The 1998 Beverage Industry Survey is thenew annual analysis of the critical factors and industry trends which affect producers,suppliers to major multiples (large chains) and distributors within the Beverage industry.

The research was conducted throughtelephone interviews which were carried out in local languages by native speaking trainedinterviewers using professionally translated questionnaires. The key decision makers werecontacted in each company participating in the survey. Three hundred quantitativeinterviews were carried out within six different countries. The results are representativeof suppliers in the beverage industry namely, primary producers (66%), suppliers to majoroutlets (12%) and wholesalers (22%).

Various worldwide sources were used toprovide the sample for interviewing and the results were gathered in conjunction withvarious agencies around the world. This report is based on interpretation of the resultsby Drinks International and the JBA Drinks Industry Group – a specialist group based atJBA international locations.

Research methodology

The survey covered the following areas:

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  • Benchmark Research conducted interviews in Europe with companies with an annual revenue of at least £20 million ($32 million) – 64% of interviews were conducted with companies with annual sales of between £20 million and £50 million.
  • Interviews were conducted by local agencies in the US using the same questionnaire and methodology, and the data was processed by Benchmark Research.
  • Throughout the report graphs were not weighted but show percentages of ranking first or second, or as annotated on the graph.

Table 1: Interviews completed

UK Spain France Germany Italy US Total
50 35 50 50 55 60 300

Table 2: Overall breakdown of suppliercategory

Primary Producers Supplier to Major Outlets Wholesaler Total
197 37 66 300

Table 3: Country breakdown of suppliercategory

Country Primary Producers Supplier to Major Outlets Wholesaler
UK 66% 32% 2%
Spain 94% 6%
France 62% 26% 12%
Germany 80% 6% 14%
Italy 100%
US 8 5% 87%

Table 4: Country breakdown by industrysector

Country Wines Spirits Brewers Soft
UK 2% 16% 38% 18% 30%
Spain 60% 26% 20% 14% 3%
France 46% 26% 6% 18% 12%
Germany 8% 22% 46% 24% 14%
Italy 56% 9% 4% 27% 5%
US 63% 55% 42% 8% 27%