Beer Market Analysis Essay Example for Free

Beer Market Analysis Essay Brewing industry is a global business, consisting of several leading multinational companies and many small local producers. Regardless of beer consumption been affected by the economic crisis, expected growth at a CAGR globally for years 2009-2014 is 1. 8%, with Africa, Asia-Pacific and Middle East becoming the leaders of beer consumption. Moreover, the industry’s further growth is expected due to increasing beer consumption in China. But at the same time, expected CAGR for North America is only 0,5%, and Western Europe is supposed to have marginal decline. Leaders of the market, with 50% of sales, are Anheuser-Busch InBev, SABMiller, Heineken NV and Carlsberg A/S. From the â€Å"Leading global beer brands† graph we can see that category of lagers holds leading position in industry. According to SUBMiller report, there are 3 trends, which had anticipated the increase drive in beer market value by 2012, and those are: * Consumer upgrading to better beer quality due to increase purchasing power * Growing beer-consumer population base * Marketing and promotional activities aimed on differentiation From the other side, there are several threats for both local and global beer producers. Some of them are: increased competition from other alcoholic beverages (mainly, wine in Europe and spirits in the US), or the smoking ban in public places, which has negatively affected the the number of orders of beer in restaurants and bars. Moreover, it is forecasted that due to increasing health consciousness, customers may switch to alternatives like dry wine, which also would retard the beer consumption. All these trends and numbers made beer brewers to improve their brand image in order to increase sales and grab global market share. For that many leading brewer companies focused on innovative packaging and labeling concepts, which would help to inform clients about innovations in health, following the sustainability trends and increase in premiumisation. For example, one of largest beer producers in the world, Carlsberg, in order to double profits by 2015, had to revamp branding, ingredients used and to widen the distribution. Carlsberg launched their â€Å"That calls for Carlsberg† campaign in over 140 markets, to adopt a single global brand positioning and to relate brand to global consumers.