1. Italy Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 136
Price: Single User License – US$9344
Product Synopsis
A detailed market research report on the Italy beer industry. Researched and published by
Canadean.
Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Italy beer industry, published by
Canadean. The report covers total market (on- and off-premise) and includes valuable insight and
analysis on beer market trends, brands, brewers, packaging, distribution channels, market
valuation and pricing.
What is the current market landscape and what is changing?
Italy has been hit hard by the economic crisis as a consequence of its large public debt.
What are the key drivers behind recent market changes?
Super premium and specialty brands are driving growth in both off- and on-premise, despite the
economic situation. The growing appeal of “made in Italy” continues to drive exports.
What makes this report unique and essential to read?
The Italy Beer Market Insight report is designed for clients needing a quality in-depth
understanding of the dynamics and structure of the Beer market. The report provides a much more
granular and detailed data set than our competitors. All data has been researched, brand
upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face
interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the
dynamics and structure of the Italy Beer industry. Data includes volumes from 2007 to 2011 plus
forecasts for 2012, enabling historical and current trend analysis.

2. This report provides readers with in-depth market segmentation: mainstream, premium, super
premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands
and reports on new product activity in 2011.
This report provides an analysis of industry structure, reports on company volumes and contains
brewer profiles of major brewers
This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends
in the key sub-channels. Packaging data includes consumption volumes by pack material, type,
size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing
data, including beer consumption by price segment/distribution channel and selected consumer
beer prices are also included.
Key Market Issues
Temperatures were well below average (especially in July) which led to a decline in consumption
of commercial beverages.
Spending in the On-Premise channel suffered a setback owing to the growing political and
economic uncertainty
Growth in nectars and energy drinks were able to off-set losses in other categories.
FABs continue to decline as a result of falling on-premise consumption
Drinking yogurt declined owing to its premium price positioning
Key Highlights
Weather improved in August which helped with consumption of beverages, which helped offset the
bad weather in July.
Flavored milk grew marginally thanks to their competitive price positioning.
Draught Beer has a faily modest share of total beer consumption.
Soymilk grew with the expansion of the consumer base, as a result of successful Marketing.
Beer culture is developing among Italian consumers.
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Major points covered in Table of Contents of this report include

3. Canadean Italy Beer Market Insights Report 2012
Executive Summary
Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table - Population Size and Growth, 1983-2014F
Table - West Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - West Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - West Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - West Europe Beverage Consumption Per Capita, Growth, 2002-2012F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update
MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2009-2011

4. Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2007-2011
Table 3.7 - Leading Retail Groups for Beer by - Number/% Share, 2010-2011
Table 3.8A - Leading Distributors/Drinks Wholesalers, 2011
Table 3.8B - Leading Beer Importers, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 2001-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011

5. Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012F
Section 4 Brewer Profiles
BREWER PROFILES
CARLSBERG ITALIA SPA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Carlsberg Italia Full Brand List, ABV%, Pack Type
Table - Carlsberg Italia Brand Volumes, 2007-2011
BIRRA CASTELLO DI UDINE SPA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Birra Castello Full Brand List, ABV%, Pack Type
Table - Birra Castello Brand Volumes, 2007-2011
FABBRICA BIRRA FORST SPA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Forst Full Brand List, ABV%, Pack Type
Table - Forst Brand Volumes, 2007-2011
HEINEKEN ITALIA SPA
Ownership/Shareholders
Company History
Strategic Information

6. Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Heineken Italia Full Brand List, ABV%, Pack Type
Table - Heineken Italia Brand Volumes, 2007-2011
INBEV ITALIA Srl
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - InBev Italia Full Brand List, ABV%, Pack Type
Table - InBev Italia Brand Volumes, 2007-2011
MENABREA SPA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Menabrea Full Brand List, ABV%, Pack Type
Table - Menabrea Brand Volumes, 2007-2011
PERONI INDUSTRIALE
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Peroni Full Brand List, ABV%, Pack Type
Table - Peroni Brand Volumes, 2007-2011
SMALLER BREWERS
Bavaria Italia Srl
Ceres Spa
Paulaner Italia
Radeberger Gruppe Italia Srl
Tarricone Spa
Warsteiner Italia Srl
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary

7. Map
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