Beer in France

PROSPECTS

Beer sales set to continue to grow amidst upgrading

The great majority of brewers and retailers remain confident about the potential of beer, which should remain the most dynamic category within alcoholic drinks over the forecast period. While there were no major events that took place, in contrast to the European Football Championships in 2016 for instance, beer recorded the strongest total volume growth in 2017 for a decade.

Strong performances from ale, flavoured/mixed lager and non alcoholic beer

The positive performance of beer is set to continue over the forecast period. Ale, flavoured/mixed lager and non alcoholic beer, the three most dynamic product categories, are expected to target specific groups.

Most distribution channels set to hold their own

Most channels are expected to take advantage of the potential of beer in France over the forecast period. Modern grocery retailers will still “roll out the red carpet for beer” with the further expansion of “caves à bières” in hypermarkets, supermarkets and even convenience stores.

COMPETITIVE LANDSCAPE

The top-three brewers strengthen their hegemony

Despite their already huge shares, the top three players were able to post impressive volume growth within beer in 2017. Although considered the second-ranked player within off-trade, Heineken Entreprise consolidated its leading position thanks to its Heineken brand, which benefited from frequent updates to its packaging, design and even recipe for the first time in 2017 with Heineken 0.

Small and medium brewers: bigger, more numerous and more audacious

Albeit lagging far behind the multinationals within beer, the real winners of 2017 remained small and medium brewers. Growth in the number of local brewers speeded up in 2017.

Brokers also seize the opportunity

The other winners were players without brewing capacity, in fact brokers (not always listed as NBOs), such as Difcom La Cave des Pères and International Beers & Beverages, which specialise in the importation and/or distribution of local, Belgian or Anglo-Saxon ales and premium lagers. These are often the main suppliers to the successful caves à bières in hypermarkets, supermarkets and beer specialists.

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