Beer Market - Global Annual Review - 2016
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This global annual market overview will provide you with an in-depth review of the key issues in the global beer market through 2015 as well as our forecast for what will happen in 2016 and beyond.
Overall, 2015 was a challenging year for major brewers ― and a year in which they sought to re-assert control. The global beer market is undergoing a radical shift as craft beer continues to disrupt the category.
Challenging economic conditions in Russia, China, and Brazil – all key markets - also meant that beer volume sales were affected.
Craft beer continues to increase its global reach, US craft producers are having a huge influence on the development of this segment overseas, such as the rise of the IPA, but individual countries are also making their own mark on craft beer innovation. For example, Italian craft beer producers have incorporated wine techniques into their brewing.
The big story of the year was the merger of AB InBev and SABMiller ― the world’s two largest brewers. If the deal gets through regulators during 2016, it will mean that one brewer accounts for almost a third of all beers sold. This is likely to stimulate further merger and acquisitions as global competitors both seek to play catch-up and compete for brands and businesses that the new global mega-brewer is being forced to offload.
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