全球酒精饮料市场调研和分析报告（英文版）-2024年1月上传培训课件

INDUSTRIES

&

MARKETSAlcoholic

Drinks:

market

dataanalysis

&

forecastMarket

InsightsreportNovember2023MARKET

INSIGHTSThis

report

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Alcoholic

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on:AlcoholicDrinksmarket3AgendaMarket

OutlookOverviewAppendix59ProductOverviewAuthor160165MarketSizeMarketInsightsConsumerInsightsTrends15304448KeyPlayersMarketsBeer5476SpiritsWine98Cider,Perry&RiceWineHardSeltzer1191404CHAPTER

01Market

Overview•

Market

definition•

Market

segmentation•

Key

takeawaysAlcoholic

Drinks

are

an

essential

part

of

everyday

lifeOverview:

Market

definitionMarket

definitionInscopeOutof

scopeTheAlcoholic

Drinksmarket

includesallalcoholic

beverages

thatare

produced

byfermentation

or

distillation.Thismarket

includes:Thismarket

excludes:Themarket

isdivided

into

Beer

(Alcoholic

&Non-Alcoholic

Beer),

Spirits(Whisky,Vodka,

Rum,Gin,Brandy,Tequila,SojuLiqueurs&OtherSpirits),Wine

(StillWine,SparklingWine,

and

Fortified

Wine),

Cider,Perry

&Rice

Wine,

and

Hard

Seltzer.•Alcoholic

&Non-Alcoholic

Beer•Non-Alcoholic

Beverages

derivedfrom

Wineor

Spirits•Wine•Out-of-Home

consumption,

suchasconsumption

inhotels,

bars,restaurants)Themarket

comprises

revenue

andaverage

revenue

percapita,volume

andaverage

volume

percapita,price

perliter,as

well

assales

channels.Per

capitafiguresrefer

toacountry’sor

region’s

whole

population.•Sprits•Cider,Perry

&Rice

WineHard

SeltzerThemarket

onlycovers

at-home

sales(sales

viasupermarkets,

hypermarkets,convenience

stores,

etc.).

Allprices

arevalued

atconsumer

prices

and

includeallsales

and

consumption

taxes.•Key

players

includeAnheuser-Busch

InBev,

Diageo,

Heineken,

andMolson

Coors.6Sources:Market

Insights

2023The

Alcoholic

Drinks

markets

consists

of

five

marketsOverview:

Market

segmentationBeerWineSpiritsAlcoholicDrinksCider,Perry

&RiceWinesHard

Seltzer7China

generated

the

most

revenue

in

the

Alcoholic

Drinks

market

with

US$228billion

in

2023Overview:

Key

takeawaysRevenue

intheAlcoholicDrinksmarket

amountstoUS$1,118.6bn

in2023.

Themarket

isexpected

to

grow

annuallyby4.18%

(CAGR2023-2028).Themarket's

largest

segment

isthesegment

Spiritswith

amarket

volume

ofUS$408.8bn

in2023.Inglobalcomparison,

most

revenue

isgenerated

inChina

(US$228bn

in2023).Inrelation

to

totalpopulation

figures,per

person

revenues

of

US$145.60

aregenerated

in2023.IntheAlcoholic

Drinksmarket,

2.7%

oftotal

revenue

will

begenerated

throughonlinesales

by2023.IntheAlcoholic

Drinksmarket,

volume

is

expected

toamountto234.8bn

Lby2028.Themarket

forAlcoholicDrinksmarket

is

expected

toshow

avolume

growth

of2.0%

in2024.Theaverage

volume

perperson

intheAlcoholic

Drinksmarket

isexpected

toamount

to

28.60L

in2023.8Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:CHAPTER

02Market

Size•

Worldwide

revenue•

Worldwide

average

revenue

per

capita•

Worldwide

market

volume•

Worldwide

volume

percapita•

Worldwide

average

price

perliter•

Worldwide

saleschannelWorldwide

Alcoholic

Drinks

revenue

will

reach

US$1,373

billion

by

2028Market

Size:

GlobalRevenue

forecast

inbillionUS$1,373.053.1+3.7%(1)1,308.151.91,261.946.71,216.642.2200.11,174.837.7192.7231.61,118.61,072.1216.11,043.0169.5208.133.2980.5163.7157.025.6965.1165.7154.119.1952.7164.7154.4182.5171.814.3214.87.4174.6168.33.5203.6195.8188.2181.0427.9168.7487.6470.1455.5440.9408.8378.1307.6392.2341.4345.0357.4385.92028335.52024345.2355.82026366.42027311.42022322.32023288.72018292.92019288.120202021Beer2025SpiritsWineCider,Perry

