发布日期：2008年2月

摘要

Beer in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Product coverage

Dark beer; Lager by origin; Lager by price platform; Low/non-alcohol beer; Stout

Executive summary

The demographic influence of the ageing population has a strong impact on the beer sector in Germany as older people tend to drink less alcohol and the middle-aged segment of traditional beer drinkers is diminishing. Growth rates in beer can only come from younger and, increasingly, female consumers. These consumer groups turn increasingly away from the traditionally tart beer consumed by their parents and grandparents, Pilsener, which accounts for over 60% of all beer volume sold in Germany, and look for different tastes elsewhere. It is therefore not surprising that a generation that grew up with fizzy drinks and Nutella turns to sweeter and milder tastes. Malt-based beer mixes with lemonade or orange, lemon and further exotic flavours saw a staggering growth rate of 24% and will be discussed more thoroughly in the RTDs section of this report. Other beer varieties with a milder taste, such as wheat beer and Kölsch, a dark beer variety from the Rhine region, increasingly appeal to the younger and female consumers and saw growth rates between 6% and 9%.

However, a milder taste does not always work, as the producers of the so-called “gold beers” had to find out. “Gold beers” are milder varieties of the traditional Pilsener. But, apart from market leaders, “Beck’s Gold” and “Bit Sun”, all major breweries had to struggle with declining sales. The consumers apparently do not want a milder version of the traditional Pilsener, but a completely new taste through mixed ingredients or a different beer variety.

Beer mixes are especially popular in Germany as they can participate in the current health and wellness trend in Germany. Consumers are increasingly aware of the health dangers of too much drinking and opt for lower-alcohol beverages, such as beer mixes. However, non-alcoholic beverages such as alcohol-free beer are also on the rise. In Germany, the label “alcohol-free beer” is applied to beer with less than 0.5% alcohol content, so in previous years, the German “Alkoholfrei” beers were subsumed under Euromonitor International’s low-alcohol beer drinks. The notable exception was “Holsten Alkoholfrei”. This changed in 2007, when several leading manufacturers of so-called “Alkoholfreie Biere” relaunched their products with no alcohol content at all and stressed the wellness aspects of beers with natural B vitamins, magnesium and essential amino acids.

After the increased beer consumption of more than 1% in volume terms in 2006 as a result of the Football World Cup euphoria and a particularly good summer, industry sources had expected a decline of up to 3% in beer consumption in 2007. However, a warm spring and a less-than-expected impact of the VAT rate change led to only a slight reduction in beer sales volume in Germany of less than 1% to 9.3 billion litres. While the overall trend is for a lower beer consumption in Germany due to the ageing population, the health and wellness trend and different tastes of younger consumers, the year 2007 saw a smaller decline than in the earlier years of the review period. The increased consumption during the World Cup has made beer slightly more popular than in the previous years and, as the German economy recovers, German consumers feel less guilty about drinking beer as an indulgence in the evening.

There is a strong trend towards the top-end premium segment as the beer manufacturers are realising that only a strong brand identity with premium qualities will hold them in good stead against the ongoing growth of private label and economy beers such as Oettinger. All manufacturers of premium beers are currently moving their products to the top end of the market. Both Warsteiner and Veltins have relaunched their beers in a new bottle with embossed brand name and Bitburger Braugruppe has launched an advertising campaign to push its König Pilsener to the top end of the market. Increasingly, packaging is used to emphasise the high quality of the product, either through the crates themselves – the so-called “sleeving” – or the individuality of the bottle through form, embossed name and, increasingly, through the introduction of swing caps that suggests tradition and speciality (Flensburger, Krombacher, Löwenbräu, Frankenbräu).

Subsequently, the market for economy beer matured in 2007 as consumers are increasingly putting quality ahead of price. In fact, the emphasis on quality has been at an all-time high since 1997. A clear indicator of this of late was the decline in sales volume of Oettinger Brauerei, the so-called “Beer-Aldi”, which saw its various economy brands decline by about 1% in 2006.

Apart from the segment of beer mixes and non-alcoholic beer, both of which will be discussed separately later in this report, wheat beer was the most successful category in 2007, recording very healthy growth rates of 9% in volume and 12% in current value terms. It is already the most popular type of dark beer among Germans with a share of nearly 10% of all beer sales in 2007. Wheat beer sales are consolidated in the region of origin, Bavaria, but continue to grow in other German regions as more and more northern Germans enjoy the milder taste and slightly higher alcohol content compared to Pilsener. Wheat beer is especially popular with active young men and women.

