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Czech beer market development Vladimir Balach, General Secretary of CBMA
Czech beer market development
Vladimir Balach, General Secretary of CBMA
Czech Beer and Malt Association • CBMA represents interests of breweries, malt houses and other
Czech Beer and Malt Association
• CBMA represents interests of breweries, malt houses
and other suppliers and partners in beer sector
• One of the oldest beer associations in Europe
• Former “Society for beer industry in Czech Kingdom
was established in 1873
• CMBA Ethical code and self-regulation process
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Breweries in the Czech market • Czech beer market is diversified represented by breweries of
Breweries in the Czech market
• Czech beer market is diversified represented by
breweries of all sizes from large international
brewers to small local breweries
• 6 large brewing companies (Pilsner Urquell,
Staropramen Brewery, Heineken, Budweiser Budvar,
Lobkowitz Brewery, Moravian-Silesian Brewery)
• 27 individual small to mid-size breweries
• Boom of mini and restaurant breweries – in 2012
there were registered approximately 160
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Current situation on beer domestic market • The brewing industry, affected by the economic crisis,
Current situation on beer domestic market
• The brewing industry, affected by the economic crisis, has faced an
unprecedented decline in beer output following the excise tax increase
• After two years of significant decline in total production this trend stopped
in 2011
• In 2012 total beer production increased slightly by 2,75%
• Production for the domestic market increased only by 1,4 %, fueled mostly
by beer mixes growth
• Malt production copies trend of beer 2012 – 526 kt
• Hops production est. 2013 – 4 700 t
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Structure of breweries in the Czech market 250 200 Yearly production ≤ 1.000 hl Production
Structure of breweries in the Czech market
250
200
Yearly production
≤ 1.000 hl
Production >
1.000 hl and ≤
150
50.000
hl
Production >
50.000
hl and ≤
200.000 hl
100
Production >
200.000hl
Total number of
breweries
50
0
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Structure of breweries in the Czech market Breweries in the Czech Republic 2003 2004 2005
Structure of breweries in the Czech market
Breweries in the Czech Republic
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Total number of breweries
(including microbreweries)
89
90
91
100
126
128
133
151
191
213
Number of brewing companies
Yearly production ≤ 1.000 hl
(microbreweries)
35
36
36
41
66
57
51
65
90
20
Yearly production > 1.000 hl and ≤
50.000 hl
18
18
15
20
22
31
49
48
70
158
Yearly production > 50.000 hl and
≤ 200.000 hl
16
16
18
19
19
20
8
12
9
11
Yearly production > 200.000hl
9
9
10
10
9
7
8
10
8
8
Total number of brewing
companies
78
79
79
90
116
115
116
135
177
197
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Total beer production in the Czech Republic 25.000 200 176 180 19.198 19.787 19.897 19.806
Total beer production in the Czech Republic
25.000
200
176
180
19.198 19.787
19.897
19.806
20.000
18.637
18.591 160
17.475 17.924
129
140
16.276
16 180* 16 705*
15.000
120
104
11.418
100
79
10.000
9.245
71
80
57
48
47 47
47 47
47
47 60
5.000
40
20
0
0
1950 1960 1970 1980 1990 2000 2006 2007 2008 2009 2010 2011 2012
Beer production in thousands hl
Number of active breweries
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Beer production for domestic market 6,0% 3,8% 4,0% 2,6% 2,0% 1,6% 1,7% 2,0% 1,4% 1,1%
Beer production for domestic market
6,0%
3,8%
4,0%
2,6%
2,0%
1,6%
1,7%
2,0%
1,4%
1,1%
0,1%
0,0%
-0,3%
-0,5%
-2,0%
-4,0%
-6,0%
-5,9%
-8,0%
-8,6%
-10,0%
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Trends Czech malting industry (in kt) 600 541 528 521 518 522 526 499 500
Trends Czech malting industry (in kt)
600
541
528
521
518
522
526
499
500
475
428
400
351
314
300
281
279
263
258
244
244
241
233
208
200
166
148
141
114 106
100
83
0
1950 1960 1970 1980 1990 2000 2006 2007 2008 2009 2010 2011 2012
Production
Export
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Surface hop-field and hop production in the Czech republic 15 000 14 000 Hop production
Surface hop-field and hop production in the Czech republic
15
000
14
000
Hop production (t)
13
000
Surface hop-field (ha)
12
000
11
000
10
000
9
000
8
000
7
000
6
000
5
000
4
000
3
000
2
000
1
000
0
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Market development, change in consumer demand • The long tradition of drinking almost only lagers
Market development, change in consumer
demand
• The long tradition of drinking almost only lagers in the Czech
Republic has changed. It was built on the traditions of the famous
Czech brewing, dominated by the pilsner-type lager.