&Rice

WineHard

Seltzer10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Average

revenue

percapita

for

the

Alcoholic

Drinks

market

is

estimated

toincrease

at

a

CAGR(1)

of

2.9%

from

2018

to

2028Market

Size:

GlobalAveragerevenue

percapita

forecast

inUS$+2.9%(1)171.66.6164.86.5160.25.9155.75.4151.64.924.9145.64.323.8140.622.922.129.0137.922.422.327.226.4129.422.421.0129.822.320.7130.621.820.93.425.62.50.51.01.926.925.724.924.123.455.222.453.261.059.257.856.444.250.040.751.446.446.447.646.248.240.941.943.345.239.239.438.42018201920202021Beer2022202320242025202620272028SpiritsWineCider,Perry

&Rice

WineHard

Seltzer11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Average

revenue

percapita

for

the

Alcoholic

Drinks

market

is

estimated

toincrease

at

a

CAGR(1)

of

0.6%

from

2018

to

2028Market

Size:

GlobalVolume

forecast

inbillionliter+0.6%(1)234.83.3230.53.3228.33.1224.32.6226.02.8222.30.6223.11.4220.10.341.3219.71.140.8219.82.3218.81.845.744.641.841.042.243.043.840.640.920.734.920.234.619.933.019.933.219.933.520.133.619.133.418.833.819.334.319.634.319.934.5130.22028125.62018126.82019124.42020127.0123.92022124.02023125.92024126.3127.02026127.820272021Beer2025SpiritsWineCider,Perry

&Rice

WineHard

Seltzer12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Average

volume

per

capita

for

the

Alcoholic

Drinks

market

is

estimated

todecrease

at

a

CAGR(1)

of

0.2%

from

2018

to

2028Market

Size:

GlobalAveragevolume

per

capita

forecast

inliter-0.2%(1)29.90.029.90.129.30.129.50.229.40.428.90.328.90.429.00.429.10.428.70.228.60.35.65.65.45.45.35.35.55.55.65.65.72.74.52.74.52.74.52.74.42.54.42.44.42.54.42.54.42.54.42.64.42.64.417.117.116.816.616.316.116.216.216.116.316.12018201920202021Beer2022Spirits202320242025Hard

Seltzer202620272028WineCider,Perry

&Rice

Wine13

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Average

price

per

liter

is

expected

to

increase

from

2018

to

2028Market

Size:

GlobalAveragepriceperliterforecast

inUS$15.914.015.513.615.213.216141210814.912.914.512.514.212.113.911.713.711.313.310.77.912.910.412.510.310.410.19.89.69.49.28.88.47.87.75.95.15.74.85.54.85.44.75.24.65.14.54.94.34.74.164.34.04.34.04.54.02.343.02.92.72.82.62.72.52.32.32.42020182019202020212022202320242025202620272028Alcoholic

Drinks(average)BeerCider,Perry

&Rice

WineHard

SeltzerSpiritsWine14Sources:Market

Insights

2023CHAPTER

03Market

Insights•

Analystopinion•

Worldwide

market

comparison•

Regional

comparison•

Country-level

comparisonRising

employment

and

discretionary

spending

drive

demand

for

premiumandsustainable

Alcoholic

DrinksMarket

Insights:Analyst

opinionCustomer

preferences:Consumers

areincreasingly

seeking

uniqueandpremiumalcoholic

beverages.

They

arewilling

topaymore

forhigh-qualityproductsthatoffer

adistinct

tasteandexperience.

Thishasled

to

arise

inthedemand

forcraftbeers,

artisanalspirits,and

small-batch

wines.

Additionally,health-consciousconsumers

are

optingforlow-alcohol

or

alcohol-free

alternatives,

suchasnon-alcoholic

beers

and

mocktails.Local

specialcircumstances:

TheAlcoholic

Drinksmarket

ischaracterized

bydiverse

local

special

circumstances.

Forexample,

incountries

with

astrong

wineculture,suchasFrance

and

Italy,wine

consumption

remains

highand

is

deeplyrooted

inthelocal

traditions.

