In a recent issue of 'het Brouwersblad', the publication of the Belgian Brewers Association, we find forecasts about the growth of the beer market around the world. The data is based on a study done by the research organization Canadian Limited. Here follows some interesting information
In the next five years the worldwide consumption of beer will grow with 190 million hectoliters per year, that's about 6,000 million gallons! Asia accounts for 60 % of this growth, and North and South America for 30 %. The study concludes that the beer consumption in 2001 will be greater in China than in the USA, greater in Brazil than in Germany, greater in Poland than in Canada, for instance. China alone will account for 46 % of total world growth. The forecast for Central and South America is a growth rate of about 5 % per year for the next 5 years. The star performer is Brazil with a growth of 750 million gallons!

The major international brewers have invested and are still investing very heavily in those new markets: China and the smaller South East nations, South America and in a lesser degree the Eastern European countries. There is still serious doubt about the profitability of these investments, especially in China. In all these new markets it is the simple and cheap pilsner style beer, that introduces the consumers to the blessings of beer, the 'liquid bread'. Interbrew, as the largest Belgian brewer, the number 6 in the world, is actively engaged in those emerging markets through participation in local breweries. And the smaller Belgian brewers of specialty beers are keeping an eye on these markets, and succeeded already to export to the high end and trend setting consumers over there.

In a comparison of the largest brewers we see that they all sell almost their entire production in their home country. Heineken and Guinness are the 2 exceptions. Interbrew brews most of its products abroad, out of Belgium, since they bought the Labatt breweries and since their involvement in China. Anheuser-Busch and Miller export only about 5 % of their production.

(Newsletter February 1998)