The Global Beer Market
Continues to Surprise
Around 44 percent of the visitors to the last drinktec came from the brewing business. Which shows that drinktec 2017, the "World´s Leading Trade Fair for the Beverage and Liquid Food Industry", is continuing to be the most important international trade fair for the brewing sector. Between September 11 and 15, 2017, all those involved in the production of beer will be coming together at the Messe München exhibition center: brewers span and small, local and regional producers, craft brewers, micro-brewers and amateur brewers. And here they will find all they need to produce excellent beer.
Currently the global thirst for beer is lessening. For the first time brewers worldwide saw the market fall in two successive years-in 2014 by 0.5 percent and in 2015 by 1.5 percent. The main reasons for this are thought to be the difficult general economic conditions and increasing political unrest. And: The world beer market is now strongly consolidated. According to Statista, the five spangest brewing groups accounted for just over half of all beer sales, a market that stands at 1.93 billion hectoliters. It will become even more important for each individual brewery to be able to produce efficiently and flexibly. For that, they need the right technology, energy-saving brewing processes, plus continuous investment in the business, in line with the motto "A brewery that stops building, will soon stop brewing."
drinktec: Solutions for brewers span and small
For the brewing sector drinktec 2017 is offering everything that is needed for producing and marketing beer. Tailor-made solutions can be found here for both amateur brewers and craft brewers, as well as family-owned firms and large-scale breweries. Overall around 80 percent of the drinktec exhibitors are offering solutions and technology for the brewing world. The exhibitors will be showcasing product-specific process technology for beer from the brewhouse via filtration through to the necessary analytical equipment in Hall B2. Raw materials from malthouses and from hop suppliers are presented in Hall B1 and restaurant and catering supplies as well as dispensing systems are on show in Hall A1. There is a new section called Home & Craft in Hall C1, where small-scale and amateur brewers can find the right equipment. drinktec is thus reacting to a trend that is gaining ground in Germany. There are now an estimated 17,000 amateur brewers in Germany, and the borderline between production for home consumption and commercial activity is not a clear one. The adjacent display called drinktec@SIMEI in Halls C1 and C2, where machinery, technology and equipment for wine production and processing is on show, will also be of interest to craft brewers who occasionally like to fill their special beers in fine, large wine bottles or who think more in terms of overall numbers than hectoliters.
Craft beer-a success story
Of course in the brewing industry not everything is measured in terms of size. Small and medium-sized breweries are generally well placed to find their niche and to fill it. The ever stronger craft beer wave is advancing across almost all continents. In Europe, Asia and Australia lots of small breweries are starting up. In the US, the "mother land" of the craft brewing movement, the market in craft brewing increased by almost 13 percent (in sales) and 16 percent (in revenue) in 2015, according to the Brewers Association, this against the background of an overall market that was stagnating. These small breweries now account for over 12 percent of the second-largest beer market worldwide. What an amazing success story! Thanks to craft beer, new dynamism is being injected into hop markets worldwide, which have suffered years of standstill. Years ago US-American hop farmers had started to grow new varieties of hop, and craft brewers experimented with different taste nuances. Now other regions are following suit. For example, the Hallertau region in Bavaria is producing new German varieties with highly aromatic nuances.
Turbulent Asia-Pacific region
In the Asia-Pacific Region the market for beer has been very turbulent in recent years. Slightly lower growth, high competitive pressure and the increasing presence of foreign breweries on the one hand, and the increased popularity of craft beer breweries, higher spending power and generally consumption-oriented consumer behavior on the other will continue to influence the market in future: AsiaBriefing is expecting that the beer market in Asia-Pacific in 2020 will reach a volume of 220 billion US dollars, an immense figure. The Chinese beer market has been the spangest in the world since 2002 in terms of production and overall consumption. China has for many years been a very fragmented, heterogeneous market. The golden years with sometimes double-digit growth rates seem for now to be over, following a noticeable tailing off in 2014 and 2015. However: "It´s too early for a swan song," says Meik Forell from corporate consultants Forell&Tebroke in an analysis of the Chinese beer market.
Images: R. Eberhard, messekompakt.com, EBERHARD print & medien agentur gmbh
Source: Messe München