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The Beer Industry
Transcript of The Beer Industry
In relation to the global sale of beer, this is the brewing and retail sale of the different product categories available internationally.
Beginning of Beer
•The first beer is credited to Neolithic times
•The first beer was produced and consumed in China more than 7000 years ago.
•Beer production in Europe is dated around the year 3000 BCE.
•Women were the original brewers of beer.
•Men took over brewing from women during the 700s CE.
Beer in the 18OOs
• The mass production and sale of beer globally was influenced by many of the inventions and innovations starting in the 1800s.
• The first big step was the bottling of beer and the ability to mass-produce glass bottles.
• This led to the invention of screw caps and pop caps that are seen today on bottles.
Commercialization of Brewing and Beer
Commercial breweries appeared in the fourteenth century
Demand grew-fifteenth century, as water was dangerous to drink.
Growth consumption cause beer regulations and laws
The first law was from Nuremberg.
This law – ‘Reinheitsgebot’ also known as the purity law required that beer be produced from only hops, barley, and pure water.
Modern Era of Beer
• In the early 1900s the invention of the can came around in the United States. The use of cans as opposed to bottles was very popular in the U.S., but not globally until later in the 20th century.
• Beer markets in the U.S., Germany, and the UK reached substantial sizes in the mid 1900s producing approximately 5-7 billion liters of beer each.
• By the 1980s beer consumption is growing rapidly in emerging markets.
• Russia is one of the largest beer consuming emerging markets followed by Brazil, India, and China
• During the 1980s and 1990s large breweries emerged
• During the early 2000s China has become one of the largest beer consuming economies.
Western and Eastern Europe
United Arab Emirates
By: Dana Bitterly, Ethan Kaplan and Nicole McQueen
German Beer 101: The Bavarian Reinheitsgebot, Part I. (2010). Examiner.com. Retrieved from http://www.examiner.com/article/german-beer-101-the-bavarian-reinheitsgebot-part-i
External environment issues or forces that are currently impacting beer industry…
7 billion-world population
Brazil, Russia, India and China - highest rate of market growth
India led in terms of growth, yearly rate of 2% between 2006 and 2010.
China forecast to remain at the top-expected to hit $82 billion in 2015.
Rising income levels in India- lead to more consumption.
Tax on imported beer, microbreweries are more cost-effective India.
Efficiency, less costs
Refrigeration and motorized transport
Laws and Regulations
Taxed as a luxury good-40%
Do you think commercials can change your attitude towards beer consumption?
Major industry trends or issues
Target marketing to woman
Target marketing to beer bellies/people trying to lose weight
According to the Worldwide Brewing Alliance there are 1,287 Global Social Responsibility Initiatives
Underage drinking and alcohol abuse
Drinking and driving
Responsible advertising and marketing
Community Outreach/CSR Campaigns
Water Conservation and Treatment
Wildlife and Habitat Conservation
Wildlife and Habitat
Current Market Value (2010): 104,978.3 million
Estimated Future Market Value (2015): 137,458.9 million
Target Region: China
Analysis of the Industry
Key Countries for the Industry
Australia (33 billion)
China (135 billion)
Japan (58 billion)
Key Companies for the Future
Who is positioned well for the future?
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“China Beer Industry Profile.” Marketline (2013): 1-37. Web. 10 June 2013.
“Craft Beer Grows Double-Digits in 2012.” Beverage Industry (2013). 8. Web. 10 June 2013.
“Delivering Sustainable Solutions Today to Protect Tomorrow’s Environment.” America’s Beer Distributors 2013: 1-8. Web. 10 June 2013.
Desiree J. "Brewer is Targeting Consumers Battling their Beer Bellies --- Anheuser-Busch Brand Offers Less Alcohol and Calories; Pitch is to People Over 50." Wall Street Journal: 1. Apr 06 1998. ProQuest. Web. 8 June 2013
Diamonon, Katrina. “Asia’s Top 1000 Brands 2011: Beer-Diversified Tastes.” Campaign Asia-Pacifi (2011):, 74. Web. 10 June 2013.
"Food and Beverage: Introduction." Food and Beverage GlobalEDGE: Your Source for Global Business Knowledge. N.p., n.d. Web. 08 June 2013.
“Giving Back to the Planet.” Beverage Industry (2012). 42-45. Web. 10 June 2013.
“Global Beer Industry Profile.” Marketline (2013): 1-37. Web. 10 June 2013.
“Initiatives.” Worldwide Brewing Alliance (2013): 1-4. Web. 10 June 2013.
“Make It Great, Make it Green.” Beverage Industry (2009). 62. Web. 10 June 2013.
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Poelmans, E. & Swinnen, J. F. M. (2011). A Brief Economic History of Beer. In Swinnen, J. F. M. The Economics of Beer. 3-28. Oxford: Oxford University Press.
Rehr, David K. "Beer Industry Representatives Take their Message to Congress." Beverage World 122.1725 (2003): 19-. ProQuest. Web. 8 June 2013.
Seb, Joseph. "Beer Brands use Premium Extensions to Attract a Strong Female Following." Marketing Week (2012): 7-. ProQuest. Web. 8 June 2013.
There are many different beer markets all over the globe. These can range from major brewers such as Anheuser-Busch and SAB Miller that have a global presence to small local independent brewers that many towns or cities have.
Direction of Growth: Developed Markets (Stable)
Increased health awareness
Direction of Growth: Emerging Markets (Increase)
Rising disposable income
Activities Aiding in Growth
Promotional advertising and marketing
Porters Five Force Analysis
Waste management: recycling
Start up costs
Marketing and supplier costs
Rise in packaging, raw materials and production costs
Supermarkets: cut price offers-39% global beer market
Mergers and Acquisitions
Drinking at home
Religious or moral