The European beer market – Focus

Last week, Heineken delivered one of its What’s Brewing seminars, a series of presentations by regional presidents for industry analysts. The latest covered Europe, and Heineken’s head of the region, Stefan Orlowski, spoke about the importance of premium growth on the continent as well as the continued growth in low- and no-alcohol products. Here, just-drinks presents some of Orlowski’s key findings on the European beer market.

• According to Heineken, Europe is an attractive beer and cider market showing growth, especially in the premium category. It has 20% of global beer volumes with an average consumption rate in 2015 of 67 litres. Only North America has a higher consumption rate, of 71 litres.

• GDP per capita is expected to accelerate in the next five years despite stable population growth.

• Beer volume and per capita consumption have declined but are now expected to stabilise.

• The overall beer market is not expected to grow but both premium beer and cider will find “pockets of growth”, Heineken said.

• Current volume performance varies by market.

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