German consumers are increasingly enjoying a draught beer at home as sales for the 5-litre keg and 6-litre keg as well as keg systems are booming. The reason behind this is the removal of the deposit fee for this packaging type as well as unusual distribution channels, such as DIY stores. The leader in this segment is the Warsteiner brewery, with a sales volume of 5.3 million litres. Krombacher is also particularly successful in this segment, as it recorded double-digit growth rates in 2006 and has just launched a new 5-litre keg that keeps its contents fresh over 30 days and, unlike its main competitors, does not need special equipment. Nevertheless, off-trade sales declined faster than on-trade sales in 2007 as the improved economy encouraged consumer spending in bars and restaurants. Overall, off-trade sales account for over 60% in volume sales of German beer throughout the country. However, this ratio is significantly higher in eastern Germany, as the higher unemployment rates lead to greater beer consumption in one’s own four walls rather than in bars and pubs.

One-trade sales of beer declined by almost 1% in volume terms but increased by 2% in current value terms in 2007. The on-trade accounted for nearly 39% of all beer volume sales in 2007, and thus reached a similar level as in 2002 once again. 2006 and 2007 were the only years during the review period in which the on-trade outperformed the off-trade in volume growth rates. The main reason for this development has been the economic downturn in Germany and the country’s high unemployment rate, with consumers’ desire to save money having a strong negative impact on on-trade sales of beer. More recently, the current trend for malt-based RTDs had the strongest impact on the on-trade channel as younger consumers moved away from traditional beer and moved to malt-based RTDs in trendy bars. Within the traditional beer segment, specialties like “Schwarzbier” and wheat beer saw the highest growth rates.

Whereas the dark beer variety, Alt, declined both in current value and volume terms in 2007, as in previous years, Weissbier (wheat beer) and Kölsch increased both in value and volume terms in Germany. Alt is limited in its development due to an old-fashioned image that deters young consumers and lost 4% in volume sales in 2007. Meanwhile, Weissbier is becoming more popular outside its traditional region of origin, Bavaria, and strongly benefited from the World Cup and the good summer of 2006 and the warm spring weather in 2007. Krombacher brought movement in this category with the introduction of its own branded wheat beer in March 2007, the price of which was orientated towards the lower-priced lagers. Kölsch, meanwhile, has a smooth taste and therefore benefits from the trend towards mild beers, growing by 6% in 2007. However, Alt and Kölsch between them account for less than 2% of all beer sales and are almost negligible.

Stout plays only a very minor role in the German market as it is an imported beer that is mainly drunk in the popular Irish pubs in Germany. The main brand is Guinness, which increased its sales volume from July 2005 to June 2006 by 28% to 6.8 million hl and was aiming to increase it again to 8.0 million hl by July 2007.

Production, Imports and Exports

Germany’s beer production decreased considerably between 2001 and 2006 due to the decline in domestic beer consumption. Thus, industry experts anticipate a continued fall in production figures for 2007. However, Germany remains Europe’s leading beer producer and the actual beer sales in Germany and abroad saw a volume increase of 1% to 106.8 million hl for 2006 (excluding alcohol-free beer, beer mixes and malt drinks). Overcapacities in beer production are still significant, accounting for 10% of overall beer output in 2007, according to a recent study by KPMG.

Exports to both EU countries and non-EU countries increased significantly in 2006, up 6% to 11.7 million hl and 9% to 3.1 million hl, respectively, according to the German National Office of Statistics. The main countries of export are Italy, the US and France, where the distinct taste and guaranteed quality of German beer is particularly popular. The highest growth rate for German beer was seen in the Netherlands, where export figures increased by over 30%, as Dutch consumers increasingly demanded German beer during the World Cup.

The growth of imported beer in 2006 significantly slowed down compared to the previous years, mainly because German consumers opted for national beers in the euphoria of the World Cup, which they saw as an exercise in supporting the German team in the tournament. However, both Belgian beers and Spanish beers are booming. The former mainly because of their milder taste and higher alcohol content, which makes them a speciality.

In terms of origin, imported lager showed a better development than domestic lager, both in value and volume terms. This can be attributed to the fact that imported beer is especially popular among young people, with brands such as Tuborg Pilsener, due to their mild taste, seeing good growth.

The data in this report differ slightly from apparent consumption as a different research methodology is used. Furthermore, apparent consumption does not take issues such as stocking, spoilage etc into account.

