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The Craft Beer Phenomenon

Published By :

Canadean

Published Date : Oct 2013

Category :

Beer

No. of Pages : 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 Content

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 Table


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 Chart


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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