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Strategy Briefing

Assessing the Value of Alcoholic Drinks: Part One - Beer and Cider/Perry

38 pages, Jul 2015

US$1,325

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About This Report

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Looking at companies’ and brands’ performances in retail sales value terms rather than volumes offers a very different perspective on alcoholic drinks. In the first of two briefings, Euromonitor International looks at the overall alcoholic drinks market in value terms, before focusing on the beer and cider/perry categories, emphasising that it is not all about the volumes.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Brewers not so dominant among leading alcoholic drinks companies by value

While the top five rankings of the leading alcoholic drinks companies by volume are dominated by brewers, this not the case in value terms, with the leading international spirits companies Diageo and Pernod Ricard within in the top five.

Spirits and RTDs possibly offer better returns

As can be seen when examining the value sales split of alcoholic drinks companies which are present in different alcoholic drink categories, most notably Diageo, RTDs/high strength premixes and spirits potentially offer better returns.

Heineken bigger than SABMiller in value terms

Heineken is the world’s third biggest brewer by volume value sales, behind SABMiller. However, in value terms, Heineken is ahead of SABMiller, aided by a greater focus on the premium segment and higher value mature markets.

Volumes are not everything in beer –the regions where they are achieved is key

It is not just about achieving volume sales –to maximise returns, companies also need to focus on the high value countries, which are often mature, as well as on the high value categories within those markets, as A-B InBev shows in its contrasting fortunes in the US and UK.

Private label is less relevant in value terms

Due to private label sales only being in the off-trade, and in certain categories, like beer and spirits, being strongly focused on the economy end, its value share of alcoholic drinks is smaller than its volume share.

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Introduction

Scope

Overview

Key findings

Brewers not as dominant in value compared to volume

Spirits companies get greater return per litre

Top five remain a minority

Beer dominates even more in brand terms

Private label less value for its volumes

Diageo sees greater value in spirits and RTDs

Beer

International brewers dominate beer rankings

International players account for greater value

Mature market brands lead the way

Eclectic mix of brands for most expensive beer brands

Broadening geographic scope for Budweiser

Heineken also expanding its reach

Major brewers: Volume versus value by region

Asia Pacific holds back brewers in value terms

Heineken’s greater premium focus pushes it ahead of SABMiller

Heineken’s premium advantage

Carlsberg’s unbalanced portfolio leads to sluggish growth

Narrow country focus in key regions for Carlsberg

Economy focus hurts local Chinese brewers

Premium the place to be in the US…

… and in the UK too

Growing value of moving away from traditional beer

Cider/Perry

European focused companies dominate the rankings

Changing shape of the global cider/perry

Cider/perry: Leading brands

Conclusion

Appendix

Definitions

Methodology: Basics of the Euromonitor value shares model

Methodology: building value shares for beer and cider/ perry

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Megatrends

Strategy Briefing

Assessing the Value of Alcoholic Drinks: Part One - Beer and Cider/Perry

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Brewers not so dominant among leading alcoholic drinks companies by value

Spirits and RTDs possibly offer better returns

Heineken bigger than SABMiller in value terms

Volumes are not everything in beer –the regions where they are achieved is key

Private label is less relevant in value terms

Want to find out more about this report?

Table of Contents

Introduction

Scope

Overview

Key findings

Brewers not as dominant in value compared to volume

Spirits companies get greater return per litre

Top five remain a minority

Beer dominates even more in brand terms

Private label less value for its volumes

Diageo sees greater value in spirits and RTDs

Beer

International brewers dominate beer rankings

International players account for greater value

Mature market brands lead the way

Eclectic mix of brands for most expensive beer brands

Broadening geographic scope for Budweiser

Heineken also expanding its reach

Major brewers: Volume versus value by region

Asia Pacific holds back brewers in value terms

Heineken’s greater premium focus pushes it ahead of SABMiller

Heineken’s premium advantage

Carlsberg’s unbalanced portfolio leads to sluggish growth

Narrow country focus in key regions for Carlsberg

Economy focus hurts local Chinese brewers

Premium the place to be in the US…

… and in the UK too

Growing value of moving away from traditional beer

Cider/Perry

European focused companies dominate the rankings

Changing shape of the global cider/perry

Cider/perry: Leading brands

Conclusion

Conclusion

Appendix

Definitions

Methodology: Basics of the Euromonitor value shares model

Methodology: building value shares for beer and cider/ perry

Why buy this report?

Want to find out more about this report?

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