The Craft Beer Phenomenon

  • October 2013
  • -
  • Canadean Ltd
  • -
  • 58 pages

Product Synopsis

This report provides an overview of the market for “craft beer” and the drivers behind the growth in the category .

Introduction and Landscape

Why was the report written?
Despite all of the hype surrounding the success of craft beer, there is a lack of consensus as to what “craft” beer actually is.

What is the current market landscape and what is changing?
Currently “craft” beers are undergoing an unprecedented period of growth. The category has prospered during the economic downturn as consumers seek better quality products – “more bang for their buck”.

What are the key drivers behind recent market changes?
The four main drivers behind the growth of “craft” beers are quality; heritage; differentiation; and an anti-corporatist stance.

What makes this report unique and essential to read?
This report uses a wider definition of “craft beer” that encompasses speciality beers and brands produced by larger brewers and builds upon Canadean’s granular data researched by “on-the-ground” analysts.

Key Features and Benefits

This report provides readers with an excellent way of gaining an understanding of the dynamics and structure of the wider “craft beer” category worldwide. Data includes volumes from 2008 to 2012 plus provisional data for 2013.

This report uses a wider definition of “craft beer” that includes historical speciality beers as well as brands produced by larger brewers

This report provides data and analysis of the performance of brands in the wider “craft beer” category.

This report profiles the “craft beer” strategies of the five leading global brewing groups



Key Market Issues
Canadean believes that a better definition of “craft” beer would be: Premium and Super premium priced speciality beers – excluding flavored beers, super-strength lagers and Stout.

“Craft” beers are part of a much wider societal trend towards authenticity and localism and away from processed foods. This is manifested in the growth of artisan cheeses; handmade chocolates; home baking and farmers’ markets.

By definition “craft” tends to form a relatively small part of most global brewers business. However it is extremely profitable and, as the success of a brand like Blue Moon has shown, can provide much needed growth in otherwise static or declining mature markets.

Table Of Contents

Executive Summary
Defining “Craft” Beer
History of the “Craft” beer revolution
Drivers behind the growth of “Craft” beer
Major Brewers Responses
Section 2: Market Survey
Market Survey
Australia
Brazil
Mexico
Russia
Ukraine
Canada
USA
Austria
Belgium
Denmark
France
Germany
Italy
Netherlands
Spain
Sweden
Switzerland
United Kingdom
Other Markets
Section 3: Company Survey
Global Brewers and “Craft” Beer
A-BInBev
Carlsberg
Heineken
Molson Coors
SABMiller
Methodology and Product Definitions

List of Tables

Table 1: Australia “Craft” Beer Growth, 2008-2013
Table 2: Leading “Craft” Beer Brands in Australia, 2008 - 2013
Table 3: Brazil “Craft” Beer Growth, 2008-2013
Table 4: Leading “Craft” Beer Brands in Brazil, 2008 - 2013
Table 5: Mexico “Craft” Beer Growth, 2008-2013
Table 6: Leading “Craft” Beer Brands in Mexico, 2008 - 2013
Table 7: Russia “Craft” Beer Growth, 2008-2013
Table 8: Leading “Craft” Beer Brands in Russia, 2008 - 2013
Table 9: Ukraine “Craft” Beer Growth, 2008-2013
Table 10: Leading “Craft” Beer Brands in Ukraine, 2008 - 2013
Table 11: Canada “Craft” Beer Growth, 2008-2013
Table 12: Leading “Craft” Beer Brands in Canada, 2008 - 2013
Table 13: USA “Craft” Beer Growth, 2008-2013
Table 14: Leading “Craft” Beer Brands in the USA, 2008 - 2013
Table 15: Austria “Craft” Beer Growth, 2008-2013
Table 16: Leading “Craft” Beer Brands in Austria, 2008 - 2013
Table 17: Belgium “Craft” Beer Growth, 2008-2013
Table 18: Leading Craft Beer Brands in Belgium, 2008 - 2013
Table 19: Denmark “Craft” Beer Growth, 2008-2013
Table 20: Leading “Craft” Beer Brands in Denmark, 2008 - 2013
Table 21: France “Craft” Beer Growth, 2008-2013
Table 22: Leading “Craft” Beer Brands in France, 2008 - 2013
Table 23: Germany “Craft” Beer Growth, 2008-2013
Table 24: Leading “Craft” Beer Brands in Germany, 2008 - 2013
Table 25: Italy “Craft” Beer Growth, 2008-2013
Table 26: Leading “Craft” Beer Brands in Italy, 2008 - 2013
Table 27: Netherlands “Craft” Beer Growth, 2008-2013
Table 28: Leading “Craft” Beer Brands in the Netherlands, 2008 - 2013
Table 29: Spain “Craft” Beer Growth, 2008-2013
Table 30: Leading “Craft” Beer Brands in Spain, 2008 - 2013
Table 31: Sweden “Craft” Beer Growth, 2008-2013
Table 32: Leading “Craft” Beer Brands in Sweden, 2008 - 2013
Table 33: Switzerland “Craft” Beer Growth, 2008-2013
Table 34: Leading “Craft” Beer Brands in Switzerland, 2008 - 2013
Table 35: United Kingdom “Craft” Beer Growth, 2008-2013
Table 36: Leading “Craft” Beer Brands in United Kingdom, 2008 - 2013
Table 37: “Craft” Beer as a % of Total Volume, 2012
Table 38: A-BInBev - “Craft” Beer as % of Total Portfolio, 2012
Table 39: A-BInBev “Craft” Beer Brand Volumes
Table 40: Carlsberg - “Craft” Beer as % of Total Portfolio, 2012
Table 41: Carlsberg “Craft” Beer Brand Volumes
Table 42: Heineken - “Craft” Beer as % of Total Portfolio, 2012
Table 43: Heineken “Craft” Beer Brand Volumes
Table 44: Molson Coors - “Craft” Beer as % of Total Portfolio, 2012
Table 45: Molson Coors “Craft” Beer Brand Volumes
Table 46: SABMiller - “Craft” Beer as % of Total Portfolio, 2012
Table 47: SABMiller “Craft” Beer Brand Volumes

