Beer
is the most widely consumed alcoholic drink across the world. This
drink is generally brewed from cereal grains such as maize, rice, and
wheat. Moreover, beer is brewed with hops that adds bitterness,
stability, and flavor to the beer. Other flavoring agents such as
herbs, fruits, and gruit can also be added instead of hops.
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The
growth of this market is attributed to rise in consumer preference
for beer over other alcoholic drinks. According to the World Health
Organization (WHO), in 2016, beer accounted for around 36% of the
total alcohol consumption. This is further attributed to high
consumption of beer among young people. Therefore, major players are
focusing on launching new products to meet the rising demand. For
instance, in 2018, MillerCoors Company, introduced a new light beer
line named Two Hats, which features the pineapple and lime flavors,
targeting the young population.
However,
high excise duties and taxations on imported and local beer are key
factors restraining growth of the global beer market. For instance,
for imported beer in Switzerland, an individual subjected to customs
is liable to pay beer excise tax, which includes US$ 17.85 per
hectoliter of light beer, US$ 26.78 per hectoliter of regular beer,
and US$ 35.71 per hectoliter of strong beer. Moreover, rising health
concerns among the populace is expected to further restrain the
growth of global beer market.
Global
Beer Market Outlook:
Asia
Pacific region dominated the global beer market in 2016 and is
expected to retain its dominance over the forecast period. This is
due to the increase in expenditure and changing lifestyle of people
in this region. India and China are projected to be the growth
engines in the region. In 2017, B9 Beverages Pvt. Ltd. expanded its
beer portfolio by launching two variants namely; Bira 91 Light and
Bira 91 Strong in India. Bira 91 light, is one of the low calorie
alcoholic beverage having calorie lower than a glass of breezer,
cocktails or champagne. Bira 91 strong is a high intensity wheat beer
having 7% alcohol, as large portion of beer sold in India is strong
having more than 5% alcohol.
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