2010

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.
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The Global
Beer Market
2010 Edition
December 2010
R E S E A R CH D A TA CO N S U L T IN G

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

Copyright 2010 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 GLOBAL BEER MARKET

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------------------------------------------------------------ 12

Exhibits-------------------------------------------------------------------------------------------- 14
2.

THE LEADING GLOBAL BREWERS AND THEIR BRANDS

The Worlds Leading Brewers-------------------------------------------------------------------- 43

Overview---------------------------------------------------------------------------- 43

Brands------------------------------------------------------------------------------- 46

Anheuser-Busch InBev

Overview---------------------------------------------------------------------------- 49

Marketing---------------------------------------------------------------------------103

SABMiller

Overview----------------------------------------------------------------------------122

Marketing---------------------------------------------------------------------------153

Carlsberg Breweries A/S

Overview----------------------------------------------------------------------------161

Marketing---------------------------------------------------------------------------192

Heineken N.V.

Overview----------------------------------------------------------------------------193

Marketing---------------------------------------------------------------------------238

Grupo Modelo

Overview----------------------------------------------------------------------------244

Marketing---------------------------------------------------------------------------247

i
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The Global Beer Market

TABLE OF CONTENTS
Chapter
2.

THE LEADING GLOBAL BREWERS AND THEIR BRANDS (contd)

Molson Coors Brewing Company

Overview----------------------------------------------------------------------------252

Tsingtao Breweries

Overview----------------------------------------------------------------------------262

Marketing---------------------------------------------------------------------------265

Asahi Breweries

Overview----------------------------------------------------------------------------268

Marketing---------------------------------------------------------------------------273

Kirin Brewery

Overview----------------------------------------------------------------------------276

Marketing---------------------------------------------------------------------------280

Yanjing Brewery

Overview----------------------------------------------------------------------------285

Sapporo Breweries

Overview----------------------------------------------------------------------------287

Marketing---------------------------------------------------------------------------288

Asia Pacific Breweries

Overview----------------------------------------------------------------------------291

Marketing---------------------------------------------------------------------------297

Exhibits--------------------------------------------------------------------------------------------300
3.

THE EUROPEAN BEER MARKET

Europes Beer Market-----------------------------------------------------------------------------313

Overview----------------------------------------------------------------------------313

Production by Country--------------------------------------------------------------314

Consumption by Country-----------------------------------------------------------316

Per Capita Consumption------------------------------------------------------------317

Europes Brewers---------------------------------------------------------------------------------319
Exhibits--------------------------------------------------------------------------------------------321
4.

THE ASIAN AND MIDDLE EASTERN BEER MARKETS

Asia and the Middle Easts Beer Markets--------------------------------------------------------331

Overview----------------------------------------------------------------------------331

Production by Country--------------------------------------------------------------336

Consumption by Country-----------------------------------------------------------338

Per Capita Consumption------------------------------------------------------------339

Asian and Middle Eastern Brewers---------------------------------------------------------------341

Exhibits--------------------------------------------------------------------------------------------343

ii
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The Global Beer Market

TABLE OF CONTENTS
Chapter
5.

THE NORTH AMERICAN BEER MARKET

North Americas Beer Market---------------------------------------------------------------------353

Overview----------------------------------------------------------------------------353

Production by Country--------------------------------------------------------------355

Consumption by Country-----------------------------------------------------------358

Per Capita Consumption------------------------------------------------------------359

North Americas Brewers-------------------------------------------------------------------------360

Exhibits--------------------------------------------------------------------------------------------362
6.

THE SOUTH AMERICAN BEER MARKET

South Americas Beer Market--------------------------------------------------------------------371

Overview----------------------------------------------------------------------------371

Production by Country--------------------------------------------------------------372

Consumption by Country-----------------------------------------------------------374

Per Capita Consumption------------------------------------------------------------375

South Americas Brewers-------------------------------------------------------------------------377

Exhibits--------------------------------------------------------------------------------------------380
7.

