Beer volume growth remains flat in developed markets, with Heineken an exception to this general trend. The company’s two-pronged approach – premiumisation and Latin-inspired beers -helped appeal to the younger market and therefore gain sales. In fact, the premium offers of major companies helped counteract the impact from declining markets. Both Carlsberg and AB Inbev outperformed the market in China, a country which suffered noticeably this past year with a 6 percent decline.

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