Beer: A New Dawn Brewing

Overall beer volumes continue motoring on

Beer sales continue to grow, although the category is losing share of volume to the more dynamic spirits and wine

Lager remains premiumisation-driven and by far the biggest category

While lager still dominates, interest in alternative types – especially dark beer – is gathering momentum, and other beers are even beginning to cannibalise lager sales in mature markets.

Dark beer is going through a transformational period

Largely outdated and out of touch economy ales are fading away at the same time that higher end offerings pioneered by craft brewers are reaching out to a younger, more adventurous demographic.

Stout’s travails are temporary

Macroeconomic headwinds in Ireland, US maturity and consumption shifts alongside security risks in Nigeria both hit global growth hard in 2012, but a reversal of the trend is within reach.

Craft enters the mainstream

While craft beer is becoming better established, the first whispers of the potential bursting of a bubble can already be heard in the markets that have spearheaded the trend, most notably the US and the UK.

Low-alcohol beer looks uninspiring

Sobering growth in low-alcohol beer masks the fact that there is nascent interest in the category, driven by radler-inspired launches and a healthier spin.

Non-alcoholic beer’s explosive boom appears to be slowing

Non-alcoholic beer retains its focus on religiously restrictive markets, where flavours and aspirational consumption continue driving sales, but is yet to make significant inroads in mature markets.

Asia Pacific will shape the industry’s future

While the region accounted for 36% of global beer volumes in 2012, this share is expected to rise significantly, to reach 40% by 2017.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment