The beer market is a very broad market that relies on brewers for production and on supermarkets and bars for distribution. It is worth noting that many microbreweries are regularly created, which heightens the dynamism of this sector.
The beer market is a substantial market. In 2014, the average consumption per French person was 30 liters. Even if we remain far from "well established" countries such as the UK, in France there is a real beer culture with many microbreweries that open out of passion. In France, 70% of the beer consumed is produced within France (source: LSA-Conso).
The beer market has three major players (Heineken, Kronenbourg and AB Inbev) that share nearly 70% of the market, particularly thanks to a very strong presence in the various supermarkets. Despite being faced with these giants, many microbreweries are still available, leaving the consumer an enormous choice.
The emphasis is essentially on innovation within this sector with a profusion of new tastes such as raspberry beer and peach beer. Innovations also occur in packaging and associated products (e.g. beer-pulling machines), enabling new consumer habits to be introduced.
The sector must adapt to French taxation, which taxes alcohol differently according to its alcoholic content. Thus, the 4.5 content limit has often been the mark not to cross so as not to suffer too much from taxation.
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