This latest edition of just-drinks' global market review of premium beer provides a world outlook on the premium beer and lager sector. Looking at the major developments over the last two years, the report goes on to profile the major premium brands, the producers and markets. Historic and forecast volume data is provided for each major market.

Chapter 1 Major developments in 2008 and 2009
The worldwide effect of the economic downturn is naturally discussed with regard to its impact on the sector. This chapter also looks at global marketing of premium beer.

Extract:

The core market demographic for the premium beer market is the 18-34 affluent, male. As a result the major brewers have, for a long time, recognised the value in aligning themselves with the main interests of this key sector – sport and music being predominant, while new technology and the rise of the internet have added further impetus to this.

The marketing of premium beer has been linked to sport for many years and the high profile sponsorship of major national (The League Cup football competition in England – sponsored by Carling) and more global events (the 2011 Rugby World Cup – sponsored by Heineken) are a natural continuation of this. In their home markets many of the main brewers will concentrate on popular local sports – a good example being Coors Light as the official beer of NASCAR motor racing in the US – and their local and regional brands can develop additional brand loyalty through this.

In more recent years music has become a highly successful vehicle for premium beer sponsorship. ‘Experiential’ marketing has become a commonplace buzzword in sponsorship circles and the proliferation in major music festivals across the world from Glastonbury in the UK, to the worldwide Global Gathering events (from Poland to South Korea) has provided a fertile marketplace for the major drinks companies who are able to work on a captive market and create future brand loyalty and recognition. In the UK, Amstel, has successfully aligned itself to the Big Chill festival to tap into a whole new demographic (ABC1’s/ young professionals).

This chapter summarises the global market volume for premium beer and draws some key conclusions regarding its recent and forecasted performance.

Chapter 2 Premium beer defined
For clarity this chapter outlines how we have defined and measured "premium beer". Brands profiled include:

Budweiser, Carlsberg (Pilsner), Stella Artois, Foster’s, Tuborg, Castle, Miller (Genuine Draft), Coors (Original/ Light), Heineken, Amstel, Carling, Michelob, Harbin, Brahma, Skol, Corona, Baltika, Holsten, VB (Victoria Bitter), Crown, Peroni Nastro Azzurro, Molson, Grolsch, Sol, Dos Equis, Super Bock, Cristal, Guinness, Asahi Super Dry/Black, Sapporo, Yebisu.

Chapter 3 The major global markets
For the purposes of this report it is simpler to quantify the world in markets with broadly similar economic characteristics and maturity. Additionally political stability as well as religious preferences or dominance have been taken into consideration. This chapter outlines the regional coverage and the key players' positions in each overall region.

Chapter 4 The premium beer market by region
This chapter provides regional overviews with overall beer sales volume and per-head consumption from 1997 to 2015. It also drills down through the regions and analyse's specific country markets. Each major market is analysed in detail and key opportunities for premium beer growth are discussed at length.

Chapter 5 The producers
Here, the largest premium beer producers are profiled including AB-InBev, Carlsberg, Foster’s, SAB Miller, Heineken, Molson Coors, FEMSA, Unicer, Diageo, Asahi, and Sapporo. Areas covered: profile, global marketing strategies, key global brands.

Chapter 6 Other Beer debates
Global issues are discussed including beer and globalisation, and beer, politics and health, with mention of forthcoming Scottish (UK) legislation.

Chapter 7 Conclusions
Declines in mature markets such as Northern Europe and Australasia are balanced by the growth in developing economies, particularly in China and India. The simple fact is that beer remains one of the most popular alcoholic drinks in the world and there is still a relatively static mature and significant potential future marketplace for both standard and, more importantly, premium products.

Chapter 1 Major developments in 2008 and 2009
Worldwide effect of the economic downturn
Global marketing – music, sport, product innovation, responsible drinking and the internet
Global market overview

Chapter 2 Premium beer defined
The category by core brands
Budweiser
Carlsberg (Pilsner)
Stella Artois
Foster’s
Tuborg
Castle
Miller (Genuine Draft)
Coors (Original/Light)
Heineken
Amstel
Carling
Michelob
Harbin
Brahma
Skol
Corona
Baltika
Holsten
VB (Victoria Bitter)
Crown
Peroni Nastro Azzurro
Molson
Grolsch
Sol
Dos Equis
Super Bock
Cristal
Guinness
Asahi Super Dry/Black
Sapporo
Yebisu

Chapter 3 The major global markets
Europe
Africa
North America
Latin America
Continental Asia
Oceania

Chapter 4 The premium beer market by region
Africa
Overview
Key markets
The Americas
North America
Overview
Key markets
Latin (Central/South) America
Overview
Key markets
Continental Asia
Overview
Key markets
Oceania
Overview
Key markets
Europe
Overview
Key markets
Northern/Western Europe
Southern Europe
Eastern Europe

Chapter 5 The producers
A-B InBev
Company profile
Global marketing strategies
Key global brands
Carlsberg
Company profile
Global marketing strategies
Key global brands
Foster’s
Company profile
Global marketing strategies
Key global brands
SAB Miller
Company profile
Global marketing strategies
Key global brands
Heineken
Company profile
Global marketing strategies
Key global brands
Molson Coors
Company profile
Global marketing strategies
Key global brands
FEMSA
Company profile
Key global brands
Unicer
Company profile
Key global brands
Diageo
Company profile
Key global brands
Asahi
Company profile
Key global brands
Sapporo
Company profile
Key global brands

Chapter 6 Other beer debates
Beer and globalisation
Beer, politics and health
Case study – Scottish (UK) legislation

Chapter 7 Conclusions

List of tables
Table 1: Total global beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 2: Africa total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 3: The Americas total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 4: North America total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 5: Central Americas total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 6: Latin America total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 7: Asia total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 8: Oceania and developed Asia total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 9: Europe total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 10: Northern/Western Europe total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 11: Southern Europe total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)
Table 12: Eastern Europe total beer (premium and standard variants) sales volume, 1997-2015 (BBL and pints per head)