Ontheother

hand,

countries

with

along

history

ofbeer

brewing,

suchasGermany

andBelgium,

haveathrivingbeer

market

with

awide

variety

oftraditional

and

craftbeers.

Additionally,culturaland

religiousfactorsinfluence

the

consumption

patternsincertain

regions,

with

some

countrieshavingstricter

regulations

onalcohol

salesandconsumption.Trendsin

themarket:

Oneof

the

key

trendsintheAlcoholic

Drinksmarket

istherise

ofe-commerce.

Thishasopened

upnew

distributionchannels

forbothestablished

brandsand

small-scale

producers,

enablingthemtoreach

alargercustomer

base.

Additionally,social

media

and

digitalmarketing

haveplayed

asignificantrole

inpromoting

and

creating

awareness

aboutnew

products,drivingconsumer

engagement

and

loyalty.

Anothertrend

inthemarket

istheincreasingfocusonsustainabilityandenvironmental

responsibility.

Consumers

are

becomingmore

conscious

of

theenvironmental

impact

oftheirchoices

and

are

seekingUnderlying

macroeconomic

factors:

TheAlcoholicDrinksmarket

is

influenced

byvarious

macroeconomic

factors.

Economic

growth,

rising

disposableincomes,

andurbanizationare

key

drivers

of

market

expansion.

Additionally,theincreasingurbanpopulation,particularly

inemerging

markets,

hascreated

afavorableenvironment

forthegrowth

ofthemarket.

Furthermore,

demographic

shifts,suchaschangingagestructuresandevolving

lifestyles,

are

shaping

themarketbrandsthatprioritize

sustainability.Thishasled

to

arise

inthedemand

fororganic

dynamics.

Millennials,

forexample,

havedifferent

preferences

andconsumptionandbiodynamicwines,

aswell

aseco-friendly

packagingsolutions.habitscompared

toprevious

generations.

They

aremore

likely

toexperiment

withnew

flavorsandbrands,seek

authenticexperiences,

and

prioritize

social

andenvironmental

values.16Sources:Market

Insights

2023The

Hard

Seltzer

market

has

the

highestgrowth

potential

with

a

CAGR(1)

of12.9%

from2022

to

2028Market

Insights:Worldwide

market

comparisonRevenue

inbillionUS$+3.7%(1)487.6+3.6%(1)392.2385.9311.4+4.8%(1)231.6+4.1%(1)214.8174.6168.3+12.9%

(1)53.125.6SpiritsBeerCider,Perry

&Rice

WineWineHard

Seltzer2022202817

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenue

of

US$

423

billion,

Asia

is

the

biggest

market

amongselectedregions,

in

2022Market

Insights:Regional

comparison

(1/5)Revenue

inbillionUS$+3.7%(1)526.7+4.1%(1)375.5423.3+3.5%(1)274.1+7.5%(1)165.5294.6222.8+4.3%(1)31.002028107.324.1020222028202220282022

2028Americas202220282022EuropeAfricaAsiaAustralia&Oceania18

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

an

average

revenue

per

capita

of

US$

569,

Asia

is

the

biggest

marketamong

selected

regions,

in

2022Market

Insights:Regional

comparison

(2/5)Averagerevenue

percapita

inUS$+3.1%(1)683.70568.90+3.5%(1)360.4+3.6%(1)325.3293.4263.7+5.2%(1)116.7+3.1%(1)113.394.386.320222028202220282022

2028Americas2022202820222028EuropeAfricaAsiaAustralia&Oceania19

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Asia

is

the

biggest

market

among

selected

regions

with

a

volume

of

68.2

billionliter

in

2022Market

Insights:Regional

comparison

(3/5)Volume

inbillionliter+0.8%(1)71.63+1.2%(1)55.6068.15+2.6%(1)54.04+0.2%(1)50.83

51.4051.7046.19+0.8%(1)2.022.122022202820222028202220282022202820222028EuropeAfricaAmericasAsiaAustralia&Oceania20

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

an

average

volume

per

capita

of

60.2

liter,

Europe

is

the

biggest

marketamong

selected

regionsMarket

Insights:Regional

comparison

(4/5)Averagevolume

per

capita

inliter+0.2%(1)+0.6%(1)-0.3%(1)+0.4%(1)+0.3%(1)60.261.051.553.347.5946.7637.238.115.215.42022202820222028202220282022202820222028EuropeAfricaAmericasAsiaAustralia&Oceania21