THE AFRICAN BEER MARKET

Africas Beer Market------------------------------------------------------------------------------389

Overview----------------------------------------------------------------------------389

Production by Country--------------------------------------------------------------391

Consumption by Country-----------------------------------------------------------394

Per Capita Consumption------------------------------------------------------------395

Africas Brewers-----------------------------------------------------------------------------------396
Exhibits--------------------------------------------------------------------------------------------399
8.

THE AUSTRALIAN AND OCEANIAN BEER MARKETS

Australia and Oceanias Beer Markets-----------------------------------------------------------409

Overview----------------------------------------------------------------------------409

Production by Country--------------------------------------------------------------409

Consumption by Country-----------------------------------------------------------411

Per Capita Consumption------------------------------------------------------------411

Australia and Oceanias Brewers-----------------------------------------------------------------412

Exhibits--------------------------------------------------------------------------------------------413
9.

THE PROJECTED GLOBAL BEER MARKET

The Projected International Beer Market--------------------------------------------------------423

Overview----------------------------------------------------------------------------423

The Global Market------------------------------------------------------------------426

The Regional Markets--------------------------------------------------------------426

Exhibits--------------------------------------------------------------------------------------------432

iii
Copyright 2010 Beverage Marketing Corporation of New York
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The Global Beer Market

TABLE OF CONTENTS
Exhibit
1.

THE GLOBAL BEER MARKET

1.1

Global Beer Market Production Volume and Growth 1980 2009----------------------- 14

1.2

Global Beer Market Compound Annual Growth 1985 2009---------------------------- 15

1.3

Global Beer Market Per Capita Consumption 1980 2009------------------------------ 16

1.4

Global Beer Market Production by Continent 2004 2009------------------------------ 17

1.5

Global Beer Market Share of Production by Continent 2004 2009-------------------- 18

1.6

Global Beer Market Change in Production by Continent 2005 2009------------------- 19

1.7

Global Beer Market Production by Country 2004 2009-------------------------------- 20

1.8

Global Beer Market Share of Production by Country 2004 2009---------------------- 25

1.9

Global Beer Market Change in Production by Country 2005 2009--------------------- 30

1.10 Global Beer Market Consumption by Selected Countries 2004 2009------------------ 35

1.11 Global Beer Market Share of Consumption by Selected Countries 2004 2009-------- 37
1.12 Global Beer Market Change in Consumption by Selected Countries 2005 2009------ 39
1.13 Global Beer Market Per Capita Consumption by Selected Countries 2004 2009------ 41
2.

3.

4.

THE LEADING GLOBAL BREWERES AND THEIR BRANDS

2.14

Global Beer Market Production by Leading Brewers 2004 2009----------------------300

2.15

Global Beer Market Share of Production by Leading Brewers 2004 2009------------303

2.16

Global Beer Market Change in Production by Leading Brewers 2005 2009---------- 306

2.17

Global Beer Market Leading Brands Volume 2004 2009------------------------------309

2.18

Global Beer Market Leading Brands Share of Volume 2004 2009--------------------310

2.19

Global Beer Market Leading Brands Change in Volume 2005 2009------------------311

THE EUROPEAN BEER MARKET

3.20

European Beer Market Production by Country 2004 2009----------------------------321

3.21

European Beer Market Share of Production by Country 2004 2009------------------322

3.22

European Beer Market Change in Production by Country 2005 2009----------------323

3.23

European Beer Market Consumption by Selected Countries 2004 2009-------------324

3.24

European Beer Market Share of Consumption by Selected Countries 2004 2009- - - 325

3.25

European Beer Market Change in Consumption by Selected Countries 2005 2009

3.26

European Beer Market Per Capita Consumption by Selected Countries 2004 2009 327

3.27

European Beer Market Production by Leading Brewers 2004 2009-------------------328

