH AMERICAN BEER MARKET

THE SOUTH AMERICAN BEER MARKET

THE AFRICAN BEER MARKET

THE AUSTRALIAN AND OCEANIAN BEER MARKETS

THE PROJECTED GLOBAL BEER MARKET

The Global Beer Market

THE GLOBAL BEER MARKET

Global Beer Market Production Volume and Growth 1980 2012----------------------- 13

Global Beer Market Compound Annual Growth 1985 2012---------------------------- 14

Global Beer Market Per Capita Consumption 1980 2012------------------------------ 15

Global Beer Market Production by Continent 2007 2012------------------------------- 16

Global Beer Market Share of Production by Continent 2007 2012-------------------- 17

Global Beer Market Change in Production by Continent 2008 2012------------------- 18

Global Beer Market Production by Country 2007 2012-------------------------------- 19

Global Beer Market Share of Production by Country 2007 2012---------------------- 23

Global Beer Market Change in Production by Country 2008 2012--------------------- 27

1.10 Global Beer Market Consumption by Selected Countries 2007 2012------------------ 31

THE LEADING GLOBAL BREWERES AND THEIR BRANDS

Global Beer Market Production by Leading Brewers 2007 2012---------------------- 330

Global Beer Market Change in Production by Leading Brewers 2008 2012----------334

Global Beer Market Leading Brands Volume 2007 2012------------------------------ 336

THE EUROPEAN BEER MARKET

European Beer Market Production by Country 2007 2012---------------------------- 347

European Beer Market Share of Production by Country 2007 2012------------------ 348

European Beer Market Change in Production by Country 2008 2012---------------- 349

European Beer Market Consumption by Selected Countries 2007 2012------------- 350

European Beer Market Change in Consumption by Selected Countries 2008 2012

European Beer Market Production by Leading Brewers 2007 2012------------------- 354

THE ASIAN AND MIDDLE EASTERN BEER MARKETS

Asian/Middle Eastern Beer Market Production by Country 2007 2012--------------- 367

Asian/Middle Eastern Beer Market Consumption by Selected Countries

The Global Beer Market

THE ASIAN AND MIDDLE EASTERN BEER MARKETS (contd)

Asian/Middle Eastern Beer Market Share of Consumption by Selected Countries

Asian/Middle Eastern Beer Market Change in Consumption by Selected Countries

Asian/Middle Eastern Beer Market Per Capita Consumption by Selected Countries

Asian Beer Market Production by Leading Brewers 2007 2012----------------------- 374

Asian Beer Market Change in Production by Leading Brewers 2008 2012-----------375

THE NORTH AMERICAN BEER MARKET

North American Beer Market Production by Country 2007 2012--------------------- 385

North American Beer Market Share of Production by Country 2007 2012-----------386

North American Beer Market Change in Production by Country 2008 2012----------387

North American Beer Market Share of Consumption by Selected Countries

North American Beer Market Change in Consumption by Selected Countries

North American Beer Market Per Capita Consumption by Selected Countries

North American Beer Market Production by Leading Brewers 2007 2012------------392

North American Beer Market Change in Production by Leading Brewers

THE SOUTH AMERICAN BEER MARKET

South American Beer Market Production by Country 2007 2012--------------------- 403