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Alcoholic

Drinks

price

per

liter

in2028Market

Insights:Regional

comparison

(5/5)Price

perliterinUS$14.614.31510513.813.413.012.512.011.39.79.49.35.77.36.87.26.65.27.06.45.06.86.24.96.76.16.45.96.25.76.05.44.25.74.83.82.25.85.13.92.15.33.15.03.82.24.74.64.42.32.82.62.72.52.42.2020182019202020212022202320242025202620272028EuropeAfricaAsiaAmericasAustralia&Oceania22Sources:Market

Insights

2023With

a

revenue

of

US$

216.6

billion,

China

was

the

biggest

Alcoholic

Drinksmarket

in

2022Market

Insights:Country-level

comparison

(1/5)Revenue

inbillionUS$+2.9%(1)257.1+3.5%(1)230.5216.6187.5+4.3%(1)+3.4%(1)+4.0%(1)39.834.632.731.028.325.82022202820222028202220282022202820222028United

StatesChinaGermanyFranceUnited

Kingdom23

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023The

United

States

have

the

highest

average

revenue

per

capita

with

US$

554

in2022Market

Insights:Country-level

comparison

(2/5)Averagerevenue

percapita

inUS$+3.0%(1)660.9+4.0%(1)579.2+3.9%(1)500.7554.2+3.5%(1)416.4458.7398.7339.6+3.0%(1)180.1151.120222028202220282022

2028Germany2022202820222028United

StatesChinaFranceUnited

Kingdom24

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

a

volume

of

40.6

billion

liter,

China

is

the

biggest

market

among

selectedcountries,

in

2022Market

Insights:Country-level

comparison

(3/5)Volume

inbillionliter-0.2%(1)40.6340.26+0.4%(1)27.2026.60+0.1%(1)+1.2%(1)+1.6%(1)8.528.574.804.464.273.882022202820222028202220282022202820222028United

StatesChinaGermanyFranceUnited

Kingdom25

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

an

average

volume

per

capita

of

102

liter

in

2022,

Germany

consumes

themost

Alcoholic

Drinks

per

capitaMarket

Insights:Country-level

comparison

(4/5)Averagevolume

per

capita

inliter105.1104.2104.21101009080706050403020100103.6102.7103.3102.2101.6102.2102.3102.578.270.178.971.278.669.178.268.778.570.078.070.677.771.377.572.078.173.573.369.072.466.164.326.063.525.962.827.562.127.862.128.259.028.859.328.559.728.360.228.157.528.457.628.820182019202020212022202320242025202620272028UnitedStatesChinaGermanyFranceUnitedKingdom26Sources:Market

Insights

2023Prices

are

expectedto

increase

from2018

to

2028Market

insights:Country-level

comparison

(5/5)Price

perliterforecast

inUS$9.38.59.28.39.08.16.6108.77.86.48.58.37.46.08.098765432107.57.66.36.76.36.56.46.07.15.86.86.44.06.76.33.96.75.55.75.06.13.85.05.03.05.93.74.95.73.65.53.45.33.35.23.24.72.94.62.820182019202020212022202320242025202620272028UnitedStatesChinaGermanyFranceUnitedKingdom27Sources:Market

Insights

2023Inthe

Alcoholic

Drinks

market,

Online

Revenue

share

reached

2.7%

in

2022FurtherMarket

AnalysisOnline/OfflineRevenue

Share100.00%100.00%100.00%1.40%100.00%2.20%100.00%2.80%100.00%2.70%100.00%2.70%100.00%2.80%100.00%3.00%100.00%3.00%100.00%3.00%1.10%1.20%98.90%98.80%98.60%97.80%97.20%97.30%97.30%97.20%97.00%97.00%97.00%20172018201920202021202220232024202520262027OfflineRevenue

ShareOnlineRevenue

Share28Sources:Market

Insights

2023Inthe

Alcoholic

Drinks

market,

Mobile

online

RevenueShare

reached

40.7%FurtherMarket

AnalysisMobile/Desktop

Online

Revenue

Share100.00%100.00%100.00%100.00%37.60%100.00%35.20%100.00%40.70%100.00%45.90%100.00%51.00%100.00%56.30%100.00%58.00%100.00%60.60%40.10%39.10%42.80%64.80%202162.40%202059.90%201860.90%201959.30%202257.20%201754.10%202349.00%202443.70%202542.00%202639.40%2027DesktopMobile29Sources:Market

Insights

2023CHAPTER

04Consumer

Insights•

Summary•

Regularly

consumed

beverages•

Brand

awareness•

Attitudestowards

alcoholic

drinks•

Winepurchase

channels•

Beer,

Spiritsand

Wine

drinkerbyagegroup•

Known

beer

brandsTaste

is

the

defining

feature

of

all

Alcoholic

DrinksConsumer

Insights:SummaryIn2022,surveyed

more

than10,000

people

oflegal

drinkingageinAustralia,Canada,

China,Germany,

UK,France,

Mexico,

and

USAon

theiralcoholicdrinksconsumption.

