the beer market
1.1 Market definition
Beer is mainly produced from barley malt with sometimes other cereals as a supplement. It is one of the most popular alcoholic beverages in the world .
Beer can be consumed in bottles, cans or under pressure. She can be blonde, white, redheaded, or brunette. The colour of the beer is a consequence of the choice of malt as well as the temperature of the malt kilning:
The white beers Brewing with wheat and pale malts.
The blond beers Brewing with pale barley malts.
The red beers or amber: brewing with more roasted and roasted barley malts.
The dark beers Brewing with extremely roasted brown malts.
The world beer market is dominated by some major international players (AbinBev, Heineken, CR Snow). The rest of the market is composed of a very large number of independent local actors .
The French market, in slight increase (5% between 2010 and 2018) and is expected to continue to grow, does not escape this trend. The dynamism of local actors is reflected in particular in the continuous opening of very small breweries .
Yet the annual production is decreasing between 2013 and 2018 and, although its consumption is still very marginal, non-alcoholic beer is growing strongly and represents a very dynamic segment of the market
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