• In the last few years, consumer demand has evolved. One of the
trends is a shift from the HORECA segment towards in-home-
consumption.
• The group of older consumers still prefers Czech lager as the
dominant type of beer. The pub is the preferred style of socializing
for them.
• Younger consumers prefer a variety of choices: variety in beverage
choice, variety in packaging for different occasions and
differentiated consumer experience.
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Beer consumption per capita (in liters) 165 160,9 160 159 158,8 158,8 157,9 158,1 156,5
Beer consumption per capita (in liters)
165
160,9
160
159 158,8
158,8
157,9
158,1
156,5
156
155
154
150
145
145
144
144
144
140
135
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Consumption of beer across distribution channels 100% 90% 80% 49% 70% 57% 60% 50% 40%
Consumption of beer across distribution
channels
100%
90%
80%
49%
70%
57%
60%
50%
40%
30%
51%
20%
43%
10%
0%
2009
2012
On-trade
Off-trade
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Consumption by type of beer 2009 5,10% Tap beer 32,60% 2012 Lagers 7,06% Other 62,30%
Consumption by type of beer
2009
5,10%
Tap beer
32,60%
2012
Lagers
7,06%
Other
62,30%
Tap beer
Lagers
38,05%
Other
54,89%
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Consumption of Czech beer among tourists While Czechs drink at average one small beer a
Consumption of Czech beer among tourists
While Czechs drink at average one small beer a day (0,3l), tourists drink almost
two large beers a day (0,9l)
∆∆∆∆
Tourists consumption of beer (L/person/day)
Tourists consume in the Czech Republic in total
40 million large beers (20 mil. liters)
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Overall impact of Czech brewing sector SUPPLIERS BREWERIES HORECA + RETAIL • Farmers • Microbreweries
Overall impact of Czech brewing sector
SUPPLIERS
BREWERIES
HORECA +
RETAIL
• Farmers
• Microbreweries
• Utility
• Minibreweries
• Pubs
• Construction industry
• Large breweries
• Restaurants
• Chemical industry
• Malt producers
• Cafes
• Logistics services
• Retail
• Etc.