Includedare

different

questionsregarding

consumption,known

brands,purchasechannels,pricerange,

and

many

more

topics.Beer

isthemost

consumed

alcoholic

beverage

onaregular

basis,withChinaleading

theway

interms

of

regular

beer

consumers

(40%)

incomparison

toonly27%

intheUnited

States.Brand

awareness

for

alcoholic

drinksisrelatively

low,

with

only

17%-24%

of

theinternet

users

payingspecial

attentionto

aspecific

brand

inthealcoholic

drinksmarket.Themost

known

brandsdiffer

greatly

depending

oncountry,forexample

inthe

USandinChina,Budweiser

isthemost

known

brand.However,

there

are

alsobrandsthatare

mainlyactiveintheirhome

market,

suchas

Yanjing,

Warsteiner,

or

Carlton,which

are

locally

more

known

thatinternationally.31Sources:Beer

is

the

most

consumed

alcoholic

beverageConsumer

Insights:Regularly

consumed

beveragesPercentage

of

Internetusersconsumingspecificbeverageregularly40%35%34%33%32%31%27%26%25%24%20%19%13%14%18%17%16%16%16%15%14%13%12%12%9%8%

8%8%7%8%7%7%6%4%BeerSpiritsWineSparklingwineCHNCider,

Perry&RiceWineHard

seltzerJPN

USANon-alcoholic

beer

Non-alcoholic

wineSoftdrinks(e.g.,cola,lemonade,icetea)DEUGBR32

Notes:Sources:Question:

Which

ofthese

beverageproducts

do

you

consume

regularly?(multi-pick)Consumer

Insights

asofSeptember

2023Brand

awareness

for

Alcoholic

Drinks

is

relatively

lowConsumer

Insights:Brand

awarenessPercentage

of

internetuserspayingspecialattention

tobrands58%58%54%55%

55%56%54%51%37%35%34%29%32%30%32%31%29%26%24%28%30%28%27%28%27%27%27%24%23%15%22%21%20%17%20%18%18%16%15%17%SmartphoneClothing

&ShoesTV

&HiFiHouseholdappliancesDetergents&Food&Non-Cosmetics&bodycareAlcoholic

DrinksBags&AccessoriesCars,

motorcycles,bicyclescleaningproducts

AlcoholicDrinksCHN

DEU

GBR

USA33

Notes:Sources:Question:

Inwhich

ofthese

categoriesdo

youpay

special

attention

tobrands?;

Multi-pickConsumer

Insights

asofSeptember

202343%

of

the

surveyed

Chinese

like

drinks

withreduced

alcohol

contentConsumer

Insights:Attitudestowards

alcoholic

drinksAttitudestowards

alcoholic

drinks48%43%40%39%35%39%37%32%29%29%27%21%17%17%22%22%17%18%19%19%13%19%17%17%17%11%12%8%11%10%

10%9%6%4%Ilikedrinkswithreducedalcohol

contentIdrinkonlyonIcan’timaginemyIavoiddrinkingInmyopinion,

theIthinkalcohol

isAlcohol

isaThedangerofalcohol

isoverestimatedNoneofthe

abovespecial

occasions

lifewithoutalcohol

alcohol

becauseofhealthreasonslegaldrinkingage

saferthancannabis

stimulant,similarcouldbeloweredtochocolate,coffee,andcocoaDEUGBR

CHNAUSUSA34

Notes:Sources:Question:

Which

ofthese

statements

about

alcoholic

drinks

do

you

agree

with?

