Report bundle: Premium beer in North America – forecasts to 2016 and Premium beer in emerging markets – forecasts to 2016

Report bundle: Premium beer in North America – forecasts to 2016 and Premium beer in emerging markets – forecasts to 2016

Published: September 2012
Product ref: 172526
Pages: 67
Format: PDF
Delivery: Immediate download

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All of the top four brewers have faced challenging sales environments internationally since the downturn of 2008 and have been forced to adapt and innovate to survive.

Each has spread out into new markets, buying up budding local breweries, licensing out their flagship brands to contract brewers and moving quickly to establish a presence through prominent marketing and sponsorship ties. Diversifying their product ranges has also proved to be an important tactic, with manufacturers seeking to satisfy local tastes and coax regular customers of their mainstream beer brands towards the premium bracket.

This second report in our series on premium beer concentrates on North America, currently the second largest premium beer market in the world and how this market specifically has faired.

Both United States and Canada have been forced to respond to a changing economic enviroment, according to a SABMiller Executive: “No business or industry should expect a return to the previous status quo of yesteryear but we do believe that the US beer market will return to growth.”

The report examines how the major players and smaller brewers have reacted to the challenges and changing trends. Highlighted is one of the most exciting and innovative offshoots of the industry since its emergence in the mid- to late-1980s, that of craft brewing.

Craft beers differentiate themselves by offering strongly defined identities and local provenance, their brewers standing for individuality and a sincere commitment to the production of exceptional lagers and ales.

Tired of a retail landscape populated by ubiquitous, mass produced, medium quality lagers manufactured from the most cost-effective ingredients by a small number of dominant corporations, North American drinkers have welcomed the alternative output of regional microbreweries with open arms.

As one executive with Boston Beer told us, "We’re lucky to be in the middle of a big growth curve for craft beer and I’m glad to see the industry growing. Craft beer is entering the mainstream."

The report concludes with a view on the future outlook for the premium beer market with reference to:

- new domestic specialty and ‘faux craft’ brands
- appealing to female drinkers
- fruit-based lagers and ales
- effects of social media
- innovation in emerging markets
- medical evidence against alcohol



The global beer market is currently in the process of recovering from the economic downturn. With recession striking the US and the sovereign debt crisis placing the eurozone under strain, beer sales, along with those of all other non-essential consumer goods, have been impacted over the last four years. Previously reliable Western beer markets are now beset with unemployment, reduced spending and high fuel costs.

This first edition report from just-drinks takes a look at the major markets for premium beer across the developing world. As the BRIC nations, plus many of their smaller, newly industrialising neighbours, represent huge potential for growth, this report offers unique insight and analysis for beer brand owners, marketers and strategists and will input into your strategic planning process.

Coverage includes:

- 18 major market profiles
- Historic and forecast beer production volumes for 20 emerging markets
- Actual and forecast premium beer sales by each major region
- Brand and company 2011 market shares in over ten markets
- Insight from leading beer companies


"The Philippines, unlike Thailand, has no such objections to alcohol consumption because of its mixed and diverse range of cultural and ethnic influences, and its beer industry appears to be developing well. However, the majority of sales stem from low-cost beers, with which the market is steadily becoming saturated. This means that there is room for a premium brand to establish a presence, but any multinational seeking to do so would need to carefully define their product as being upmarket and strongly differentiated from existing brands."

"A-B InBev has recently stressed a commitment to Russia and Ukraine where it will continue to use SUN InBev to tackle Baltika’s control and a new threat from Efes. Its plans for the rest of Eastern Europe are less clear-cut since it effectively abandoned the region in 2009. A return could be on the cards if the company chooses to repurchase what is now StarBev from CVC though these assets look increasingly likely to go to either Japanese brewer Asahi or Molson Coors of the US."

"Presently, premium beers remain a very niche segment in Brazil accounting for only around 5% of the market although further growth is predicted as manufacturers gain confidence following the success of Stella Artois and Bavaria Premium, both of which were launched in 2005, and continue to introduce new brands. However, the converging market drivers could also conspire to spark increasing wine sales, directly challenging the emergence of a widespread premium beer drinking culture. Beer is more established in Brazil than in many of its South American neighbour states because of its long association with Germany as well as Portugal, tracing back to a wave of German mass immigration in the 1820s and explaining the country’s enduring taste for traditional pilsners. From this strong base, we see Brazilian beer production reaching 17.25m kl in 2016."

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Related research categories

By sector: Beer (in Beer & Cider)

By market: North America

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