List of Figures

Figure 1: Australia Trends in Craft Beer, 2008-2013
Figure 2: Australia - Leading Craft Beer Brands, 2006-2013
Figure 3: Brazil Trends in Craft Beer, 2008-2013
Figure 4: Brazil - Leading Craft Beer Brands, 2006-2013
Figure 5: Mexico Trends in Craft Beer, 2008-2013
Figure 6: Mexico - Leading Craft Beer Brands, 2006-2013
Figure 7: Russia Trends in Craft Beer, 2008-2013
Figure 8: Russia - Leading Craft Beer Brands, 2006-2013
Figure 9: Ukraine Trends in Craft Beer, 2008-2013
Figure 10: Ukraine - Leading Craft Beer Brands, 2006-2013
Figure 11: Canada Trends in Craft Beer, 2008-2013
Figure 12: Canada - Leading Craft Beer Brands, 2006-2013
Figure 13: USA Trends in Craft Beer, 2008-2013
Figure 14: USA - Leading Craft Beer Brands, 2006-2013
Figure 15: Austria Trends in Craft Beer, 2008-2013
Figure 16: Austria - Leading Craft Beer Brands, 2006-2013
Figure 17: Belgium Trends in Craft Beer, 2008-2013
Figure 18: Belgium - Leading Craft Beer Brands, 2006-2013
Figure 19: Denmark Trends in Craft Beer, 2008-2013
Figure 20: Denmark - Leading Craft Beer Brands, 2006-2013
Figure 21: France Trends in Craft Beer, 2008-2013
Figure 22: France - Leading Craft Beer Brands, 2006-2013
Figure 23: Germany Trends in Craft Beer, 2008-2013
Figure 24: Germany - Leading Craft Beer Brands, 2006-2013
Figure 25: Italy Trends in Craft Beer, 2008-2013
Figure 26: Italy - Leading Craft Beer Brands, 2006-2013
Figure 27: Netherlands Trends in Craft Beer, 2008-2013
Figure 28: Netherlands - Leading Craft Beer Brands, 2006-2013
Figure 29: Spain Trends in Craft Beer, 2008-2013
Figure 30: Spain - Leading Craft Beer Brands, 2006-2013
Figure 31: Sweden Trends in Craft Beer, 2008-2013
Figure 32: Sweden - Leading Craft Beer Brands, 2006-2013
Figure 33: Switzerland Trends in Craft Beer, 2008-2013
Figure 34: Switzerland - Leading Craft Beer Brands, 2006-2013
Figure 35: United Kingdom Trends in Craft Beer, 2008-2013
Figure 36: United Kingdom - Leading Craft Beer Brands, 2006-2013
Figure 37: Craft Beers in A-BInBev Portfolio
Figure 38: Craft Beers in Carlsberg Portfolio .
Figure 39: Craft Beers in Heineken Portfolio
Figure 40: Craft Beers in Molson Coors Portfolio
Figure 41: Craft Beers in SABMiller Portfolio

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