Country / Market Analysis

International marketing

Assessment item 1: Country / Market Analysis

S0218425 SEUNGHWAN MOON

30-8-2011

W

TABLE OF CONTENS

List of Table and Chart 2

Executive summary 3

Facts and analyze 3

About UK 3

Overall Beverage Market in UK 4

Beer market in UK 4

Market share 7

UK Beer consumption 7

Trends 10

Marketing examples of UK beer Companies 12

Recommendation 14

References 15

LIST OF TABLE & CHART

Table & Chart 1 Alcohol in the UK in 2010 4

Table & Chart 2 Change of Percentage of total market volume between 1980 and 2010 5

Table & Chart 3 UK beer sales share 7

Table & Chart 4 Percentages of Beer consumption by categories in UK 7-8

Table & Chart 5 Beer sales from 2005 to 2010 9

Table & Chart 6 Growth rate comparison between local and general beer market 11

Table & Chart 7 UK Market Size and Growth by Segment 2000–2005 11

Table & Chart 8 Overview of UK Contract Brewers by Capacity 12

EXECUTIVE SUMMARY

The British beer industry is a £17 billion market which is dominated by mass produced lagers, ales and stouts. Although there are hundreds of regional beers, mainstream brand ownership within the industry is highly concentrated with 85% of volume shared between 3 companies (foster's & Carling Carlsberg). Despite the size of the industry, change is afoot. For years, beer has been losing share to other alcoholic beverages, principally wine. Even within the beer segment, consumption patterns are moving from session drinking of standard lagers to more moderate consumption of increasingly premium beer styles.

Britain's overall beer consumption is reduced, but mainly the younger generation