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.
The beer market is highly fragmented, and domestic demand is large; in 2018, 82 percent of all beer was domestically produced. [NBWA] Widely recognized brands include Carlsberg, Corona, Heineken, Bud Light, and Budweiser. According to YouGov, American’s brands of preference include Guinness, Heineken, and Corona.
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.
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