(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)Super-

and

hypermarkets

are

the

most

popular

places

to

buy

wineConsumer

Insights:Wine-

purchase

channelsPercentage

of

internetusersbuying

wine

at

specificpurchasechannel53%52%37%30%35%34%32%27%27%25%23%20%23%22%

22%21%21%20%15%13%6%10%9%11%10%7%6%9%9%9%9%6%6%7%5%8%6%5%5%4%7%7%6%3%4%3%3%

3%Supermarket/

Discount

store

Beveragestore

ConvenienceBeveragedeliveryserviceDuty-freestore

GasstationSpecialtyOnlineOnlinefromOtherIhavenotpurchasedwinebig-boxstore/superstore/hypermarketstorewinestore

specialty

store

agenerale-commercestoreDEUUSAUKCHN35

Notes:Sources:Question:

Wherehave

youpurchased

wine

in

the

past

12

months?

(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)63%

of

the

surveyed

Americans

drank

beer

in

the

last

12

monthsConsumer

Insights:United

States(1/2)Beer,Spirits,andWineBeerPure

spirits/liquorWine18-24

years25-34

years35-44

years45-54

years55-64

yearsAverage61%68%67%59%57%63%62%66%66%64%64%61%53%50%55%52%59%59%USA36

Notes:Sources:Question:

Which

ofthe

following

drinks

have

youconsumed

in

the

past

12

months?

(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)Bud

Light

and

Budweiser

are

the

most

known

beer

brands

in

USAConsumer

Insights:United

States(2/2)Percentage

of

internetusersknowingthebeerbrandname73%73%70%67%65%64%60%56%53%50%48%44%43%43%34%10%4%BudLight

Budweiser

BuschCoorsCorona

Heineken

Keystone

MichelobMillerModeloNatural

Pabst

BlueRadeberger

StellaLight

Ribbon

ArtoisWhite

Yuengling

NoneofClaw

theaboveUSA37

Notes:Sources:Question:

Which

ofthese

beer

brands

do

youknow,

evenif

only

by

name?(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)71%

of

the

surveyed

Germans

drank

beer

in

the

last

12

monthsConsumer

Insights:GermanyBeer,Spirits,andWineBeerPure

spirits/liquorWine18-24

years25-34

years35-44

years45-54

years55-64

yearsAverage63%76%75%69%65%59%69%68%59%72%65%54%57%62%69%71%68%65%DEU38

Notes:Sources:Question:

Which

ofthe

following

drinks

have

youconsumed

in

the

past

12

months?

(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)Beck’s

and

Bitburger

are

the

most

known

beer

brandsin

GermanyConsumer

Insights:Germany

(2/2)Percentage

of

internetusersknowingthebeerbrandname77%77%76%71%70%70%67%67%67%66%66%63%63%58%57%48%42%24%5%Astra

Augustiner

Beck’sBit-

Clausthaler

DABburgerErdinger

Franzis-

Hasse-kaner

röderJeverKönigKrom-

Oettinger

Paulaner

Rade-

Schöffer-

Veltins

Warsteiner

NonePilsner

bacherbergerhoferoftheaboveDEU39

Notes:Sources:Question:

Which

ofthese

beer

brands

do

youknow,

evenif

only

by

name?(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)88%

of

the

surveyed

Chinese

drank

beer

in

the

last

12

monthsConsumer

Insights:ChinaBeer,Spirits,andWineBeerPure

spirits/liquorWine18-24

years25-34

years35-44

years45-54

years55-64

yearsAverage70%49%65%90%91%90%94%88%71%87%86%86%86%83%68%70%74%67%CHN40

Notes:Sources:Question:

Which

ofthe

following

drinks

have

youconsumed

in

the

past

12

months?

(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)Budweiser

is

the

most

known

beer

brand

in

ChinaConsumer

Insights:China

(2/2)Percentage

of

internetusersknowingthebeerbrandname70%66%62%60%54%47%42%41%37%37%36%22%21%18%Kirin14%10%8%5%BudweiserCarlsberg

Corona

HARBIN

HeinekenHoe-gaardenKronen-

Oettinger

Pabst

PaulanerRadeberger

SNOW

TSINGTAO

WusubourgYanjing

Zhujiang

Noneofbeer

Beer

theaboveBlueRibbonCHN41

Notes:Sources:Question:

Which

ofthese

beer

brands

do

youknow,

evenif

only

by

name?(multi-pick)Consumer

Insights

Alcoholic

Drinks

(2022)74%

of

the

surveyed

Australians

drank

spirits

in

the

last

12

monthsConsumer

Insights:Australia(1/2)Beer,Spirits,andWineBeerPure

spirits/liquorWine18-24

years25-34

years3