Presentation of EU priorities to the European Beer Consumers Union (EBCU) ; Presenter: Jan Lichota;

1. Plenary meeting of the
European Beer Consumers Union
Leuven
26 April 2013
1
Jan Lichota
The Brewers of Europe

2. The Brewers of Europe: Fast Facts
 Founded in 1958 to be voice of European
brewing sector
 Seat in Brussels
 28 National Brewers’ Associations
 Thousands of SMEs and 4 multinationals
 25% of global beer production
 Our role: Share best practises and be
informed, heard, understood and supported
by EU decision makers
2The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

3. 3
The Brewers of Europe Agility Strategy
Mission:
Equip Europe’s brewers with the tools to
freely, cost-effectively and responsibly
brew and market beer
Vision:
Teamed up to shape
a Beer-friendly, smart and prosperous EU
business environment
The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

4. Activities 2013
Studies and reports
• Beer pledge interim report: Spring 2013
• On trade study: Summer 2013
• Economic Contribution of Beer in Europe: Autumn 2013
• EESC opinion: October 2013
Events
• Non-major brewers seminar: April 2013
• EBC Congress : May 2013
• Beer Serves Europe: 4 December 2013
Other
• New partnerships, e.g. SMART
• New website: December 2013
4The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

5. EESC : opinion on the brewing sector
5
Own-Initiative Opinion on: Incentivising the growth
potential of the European beer industry (CCMI/114):
• Focus on economic status of the brewing sector
• Crucial opportunity to state the importance of the
brewers in Europe.
• First study group meeting: June 2013
• Foreseen adoption at October 2013 Plenary
• Messages towards other EU institutions
The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

6. Fiscal Policies in the EU
6The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven
2012/2013 fiscal changes at national level
(selection)
 Netherlands (+10%), Turkey (+20%), France (+160%)
 United Kingdom (-6%) > 03 2013
 Denmark (-15%) > 07 2013
2012/2013 fiscal developments at EU level
Consultation on reduced VAT rates until 4 January 2013
Legislative proposal on reduced VAT rates foreseen for
2nd half 2013

7. Excise duties for beer in Europe : 2012 / 2013
7
Excise duties in Euro per hl at 4.8 abv/ 12 Plato
143,52
108,94
86,99
75,41
52,80
41,02
32,64
31,20
28,20
27,36
26,65
24,96
24,00
21,34
20,53
18,43
18,00
17,22
15,44
14,75
13,20
11,82
9,96
9,52
9,44
9,20
8,98
6,0
0,00 100,00 200,00
Finland
United Kingdom
Sweden
Ireland
Slovenia
Denmark
Netherlands
Greece
Italy
Estonia
Croatia
Hungary
Austria
Poland
Belgium
Portugal
Malta
Slovakia
Czech Republic
Latvia
France 2012
Lithuania
Spain
Luxembourg
Germany
Bulgaria
Romania
Cyprus
End 2012
143,52
102,30
95,87
91,82
52,80
42,44
35,90
34,56
31,20
28,80
28,20
25,71
25,24
24,00
22,34
20,53
18,67
18,00
17,22
14,92
14,84
11,82
9,96
9,87
9,52
9,44
9,20
6,00
0,00 100,00 200,00
Finland
United Kingdom
Sweden
Ireland
Slovenia
Denmark
Netherlands
France
Greece
Estonia
Italy
Hungary
Croatia
Austria
Poland
Belgium
Portugal
Malta
Slovakia
Latvia
Czech Republic
Lithuania
Spain
Romania
Luxembourg
Germany
Bulgaria
Cyprus
April 2013 – Today
The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

8. A constant work in progress
 Launch on 28 February 2012.
 Actions in 2012 and beyond.
 A voluntary initiative by Europe’s brewers to support
EU Member States in reducing alcohol related harm.
 Brewers commit to taking concerted and measurable
action
• to improve consumer information
• ensure responsible advertising
• tackle alcohol misuse
• Feed into evaluation of current EU Strategy and
development of any future EU Strategy.
• To be evaluated annually to allow for ongoing
measurement of activities, improvements and
expansion in line with best practices.
8The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

9. Beer pledge – 1 year after
Evaluation by KPMG – released on 25 April 2013
Reinforcing actions within different pillars across Europe
1. Consumer knowledge increase
CZ, EE, FI, HU, MT, IT, NL, RO, SK, ES, UK
2. Ensure responsible advertising and marketing
EU; BE, BG, DK, FI, IE, NL, PL, RO, ES, UK
3. Social campaigns on drink driving and addressing binge
drinking, alcohol and pregnancy, underage drinking
BE, BG, HR, CZ, DK, HU, IE, IT, LT, NL, PL, RO, ES, SK, SE, UK
(Toolkits for campaigns prepared under 3rd pillar )
Next steps
• Self-regulation in digital and social media
• Responsible consumption toolkit
• Improvement of data gathering and measurement
9The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

10. Regulation 1169/2011 on the provision of food information
to consumers (Consumer information regulation)
Scope:
All foods intended to the final consumer
Information at all stages of the food chain
Key issues:
• Nutrition information, origin labelling,
legibility and allergens labelling
• Information carriers
• Responsibilities of producers and
suppliers
Entry into force – December 2014 (2016)
10The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven
General principles:
• Help consumers make conscious
decisions when purchasing foods
• Increase level of protection
• Adjust to free movement of goods EU
principle
• Increase legibility:
Minimum font size on label
Alcoholic beverages >1,2 % vol.
Commission report by end 2014

11. Regulation 1169/2011 on the provision of food information
to consumers (Consumer information regulation)
Mandatory information:
1. name of the food
2. list of ingredients
3. allergens or intolerance substances
4. QUID – Quantitative Ingredient Declaration (if necessary)
5. net quantity of the food
6. date of minimum durability or "use by" date
7. any special storage conditions and/or conditions of use
8. name or business name and address of the food business operator
9. country of origin or place of provenance where provided for
10. instructions for use where it would be difficult to make appropriate use of the food in the
absence of such instructions
11. alcoholic strength by volume for beverages containing more than 1,2 % by volume of alcohol
12. nutrition declaration
13. lot number
11The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven

12. EBC Congress
34th EBC Congress
First time in Luxembourg
Keynote by EBCU Chairman
Henri Reuchlin
EBC and EBCU, Science and the beer
consumer. A win-win relationship?
First ever beer week in the country
End May 2013
12The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven
European Brewery Convention
Congress
Luxembourg
26-30 May 2013

13. Beer Serves Europe!
13The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven
12 October 2010
Subject: Economic Contribution
Invited: Herman Van Rompuy
President EU Council
22 November 2011
Subject: Economy, Community, Gastronomy
Invited: José Manuel Durão Barroso
President European Commission
22 November 2012
Subject: The role of beer sponsorships in sport
Invited: Emanuel Macedo de Medeiros
CEO, EPFL - Association European Professional Football Leagues
BEER SERVES EUROPE 2013
4 December 2013
Subject and speaker: to be confirmed
Venue: to be determined

14. 14The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven
Towards European
Elections 2014
• EU enlargement: Croatia – July 2013
• 22-25 May 2014: Elections to the EU Parliament (28 countries)
• 2014: A new Commission, a new Parliament - New opportunities
• Commissioners’ nomination according to their political groups
• 2014, 2nd half: Italian Presidency of the Council of the EU

15. 15The Brewers of Europe - Plenary meeting of the European Beer Consumers Union – 26 April 2013 Leuven
The End (?)
• Thank you !
• Questions
• Other upcoming issues