3.28

European Beer Market Change in Production by Leading Brewers 2005 2009-------329

326

THE ASIAN AND MIDDLE EASTERN BEER MARKETS

4.29

Asian/Middle Eastern Beer Market Production by Country 2004 2009---------------343

4.30

Asian/Middle Eastern Beer Market Share of Production by Country 2004 2009-----344

4.31

Asian/Middle Eastern Beer Market Change in Production by Country 2005 2009- - - 345

4.32

Asian/Middle Eastern Beer Market Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------346

iv
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The Global Beer Market

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

2004 2009-------------------------------------------------------------------------------347

4.34

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

2005 2009-------------------------------------------------------------------------------348

4.35

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

2004 2009-------------------------------------------------------------------------------349

5.

4.36

Asian Beer Market Production by Leading Brewers 2004 2009-----------------------350

4.37

Asian Beer Market Change in Production by Leading Brewers 2005 2009----------- 351

THE NORTH AMERICAN BEER MARKET

5.38

North American Beer Market Production by Country 2004 2009---------------------362

5.39

North American Beer Market Share of Production by Country 2004 2009-----------363

5.40

North American Beer Market Change in Production by Country 2005 2009----------364

5.41

North American Beer Market Consumption by Selected Countries 2004 2009-------365

5.42

North American Beer Market Share of Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------366

5.43

North American Beer Market Change in Consumption by Selected Countries

2005 2009-------------------------------------------------------------------------------367

5.44

North American Beer Market Per Capita Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------368

5.45

North American Beer Market Production by Leading Brewers 2004 2009------------369

5.46

North American Beer Market Change in Production by Leading Brewers

2005 2009-------------------------------------------------------------------------------370

6.

THE SOUTH AMERICAN BEER MARKET

6.47

South American Beer Market Production by Country 2004 2009---------------------380

6.48

South American Beer Market Share of Production by Country 2004 2009-----------381

6.49

South American Beer Market Change in Production by Country 2005 2009---------382

6.50

South American Beer Market Consumption by Selected Countries 2004 2009------ 383

6.51

South American Beer Market Share of Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------384

6.52

South American Beer Market Change in Consumption by Selected Countries

2005 2009-------------------------------------------------------------------------------385

6.53

South American Beer Market Per Capita Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------386

6.54

South American Beer Market Production by Leading Brewers 2004 2009------------387

6.55

South American Beer Market Change in Production by Leading Brewers

2005 2009-------------------------------------------------------------------------------388

v
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The Global Beer Market

TABLE OF CONTENTS
Exhibit
7.

8.

THE AFRICAN BEER MARKET

7.56

African Beer Market Production by Country 2004 2009-------------------------------399

7.57

African Beer Market Share of Production by Country 2004 2009---------------------400

7.58

African Beer Market Change in Production by Country 2005 2009-------------------401

7.59

African Beer Market Consumption by Selected Countries 2004 2009----------------402

7.60

African Beer Market Share of Consumption by Selected Countries 2004 2009------403

7.61

African Beer Market Change in Consumption by Selected Countries 2005 2009- - - -404

7.62

African Beer Market Per Capita Consumption by Selected Countries 2004 2009-- - - 405

7.63

African Beer Market Production by Leading Brewers 2004 2009---------------------406

7.64

African Beer Market Change in Production by Leading Brewers 2005 2009----------407

THE AUSTRALIAN AND OCEANIAN BEER MARKETS

8.65

Australian/Oceanian Beer Market Production by Country 2004 2009----------------413

8.66

Australian/Oceanian Beer Market Share of Production by Country 2004 2009------ 414

8.67

Australian/Oceanian Beer Market Change in Production by Country 2005 2009-----415

8.68

Australian/Oceanian Beer Market Consumption by Selected Countries 2004 2009 416

8.69

Australian/Oceanian Beer Market Share of Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------417

8.70

Australian/Oceanian Beer Market Change in Consumption by Selected Countries

2005 2009-------------------------------------------------------------------------------418

8.71

Australian/Oceanian Beer Market Per Capita Consumption by Selected Countries

2004 2009-------------------------------------------------------------------------------419

8.72

Australian/Oceanian Beer Market Production by Leading Brewers 2004 2009------- 420

8.73

Australian/Oceanian Beer Market Change in Production by Leading Brewers

2005 2009-------------------------------------------------------------------------------421

9.

