1. Austria Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 101
Price: Single User License – US$6672
Product Synopsis
A detailed market research report on the Austria beer industry. Researched and published by
Canadean.
Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Austrian beer industry, published
by Canadean. The report covers total market (on- and off-premise) and includes valuable insight
and analysis on beer market trends, brands, brewers, packaging, distribution channels, market
valuation and pricing.
What is the current market landscape and what is changing?
A stable economy and low unemployment favoured the beer market but inflation is high, driven by
transport, energy and the general increase in the cost of living.
What are the key drivers behind recent market changes?
Much of the gain in beer volume was from the radler segment. In Q2-2011 beer consumption rose
by 4% compared to the same period in the previous year. It is no coincidence that March/April was
also the active period for radler relaunches and new introductions.
What makes this report unique and essential to read?
The Austria Beer Market Insight report is designed for clients needing a quality in-depth
understanding of the dynamics and structure of the Beer market. The report provides a much more
granular and detailed data set than our competitors. All data has been researched, brand
upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face
interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the
dynamics and structure of the Austria Beer industry. Data includes volumes from 2007 to 2011
plus forecasts for 2012, enabling historical and current trend analysis.

2. This report provides readers with in-depth market segmentation: mainstream, premium, super
premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands
and reports on new product activity in 2011.
This report provides an analysis of industry structure, reports on company volumes and contains
brewer profiles of major brewers
This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends
in the key sub-channels. Packaging data includes consumption volumes by pack material, type,
size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing
data, including beer consumption by price segment/distribution channel and selected consumer
beer prices are also included.
Key Market Issues
Production grew at a slightly higher rate to domestic production and was almost back to 2008
levels, indicating a strengthening export trade.
Brewers engaged in a series of pricing activities in 2011 both to maintain share and to encourage
consumption. Mainstream retailers and discounters alike have encouraged such promotional
activity causing something of a high street price battle with as much as 40% of all beer volumes
sold through retail reported to be on promotion.
Despite employing price promotions several brewers also raised their list prices. One of the
leading brewers argued that it is being challenged by rising production costs. Other breweries are
expected to follow.
Austria has a rich beer tradition and supports around 170 breweries (including numerous beer
restaurants producing their own beer and other micro businesses) providing around 1,000 different
beers. There were four brewery closures last year (beer restaurants) and two (micro brewery)
openings but no move towards consolidation in the form of mergers or takeovers.
Supported by generous price promotions off-premise sales grew ahead of the 2% overall market
gain last year but the shift away from Horeca remains gradual.
Key Highlights
A lot of attention is currently being paid to the radler segment with a number of existing offerings
being relaunched and new products being introduced, primarily with more natural ingredients
(sugar as opposed to artificial sweeteners and natural flavors). The extra volume that was added
to sales came from new consumers (young, female or drivers) rather than from existing
consumers drinking more.

3. Imports rose by a staggering 10%. Germany remained the top source of supply but volumes
contracted for a second year, which may have something to do with the rise in popularity of
domestic radlers.
Lager/Marzen beer remained in pole position and was one of the segments to actually see volume
growth, albeit on a minor scale. It will take a strong departure from current drinking practices to
usurp the number one spot from maezen/lager.
Wheat beers are coming very much into vogue. Premiumisation is a key trend in the Austrian beer
market and this supported wheat beers.
High industry concentration remains in place with three national brewers controlling the bulk of
production and domestic sales.
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Major points covered in Table of Contents of this report include
Canadean Austria Beer Market Insights Report 2012
Executive Summary
Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table - Population Size and Growth, 1983-2014F
Table - West Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - West Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - West Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - West Europe Beverage Consumption Per Capita, Growth, 2002-2012F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength

4. Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update
MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2007-2011
Table 3.4.2 - Outlet Universe for Beer by Turnover, Value/% Share, 2007-2011
Table 3.5.1 - Leading Retail Groups for Beer - Number/% Share, 2007-2011
Table 3.5.2 - Leading Retail Groups for Beer - Turnover/% Share, 2007-2011
Table 3.7.3 - Leading private Labels for Beer, 2011
Table 3.8.1 - Leading Beer Distributors/Wholesalers, 2011
Table 3.8.2 - Leading Beer Importers, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012

5. Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2012F
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012F
Section 4 Brewer Profiles
BREWER PROFILES
BRAU UNION
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Brau Union Full Brand List, ABV%, Pack Type
Chart - Brau Union Brand Volumes, 2007-2011
EGGENBERG

6. Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Brauerei Schloss Full Brand List, ABV%, Pack Type
Chart - Eggenberg Brand Volumes, 2007-2011
FOHRENBURG BRAUEREI
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Brauerei Fohrenburg Full Brand List, ABV%, Pack Type
Chart - Brauerei Fohrenburg Brand Volumes, 2007-2011
FRITZ EGGER
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Privatbrauerei Fritz Egger Full Brand List, ABV%, Pack Type
Chart - Fritz Egger Brand Volumes, 2007-2011
BRAUEREI HIRT
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Brauerei Hirt Full Brand List, ABV%, Pack Type
Chart - Brauerei Hirt Brand Volumes, 2007-2011
KÄRTNER BRAUEREI
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Vereinigte Kartner Brauereien Full Brand List, ABV%, Pack Type
Chart - Kartner Brand Volumes, 2007-2011
MOHRENBRAUEREI
Ownership/Shareholders
Company History

7. Stategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Mohrenbrauerei August Huber Full Brand List, ABV%, Pack Type
Chart - Mohrenbrauerei Brand Volumes, 2007-2011
OBERMUTALER BRAUEREI GENOSSENSCHAFT
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Obermutaler Brauerei Genossenschaft Full Brand List, ABV%, Pack Type
OTTAKRINGER
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Ottakringer Brauerei Full Brand List, ABV%, Pack Type
Chart - Ottakringer Brand Volumes, 2007-2011
Chart - Kolarik and Leeb Brand Volumes, 2008-2011
STIEGLBRAUEREI
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Stieglbrauerei Zu Salzburg Full Brand List, ABV%, Pack Type
Chart - Stieglbrauerei Brand Volumes, 2007-2011
ZWETTL
Ownership/Shareholders
Company History
Strategic Information
Company Data
Chart - Breweries, Capacity 000s HL
Chart - Brauerei Zwettl Full Brand List, ABV%, Pack Type
Chart - Zwettl Brand Volumes, 2007-2011
SMALLER BREWERS/IMPORTERS MINI PROFILES
Brauerei Joseph Baumgartner AG (Brands, Volume (000s HL) 2011, Comment)
Methodology
Beer Attributes Definitions
Product Definitions

8. Packaging Definitions
Glossary
MapTable - Population Size and Growth, 1983-2014F
Table - West Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - West Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - West Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - West Europe Beverage Consumption Per Capita, Growth, 2002-2012F
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2007-2011
Table 3.4.2 - Outlet Universe for Beer by Turnover, Value/% Share, 2007-2011
Table 3.5.1 - Leading Retail Groups for Beer - Number/% Share, 2007-2011
Table 3.5.2 - Leading Retail Groups for Beer - Turnover/% Share, 2007-2011
Table 3.7.3 - Leading private Labels for Beer, 2011
Table 3.8.1 - Leading Beer Distributors/Wholesalers, 2011
Table 3.8.2 - Leading Beer Importers, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2012F
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F

9. Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012FChart - Leading Brewers/Importer, 2011
Chart - Consumption by Pack Material/Type, 2011
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
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