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MARKET OVERVIEW

1.1 Definition and presentation

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 through kegs. Among the most popular kind of beers we can find:

  • White beers: brewed with wheat and pale malts.
  • Blond beers: brewed with pale barley malts.
  • Red beers or amber: brewed with more roasted barley malts.
  • Dark beers: brewed 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.

In 2017, the average Brit drank 69.5 liters of beer per year. [British Beer and Pub Association] Moreover, in 2018 the average household spent £8.70 per week on beer at home, and £8.00 per week on beer outside of home. [drinkaware] Finally, beer remains the first choice of alcoholic beverage, although its market share has decreased over the past years.

Widely recognized brands include Carlsberg, Corona, Heineken, Bud Light, and Budweiser. According to a YouGov study, Guinness is the most popular, followed by San Miguel, and Stella Artois.

Alcohol consumption is on the decline, especially amongst younger generations; however, recent years have demonstrated consumer preferences for premium brands and more niched products. The global craft beer market is expected to grow at a CAGR of 8% from 2015 to 2025.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATIONS

POSITIONING OF THE PLAYERS

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chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Maelle Vitry

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Héloise Fruchard

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EDHEC

Imane Essadiq

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Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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