Beer - Europe - August 2010
Across Europe, beer volumes have, in general, experienced a decline in the past year. Depressed consumer spending has been an influential factor, exacerbated by the fact that the beer market has been undergoing change. Healthier lifestyles, a widespread smoking ban and strong attacks on the binge drinking culture have led to changes in consumer drinking habits.
The trend towards premiumisation has slowed down but there are still signs that consumers are moving towards craft beer which has entered the main distribution channels. Manufacturers are attempting to expand the consumer base by launching products with low calories and reduced alcohol content to attract health conscious consumers, and beer mixes with milder flavours in order to appeal to women.
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