Europeans happy to pay more for their beer
Total beer consumption in Europe rose by less than 3% in 2002
IT SEEMS that for all the discounting we see in the wine aisles, consumers in the UK and around Europe are willing to pay more for their beer.
A new report by industry analysts, Canadean, shows that whilst total beer consumption in Europe rose by less than 3% in 2002, the premium and super-premium markets both grew by more than 10%.
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The report shows that almost half the market for Beer in Europe is now accounted for by mainstream brands, another one-third by the premium names and just one sixth by discount beers.
The biggest players remain Heineken and Interbrew – the only two players enjoying more than 10% each of total sales, though the report claims that there is a threat from the likes of Carlsberg, Scottish & Newcastle and SABMiller, all of whom are pursuing aggressive expansion policies.
