Country / Market Analysis
International marketing
Assessment item 1: Country / Market Analysis
S0218425 SEUNGHWAN MOON
30-8-2011
TABLE OF CONTENS
List of Table and Chart
Executive summary
Facts and analyze
About UK
Overall Beverage Market in UK
Beer market in UK
Market share
UK Beer consumption
Trends
Marketing examples of UK beer Companies
Recommendation
References
LIST OF TABLE & CHART
Table & Chart 1
Alcohol in the UK in 2010
Table & Chart 2
Change of Percentage of total market volume between 1980 and 2010
Table & Chart 3
UK beer sales share
Table & Chart 4
Percentages of Beer consumption by categories in UK
Table & Chart 5
Beer sales from 2005 to 2010
Table & Chart 6
Growth rate comparison between local and general beer market
Table & Chart 7
UK Market Size and Growth by Segment 2000–2005
Table & Chart 8
Overview of UK Contract Brewers by Capacity
EXECUTIVE SUMMARY
The British beer industry is a ÂŁ17 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 (fosters & 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.
Britains overall beer consumption is reduced, but mainly the younger generation