Summary
" B e e r s a l e s w e r e e x p e r i e n c e d v e r y s l i g h t g r o w t h i n 2 0 1 4 , m a i n l y t h a n k s t o s t o c k i n g o f p r o d u c t s i n D e c e m b e r 2 0 1 4 i n a d v a n c e o f l i s t p r i c e i n c r e a s e s a n d f u r t h e r e x c i s e d u t y i n c r e a s e s w i t h e f f e c t f r o m 1 J a n u a r y 2 0 1 5
" H e i n e k e n I t a l i a r e m a i n s t h e l e a d i n g b r e w e r i n I t a l y
" B e e r m i x e s w e r e t h e s u c c e s s s t o r y o f 2 0 1 4 , h e l p i n g t o e x p a n d t h e c o n s u m e r b a s e f o r b e e r
" T h e t r e n d t o w a r d s h i g h e r q u a l i t y s p e c i a l t y a n d c r a f t b e e r i s c o n t i n u i n g , p a r t i c u l a r l y i n t h e n o r t h o f I t a l y
" T h e I t a l i a n m a r k e t r e m a i n s d o m i n a t e d b y p a l e l a g e r - s t y l e b e e r s
Synopsis
Beer sales grew marginally in 2014 predominantly because of additional purchases made in December ahead of planned price and exercise duty increases with effect from 1 January 2015. Aside from these purchases however, consumption was down in response to a poor summer. Beer mixes were the success story of 2014, driven by the launch of three further beer mix products, helping to expand the consumer base for beer.
Reason to buy
" G a i n a n i n - d e p t h u n d e r s t a n d i n g o f t h e d y n a m i c s a n d s t r u c t u r e o f t h e I t a l y b e e r i n d u s t r y , f r o m t h e l a t e s t c o m p e t i t i v e i n t e l l i g e n c e o f b o t h h i s t o r i c a l a n d f o r e c a s t t r e n d s t o e n h a n c e y o u r c o r p o r a t e s t r a t e g i c p l a n n i n g
" E v a l u a t e t h e c u r r e n t e m e r g i n g t r e n d s a n d f u t u r e g r o w t h o p p o r t u n i t i e s i n t h e I t a l y b e e r m a r k e t t o s u p p o r t y o u r b r a n d d e v e l o p m e n t a n d m a r k e t i n g i n i t i a t i v e s
" U n d e r s t a n d v o l u m e v s v a l u e t r e n d s a n d i d e n t i f y t h e k e y g r o w t h o p p o r t u n i t i e s a c r o s s t h e s u p e r - p r e m i u m , p r e m i u m , m a i n s t r e a m a n d d i s c o u n t s e g m e n t s t o b e s t t a r g e t p r o f i t a b i l i t y
" A n a l y s e d o m e s t i c a n d i m p o r t e d b e e r b r a n d p e r f o r m a n c e a n d d e t e r m i n e t h e k e y t r e n d s d r i v i n g c o n s u m p t i o n p r e f e r e n c e t o d e v e l o p a c o m p e t i t i v e a d v a n t a g e
" I n t e r r o g a t e t h e u n i q u e g r a n u l a r i t y o f o u r d a t a t o a n a l y s e t h e m a r k e t o n a v a r i e t y o f l e v e l s t o m a k e w e l l - i n f o r m e d d e c i s i o n s o n f u t u r e t h r e a t s a n d g r o w t h p r o s p e c t s i n t h e m a r k e t p l a c e f o r y o u r c o m p a n y
" U s e o u r n e w p o w e r p o i n t a d d - o n t o q u i c k l y a b s o r b a s u c c i n c t s u m m a r y o f t h e k e y t r e n d s i n t h e I t a l y b e e r m a r k e t
" V i e w a s e l e c t i o n o f t h e k e y 2 0 1 4 p r o d u c t l a u n c h e s a n d i d e n t i f y c o m p e t i t o r a c t i v i t y a n d p r o d u c t i n n o v a t i o n a n d d i f f e r e n t i a t i o n p r o s p e c t s
1 Data Revisions Summary
2 Executive Summary
3 Market Context
3.1 Market Context
3.2 Market Parameters Tables
3.3 Legislation and Taxation Tables
4 Market Background Briefing
5 Market Update
5.1 Market Commentary
5.2 New Products and Photo Shots
5.3 Packaging Trends
5.4 Beer Pricing Tables
5.5 Beer Data Tables
6 Brewer Profiles
7 Appendix
7.1 Disclaimer
7.2 Methodology & Product Definitions
7.3 Map
