BEER MARKET IN GERMANY

SITUATION OVERVIEW (2008-2013)

DEMAND SUPPLY

CURRENT DEMAND 2008-2014 DETERMINANTS

• Seasonal Change

• Oktoberfest (+)

• Demographic Change

• Aging Population (-)

• Tastes and Preferences

• Wine & Exotic Spirits

• Substitute Good

• Wine (+) Beer (-)

CURRENT SUPPLY 2008-2014

DETERMINANTS

• Microbreweries. (1390)

• Perfect competition (Low

market influence)

• Customer Sovereignty

• 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

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