Beer brewing is a process impacted by a combination of endogenous variables, such as market maturity and changing consumer preferences, as well as exogenous factors such as the economic climate, consumer confidence, spending power and demographic shifts. Euromonitor International’s latest report, ‘Growth Opportunities for Beer Suppliers’, provides an overview of global beer production, while focusing on both how it influences – and is influenced by – general market performance in the context of an increasingly volatile world. This report takes a closer at when it is most appropriate to produce beer locally or brew abroad, while at the same time focusing on a case study of the Chinese market. Spiros Malandrakis, alcoholic drinks analyst at Euromonitor International, investigates.
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