• Wholesale
• Chains
55,000 employees
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CZK 25bn
Tax payments
Direct impact of Czech brewing sector 7,600 employees directly employed in the brewing sector *
Direct impact of Czech brewing sector
7,600 employees directly employed in the brewing
sector *
90 – 95% of raw materials come from Czech
Republic
Support for Czech farmers – barley, hops
Czech beer brewed using Czech ingredients
Beer for the czech market produced exclusively
within Czech Republic
*SOURCE 12: The Contribution made by Beer to the European Economy (Full Report – Edition 2009) prepared by Ernst & Young (pp. 55, 57 and 59)
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Indirect impact of Czech brewing sector 12,500 indirect employees* at SUPPLIERS 34,600 employees in HORECA
Indirect impact of Czech brewing sector
12,500 indirect employees* at SUPPLIERS
34,600 employees in HORECA and RETAIL* sectors
CZK14bln payments go to suppliers from Czech
brewing sector (91% of the amount stays in Czech
republic*)
The largest portion of revenue from sales in HORECA
(25%) is from beer (hotels, restaurants, cafés)
*SOURCE 12: The Contribution made by Beer to the European Economy (Full Report – Edition 2009) prepared by Ernst & Young (p.55)
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Contribution of Czech brewing sector CZK 10,8bn - to the State Budget Excise tax, VAT,
Contribution of Czech brewing sector
CZK 10,8bn - to the State Budget
Excise tax, VAT, legal entities tax, employees
income tax, other*
CZK 6,8bn - indirect tax-related revenues
Through suppliers sector*
*SOURCE 12: The Contribution made by Beer to the European Economy (Full Report – Edition 2009) prepared by Ernst & Young (pp. 55, 57 and 59)
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
CZECH BEER AND MALT ASSOCIATION
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Czech Beer and Malt Association (CBMA) INITIATIVE ČESKÝ SVAZ PIVOVARŮ A SLADOVEN CZECH BEER AND
Czech Beer and Malt Association (CBMA)
INITIATIVE
ČESKÝ SVAZ PIVOVARŮ A SLADOVEN
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Protected geographical indication Czech beer • PGI Czech beer registered in 2008 • Used by
Protected geographical indication Czech beer
• PGI Czech beer registered in 2008
• Used by 16 breweries for 77 beer trademarks
• Strict control of compliance with many requirements, e.g.
– 80 % of malt pouring per brewing is made of spring barley of
recommended sorts
– 30 % of hops per brewing has to be hops from Žatec and its
recommended clones etc.
Main benefits:
• Quality guarantee for consumers
• Protection against bad competition
• Guarantee of stable demand for raw material suppliers
• Support of export and tourism
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New research on composition of Czech beer from VÚPS • Screening of selected health beneficial
New research on composition of Czech beer
from VÚPS
• Screening of selected health beneficial substances in Czech and
foreign beers
• Compared representation of controlled substances in Czech and
foreign lagers
Czech beer contains elevated concentrations of:
• B vitamins
• oligosaccharides and higher dextrins
• polyphenolic substances
• bitter substances
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Czech Beer &Malt Association (CBMA) Ethical Code CBMA Ethical Code ▪ More strict than national
Czech Beer &Malt Association (CBMA) Ethical
Code
CBMA Ethical Code
▪ More strict than national self-regulation code
Self-regulation process
▪ Complaint is given by any brewery
▪ RBI give the recommendation to the Presidium of
CBMA
▪ The decision should be done until 10 days
▪ If doubts the last arbiter is National self-regulatory
body
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As long as I drive, I drink non-alcoholic beer ! Project scope ▪ Czech Beer
As long as I drive, I drink non-alcoholic beer !
Project scope
▪ Czech Beer and Malt Association (CBMA)
signed Memorandum about cooperation
with Czech Police
▪ Objective of cooperation is related to the
traffic safety improvement, especially in the
area of drinking and driving
▪ CBMA members together with police award
„responsible drivers“
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Czech beer market in a nutshell and treasure • Beer is an important part of
Czech beer market in a nutshell and treasure
• Beer is an important part of Czech Culture
• We take pride in it both at home and abroad
• More than 2/3 of all beers produced worldwide are
of Czech, the “Pils” type
• Increased choices for consumers, but with constantly
high quality and taste richness
• Development of beer domestic market is limited by
the high consumption (expected gentle decline)
• Czech beer is one of the pillars of the Czech Republic
brand
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Czech Republic brand pillars Czech beer Ice-hockey Skoda ČESKÝ SVAZ PIVOVARŮ A SLADOVEN CZECH BEER
Czech Republic brand pillars
Czech beer
Ice-hockey
Skoda
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Thank you! www.ceske-pivo.cz
Thank you!
www.ceske-pivo.cz