BEER MARKET IN GERMANY. SITUATION OVERVIEW (2008-2013) DEMANDSUPPLY.

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Presentation transcript:

BEER MARKET IN GERMANY

SITUATION OVERVIEW ( ) DEMANDSUPPLY

CURRENT DEMAND DETERMINANTS Seasonal Change Oktoberfest (+) Demographic Change Aging Population (-) Tastes and Preferences Wine & Exotic Spirits Substitute Good Wine (+)  Beer (-)

CURRENT SUPPLY DETERMINANTS Microbreweries. (1390) Perfect competition (Low market influence) Customer Sovereignty

Seasonal Change (Oktoberfest 1% Growth) Demographic Change (- )( Aging population) Tastes and Preferences Wine seen more upper class, higher demand in wealthy circles vs. Beer PREDICTION FOR DEMAND

BIBLIOGRAPHY Beer and Statistics." Significance 3.3 (2006): Brewers of Europe. Web. "Microbreweries Shake up Europe’s Beer Market." Financial Times. Financial Times, 28 Nov Web. 2 Oct "Small Beer." The Economist. The Economist, 26 July Web. 2 Oct "Oktobergloom." The Economist. The Economist, 7 Oct Web. 2 Oct "German Beer Sales Rise." WSJ. Wall Street Journal, 30 Jan Web. 05 Oct Copy & paste citation