1. BEER MARKET IN GERMANY

2. SITUATION OVERVIEW (2008-2013) DEMANDSUPPLY

3. CURRENT DEMAND 2008- 2014 DETERMINANTS Seasonal Change Oktoberfest (+) Demographic Change Aging Population (-) Tastes and Preferences Wine & Exotic Spirits Substitute Good Wine (+)  Beer (-)

4. CURRENT SUPPLY 2008-2014 DETERMINANTS Microbreweries. (1390) Perfect competition (Low market influence) Customer Sovereignty

5. 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

6. BIBLIOGRAPHY Beer and Statistics." Significance 3.3 (2006): 126-29. Brewers of Europe. Web. "Microbreweries Shake up Europe’s Beer Market." Financial Times. Financial Times, 28 Nov. 2014. Web. 2 Oct. 2015. "Small Beer." The Economist. The Economist, 26 July 2001. Web. 2 Oct. 2015. "Oktobergloom." The Economist. The Economist, 7 Oct. 2010. Web. 2 Oct. 2015. "German Beer Sales Rise." WSJ. Wall Street Journal, 30 Jan. 2015. Web. 05 Oct. 2015. Copy & paste citation