Global Beer Opportunities: Beyond Standard Lager
|出版日||ページ情報||英文 42 Pages
|世界のビールの市場機会：標準的なラガービール以外の市場の追求 Global Beer Opportunities: Beyond Standard Lager|
|出版日: 2014年08月01日||ページ情報: 英文 42 Pages||
Standard beer volume sales are facing declines in developed markets, and brewers are seeking ways to reignite the growth rates they achieved before the deflationary macroeconomic situation began. There is a trend to diversify the beer market with craft beers, flavoured/mixed beers and non-alcoholic alternatives.
Finding alternatives to standard lager is at the forefront of brewers' innovation lists. This initiative is partly aimed at increasing consumer demand in declining lager markets, as well as capturing consumer attention in emerging markets.
In North American and Europe, standard lager faces declines in volume sales, and brewers are attempting to counteract this via the development of alternatives. Establishing a presence in radlers, shandies and spirit-flavoured beers is expected to help compensate for the volume sales decline in standard lager.
The cultural relevance of non-alcoholic beverages in regions such as the MEA can significantly impact volume sales of certain products. Utilising a malt-based beverage position instead of being positioned as non-alcoholic is likely to boost volume sales of non/low alcoholic beer in the region.
A way to capture demand from low-income consumers in Africa and other emerging low-income markets is by providing them with drinks they like, at prices they can afford. Commercialising local products will divert potential income from illicit and artisanal trade, and provide a long-term brand presence.
Global brewers are achieving volume sales growth in stagnant or low-growth lager markets by diversifying their products' socio-economic profile. SABMiller, for example, offers craft beers such as Blue Moon and Redd's Apple Ale in the US and sorghum beer in the form of Chibuku Shake-Shake in Zambia.
Identification of trends on a regional/provincial level can provide global brewers with points of entry or expansion in major beer markets such as the US and China. In the US this has been specially driven by the craft beer movement.