Overview

• • Figure 1: Beer, global market performance
  • Figure 1: Beer, fastest/slowest growing markets by value, past five years
• • Figure 1: Beer, new product launches*, top five countries, 2016

The Big Stories

• A glass half full*
  • Figure 1: Market size and forecast for volume sales of key global beer markets, 2011-16
• • Figure 1: Share of all beer innovation which is either sweet or fruit-flavoured, by region, 2012-16
• Beer becomes the new wine
  • Figure 1: Top factors influencing beer purchase, total beer drinkers vs craft beer drinkers, US, July 2015
• • Figure 1: Share of all beer innovation which was ale, stout or porter, by region, 2012-16
• • Figure 1: Share of all beer innovation which is in the IPA or pale ale style, global, 2012-16
• Cider continues to challenge beer
  • Figure 1: Cider’s share of all beer and cider launches, globally, 2012-16
• • Figure 1: Preference for sweeter flavours, by age, major European countries, Q3 2016
• • Figure 1: Top 5 factors that would most appeal cider drinkers, UK, 2016
  • Figure 1: Share of cider launches which were craft-positioned*, global, 2012-16

Notable Products

• The evolution of premium cues
• The evolution of premium cues
• Brands push the flavour boundaries
• Brands push the flavour boundaries
• Positioning beer as more natural
• Positioning beer as more natural

Looking to the Future

• From “true craft” to “mass craft”
  • Figure 1: Share of total beer launches with a craftpositioning*,global, 2012-16
• • Figure 1: Share of total beer launches with a craft-positioning*, by region, 2012-16
• • Figure 1: Key differences in perceptions of “craft-style” vs. “true craft”, US, July 2015
• More moderation — but not mildness
  • Figure 1: Share of all beer launches with an ABV or lower than 3.5%, by region, 2014-16
• • Figure 1: Selected attitudes to non-alcoholic beer, Germany, 2015
• • Figure 1: Share of new lower ABV beer launches
• Beer goes botanical
  • Figure 1: % of beer releases which are made with herbs, flowers or spices, globally, January 2011 – June 2016

The Analyst’s View