THE PROJECTED GLOBAL BEER MARKET

9.74

Projected Global Beer Market Production Volume 1980 2014-------------------------432

9.75

Projected Global Beer Market Compound Annual Growth 1985 2014----------------433

9.76

Projected Global Beer Market Per Capita Consumption 1980 2014-------------------434

9.77

Projected Global Beer Market Production and Compound Annual Growth by

Continent 2004 2014--------------------------------------------------------------------435

vi
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ASIA OVERTAKES EUROPE AS LEADING REGION IN

GLOBAL BEER INDUSTRY
Share of beer production by region, 2009
Australia/
Oceania
1.3%

Africa
5.2%

Asia/Middle
East
32.9%

S. America
11.1%

N. America
19.0%

Europe
30.6%

Source: Beverage Marketing Corporation

Exhibit 1.5

GLOBAL BEER MARKET

SHARE OF PRODUCTION BY CONTINENT (r)
2004 2009

Continents

2004

2005

2006

2007

2008

2009

Asia/Middle East
Europe
North America
South America
Africa
Australia/Oceania

28.6%
34.1%
21.4%
10.2%
4.4%
1.3%

28.6%
34.1%
20.9%
10.7%
4.5%
1.3%

30.1%
33.4%
20.0%
10.6%
4.6%
1.3%

31.4%
33.0%
19.3%
10.4%
4.7%
1.2%

31.9%
32.1%
19.0%
10.9%
5.0%
1.2%

32.9%
30.6%
19.0%
11.1%
5.2%
1.2%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

TOTAL

(r) Revised
Source: Beverage Marketing Corporation

Copyright 2010 Beverage Marketing Corporation of New York

Reproduction without written permission is strictly prohibited

Regional and global economic developments will continue to determine the contours of the
international brewing industry.

The realization of a common market with a shared currency in most of the

European Union, and the further integration of eastern European countries into
the regional economy, will alter the economic architecture of Europe.

Development of infrastructure and distribution capabilities in China already the

most productive brewing nation in the world is an important factor in Asias beer
business and its future.

Japan had been in the economic doldrums, and many other east and Southeast
Asian nations confronted downturns as well. In short, countries results are likely
to be mixed, but the regional beer market will tend toward solid growth.

Indeed, with China in the forefront, the Asian market is likely to continue to grow
at a faster rate then the global market from 2009 to 2014, just at it did (at an
admittedly faster clip) from 2004 to 2009.

The outcome of the ongoing political turmoil in Africa, including wars within and
among many nations, will have a decisive impact on the regions future. Much of
the area also confronts the specter of the HIV/AIDS epidemic, which will have far
reaching consequences for the regions health and the health of its economy.

With the incursion of two global mega-brewers, South Americas beer market
entered a new phase. While AmBev and Bavaria have deep-pocketed owners,
they operate in countries facing some challenges in the near term.

As international mergers and acquisitions (M&As) and strategic alliances continue, aggressive
global brewing industry leaders will enlarge their market shares. The still quite fragmented
global beer business is certain to become less so with each passing year.

InBev has been one of the most acquisitive and ambitious beer companies in
recent years, and its quest for a larger piece of the worlds beer business seems
unceasing. Its acquisition of Anheuser-Busch (A-B) is merely one of its most
high-profile maneuvers in a decade-plus agenda of aggressive acquisitions.

A-B itself had reigned as one of the worlds leading brewers because it is the king
of beers in the U.S., where it enjoys a market share of roughly 50%. While the
pride of St. Louis did have some international operations, including stakes in
breweries in South America and Asia, its global presence paled in comparison to
its cosmopolitan European competitors.

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