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MARKET OVERVIEW

1.1 Definition and scope of study

Beer is one of the most consumed beverages in the world. Three essential notions define a craft beer: the craftsman, the brewery and, of course, the beer.  The artisan is distinguished by his knowledge and his traditional production process opposed to an industrial process. The brewery is defined by factors of volume produced and independence:

  • Legal and financial independence from any other brewery.
  • The possession and use of its own equipment.
  • An annual production of less than 200 000 hectoliters or more than 170 000 barrels.

Finally, the product is characterized by a simple traditional recipe and no filtration or pasteurization.

The global beer market turnover is worth hundreds of billions of dollars. The growing consumer preference for craft beer is expected to drive this segment to grow faster than the market average, with a compound annual growth rate of 2.3% from 2017 to 2025.

In Italy, beer consumption and production are steadily growing. As the tenth largest producer in Europe and the fourth largest European country in terms of breweries, this performance is due to three main factors: 

  • The gradual increase of beer culture in Italy
  • The deseasonalization of consumption 
  • The reduction of excise duties, i.e. taxes that indirectly affect certain products

The Covid 19 pandemic has also impacted the Italian beer sector. The eight hundred or so active breweries reported losing nearly 90% of their revenue in 2019. Not only the closure of restaurants and bars, but also the interruption of festivals and other outdoor events where beer is the main accompaniment were the main factors for the decline in revenue of the craft beer sector. However, this is an exceptional situation, and optimistic forecasts for 2021 tend toward a recovery in growth equal to the one achieved in 2019, a highly successful year for this market.

 

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Method

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in 40 pages
Method
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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.