目录及图表

Table of contents

ALCOHOLIC DRINKS IN GERMANY : MARKET INSIGHT

EXECUTIVE SUMMARY

Demand for alcoholic drinks is stagnating or even slightly declining

Few products – which were in line with current trends – were able to grow

A large number of domestic and multinational companies competing for share

Distribution channels see no significant changes in Germany recently

Forecast for alcoholic drinks in Germany is not too bright either

KEY TRENDS AND DEVELOPMENTS

Consumption of alcoholic drinks is becoming less accepted in Germany

Economic recovery could further ease the German consumers’ parsimony

Premium and economy products benefit at the expense of standard brands

Specialist Retailers

Summary 1 Leading Specialist Retailers 2006

Market Merger and Acquisition Activity

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007

Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Krombacher Pils

Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Gallo Sierra Valley Zinfandel Kalifornien

Table 5 Selling Margin of a Typical Domestic Wine Brand 2007 – Müller Thurgau Baden

Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – Bacardi Rum Carta Blanca

Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Wilthener Goldkrone

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007

MARKET DATA

Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007

Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007

Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007

Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007

Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007

Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012

APPENDIX

DEFINITIONS

Sources

Summary 2 Research Sources

LOCAL COMPANY PROFILES - GERMANY

BITBURGER BRAUEREI TH SIMON GMBH - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Bitburger Brauerei Th Simon GmbH: Key Facts

Summary 4 Bitburger Brauerei Th Simon GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 5 Bitburger Brauerei Th Simon GmbH: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 6 Bitburger Brauerei Th Simon GmbH: Competitive Position 2006

BRAUEREI C & A VELTINS GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Brauerei C & A Veltins GmbH & Co KG: Key Facts

Summary 8 Brauerei C & A Veltins GmbH & Co KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 9 Brauerei C & A Veltins GmbH & Co KG: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 10 Brauerei C & A Veltins GmbH & Co KG: Competitive Position 2006

ECKES & STOCK GMBH - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Eckes & Stock GmbH: Key Facts

Summary 12 Eckes & Stock GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Eckes & Stock GmbH: Competitive Position 2006

INTERBREW DEUTSCHLAND VERTRIEBS GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Interbrew Deutschland Vertriebs GmbH & Co KG: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 15 Interbrew Deutschland Vertriebs GmbH & Co KG: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 16 Brauerei Beck GmbH & Co: Competitive Position 2006

Summary 17 Interbrew Deutschland Vertriebs GmbH & Co KG: Competitive Position 2006

KROMBACHER BRAUEREI BERNHARD SCHADEBERG GMBH & CO - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Key Facts

Summary 19 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 20 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 21 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Competitive Position 2006

MAST-JäGERMEISTER AG - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 22 Mast-Jägermeister AG: Key Facts

Summary 23 Mast-Jägermeister AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 24 Mast-Jägermeister AG: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 25 Mast-Jägermeister AG: Competitive Position 2006

OETKER-GRUPPE - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 26 Oetker-Gruppe: Key Facts

Summary 27 Radeberger Gruppe GmbH: Operational Indicators

Summary 28 Henkell & Söhnlein Sektkellereien KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 29 Radeberger Gruppe KG: Production Statistics 2006

Summary 30 Henkell & Söhnlein Sektkellereien KG: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 31 Radeberger Gruppe KG: Competitive Position 2006

Summary 32 Henkell & Söhnlein Sektkellereien KG: Competitive Position 2006

OETTINGER BRAUEREI GMBH - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 33 Oettinger Brauerei GmbH: Key Facts

Summary 34 Oettinger Brauerei GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 35 Oettinger Brauerei GmbH: Competitive Position 2006

RACKE GMBH & CO, A - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 36 Racke GmbH & Co, A: Key Facts

Summary 37 Racke GmbH & Co, A: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 38 Racke GmbH & Co, A: Competitive Position 2006

WARSTEINER BRAUEREI HAUS CRAMER GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 39 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Key Facts

Summary 40 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 41 Warsteiner Brauerei Haus Cramer KG: Competitive Position 2006

BEER IN GERMANY

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager Price band methodology

Summary 42 Lager by Price Band 2007

SECTOR DATA

Table 24 Sales of Beer by Subsector: Total Volume 2002-2007

Table 25 Sales of Beer by Subsector: Total Value 2002-2007

Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007

Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007

Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007

Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007

Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007

Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007

Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006

Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006

Table 34 Beer Exports by Country of Destination: Total Value 2001-2006

Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006

Table 36 Beer Imports by Country of Origin: Total Value 2001-2006

Table 37 Company Shares of Beer by National Brand Owner 2002-2006

Table 38 Company Shares of Beer by Global Brand Owner 2002-2006

Table 39 Brand Shares of Beer 2003-2006

Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012

Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012

Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012

Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012