1. Germany Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 160
Price: Single User License – US$10672
Product Synopsis
A detailed market research report on the Germany 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 Germany 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?
While the total market volume decreased slightly in 2011, the value for the whole market increased
at a rate of over 1%. This is mainly a result of the increasing volumes in the on-premise channels.
As the average price per litre also increased in these channels, a significant positive development
was seen.
What are the key drivers behind recent market changes?
The off-premise channel showed a more negative development on the value side (and volume),
despite the fact that a small price increase was taking place. But as especially the higher priced
channels such as home delivery and specialist beverage retailers showed big decreases, the
value dropped significantly.
What makes this report unique and essential to read?
The Germany 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.

2. Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the
dynamics and structure of the Germany Beer industry. Data includes volumes from 2007 to 2011
plus forecasts for 2012, enabling historical and current trend analysis.
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
Beer mixes became a very important segment of the German beer market as it obtained
consumers that traditionally would not consume beer as they do not like the taste of the traditional
beer types. Due to the overall decline in beer consumption, a consolidation within this segment
took place in which only the successful innovations survived. This resulted in a volume decline of
nearly 2% in 2011.
The weather in 2011 started off very positively, with above average warm and dry spring months.
Unfortunately, this positive development did not continue throughout the year as the summer
months, mainly June and July, were extremely rainy. Damp cold weather lessened the thirst of the
Germans during these months that are usually the main volume drivers.
Looking at the off-trade it is can be seen that all channels showed a negative development,
amounting to a significant overall decrease of more than 1%.
Private Label brands performed below the category as consumers finally detached (to a certain
extent) from their traditional saving patterns.
The positive economic situation of Germany and the declining unemployment rates led to the
recovery of the hotel and restaurant industry as consumers finally increased their out of home
spending. This positive development softened the impact of the weather and the ongoing decline
of alcohol consumption. The overall result was static consumption of beer with a minor decline,
compared to 2010.

3. Key Highlights
All five leading brewers in Germany were able to record a volume increase in 2011, despite the
slight overall market contraction. Together, the five major players accounted for 45% of the entire
market in 2011.
Both imports and exports of beer showed a positive development in 2011. Imports were driven by
the positive economic climate, the consumer desire for a unique consumption experience and the
increase in drinking out. Exports, on the other hand, were driven by the strategic market
development of the brewers.
New product innovations have been seen, especially in the beer mixes and alcohol-free segments
to target new consumer groups and offer alternatives for health-conscious consumers.
2011 was the first time in several years that the on-premise market outperformed the overall
market development. With an increase of 2%, it showed a massive turn around in relation to the
former years. This was driven by the fact that German consumers had more money in their
pockets and spent more on out of home activities, hence the eating, drinking and accommodation
channel developed particularly well.
The increase of the cans is expected to continue at significant rates due to the good development
of on-premise consumption.
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Major points covered in Table of Contents of this report include
Canadean Germany 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

4. 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
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, 2008-2011
Table 3.4.2 - Outlet Universe for Beer By Turnover - Value/% Share, 2008-2011

5. Table 3.7 - Leading Retail Groups for Beer, 2011
Table 3.8A - Leading Distributors/Drinks Wholesalers
Table 3.8B - 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
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2011
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
A-BINBEV GERMANY
Ownership/Shareholders
Company History
Strategic Information

6. Company Data
Table - Breweries, Capacity, 000s HL
Table - A-BinBev Germany Full Brand List, ABV%, Pack Type
Table - A-BinBev Germany Brand Volumes, 2007-2011
AUGUSTINER BRAU WAGNER KG
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Augustiner Brau Full Brand List, ABV%, Pack Type
Table - Augustiner Brand Volumes, 2007-2011
BADISCHE STAATSBRAUEREI ROTHAUS AG
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Badische Staatsbrauerei Rothaus Full Brand List, ABV%, Pack Type
Table - Badische Staatsbrauerei Rothaus Brand Volumes, 2007-2011
BITBURGER GRUPPE
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Bitburger Gruppe Full Brand List, ABV%, Pack Type
Table - Bitburger Gruppe Brand Volumes, 2007-2011
BRAU HOLDING INTERNATIONAL GmbH and Co.KGaA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Brau Holding International Full Brand List, ABV%, Pack Type
ERDINGER WEISSBRAU
Ownership/Shareholders
Company History
Strategic Information
Company Data

7. Table - Breweries, Capacity, 000s HL
Table - Erdinger Full Brand List, ABV%, Pack Type
Table - Erdinger Brand Volumes, 2007-2011
FRANKFURTER BRAUHAUS GMBH
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Frankfurter Brauhaus Full Brand List, ABV%, Pack Type
Table - Frankfurter Brauhaus Brand Volumes, 2007-2011
KULMBACHER BRAUEREI GRUPPE AG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Kulmbacher Brauerei Gruppe Full Brand List, ABV%, Pack Type
Table - Kulmbacher Brauerei Brand Volumes, 2007-2011
PAULANER GMBH and CO KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Paulaner GmbH Full Brand List, ABV%, Pack Type
Table - Paulaner Brand Volumes, 2007-2011
KARLSBERG BRAUEREI
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Karlsberg Brauerei Full Brand List, ABV%, Pack Type
Table - Karlsberg Brand Volumes, 2007-2011
CARLSBERG DEUTSCHLAND
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Carlsberg Deutschland Full Brand List, ABV%, Pack Type

8. Table - Carlsberg Deutschland Brand Volumes, 2007-2011
KROMBACHER BRAUEREI BERNHARD SCHADEBERG GMBH and CO KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Krombacher Brauerei Full Brand List, ABV%, Pack Type
Table - Krombacher Brauerei Brand Volumes, 2007-2011
OETTINGER BRAUEREI GMBH
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Oettinger Bier Full Brand List, ABV%, Pack Type
Table - Oettinger Bier Brauhaus Brand Volumes, 2007-2011
RADEBERGER GRUPPE KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Radeberger Gruppe Full Brand List, ABV%, Pack Type
Table - Radeberger Gruppe Brand Volumes, 2007-2011
BRAUEREI C and A VELTINS GMBH and CO. KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Brauerei C and A Full Brand List, ABV%, Pack Type
Table - C and A Veltins Brand Volumes, 2007-2011
WARSTEINER GRUPPE (HAUS CRAMER)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Warsteiner Gruppe Full Brand List, ABV%, Pack Type
Table - Warsteiner Gruppe (Haus Cramer) Brand Volumes, 2007-2011
Methodology

9. Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
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