Alcoholic - Beverages Global Market Competitor Briefing 2023
Alcoholic - Beverages Global Market Competitor Briefing 2023
Alcoholic - Beverages Global Market Competitor Briefing 2023
February 2023
Table of Contents
Alcoholic - Beverages Market Characteristics ..................................................................................... 4
Alcoholic - Beverages Market Trends And Strategies ..........................................................................7
Rise Of Alcohol Ecommerce Market ................................................................................................7
Ready-To-Mix Hybrid Beverages .....................................................................................................7
Advanced Filters For Wine And Beer Production .............................................................................7
Rise In Ready-Mixed Cocktails ........................................................................................................ 8
Increase In M&A Activity ................................................................................................................. 8
Rising Demand For Craft Beer......................................................................................................... 8
Self-Serve Beer Bars ....................................................................................................................... 9
Alcoholic - Beverages Market Historic Growth ................................................................................. 10
Drivers Of The Market ................................................................................................................... 11
Restraints On The Market .............................................................................................................. 11
Alcoholic - Beverages Market Forecast Growth ................................................................................. 13
Drivers Of The Market .................................................................................................................. 14
Restraints On The Market ............................................................................................................. 14
Alcoholic - Beverages Market Competitive Landscape ..................................................................... 16
Company Profiles.......................................................................................................................... 18
Anheuser-Busch InBev SA/NV....................................................................................................... 18
Company Overview................................................................................................................... 18
AB InBev Offers Products And Services Across Industries ......................................................... 18
AB InBev Financial Performance ............................................................................................... 19
Heineken N.V. ............................................................................................................................... 20
Company Overview................................................................................................................... 20
Heineken Offers Products And Services Across Industries ........................................................ 20
Heineken Financial Performance .............................................................................................. 21
Diageo plc ..................................................................................................................................... 22
Company Overview................................................................................................................... 22
Diageo Offers Products And Services Across Industries ............................................................ 22
Diageo Financial Performance .................................................................................................. 23
Appendix .......................................................................................................................................... 24
Market Data Sources .................................................................................................................... 24
NAICS Definition Of The Industry Covered In This Report ............................................................ 25
Research Methodology ..................................................................................................................27
Abbreviations ............................................................................................................................... 28
Currencies ..................................................................................................................................... 28
Research Inquiries ......................................................................................................................... 28
The Business Research Company.................................................................................................. 28
Copyright And Disclaimer ............................................................................................................. 29
List Of Figures
Figure 1: Global Alcoholic - Beverages Market, Historic Market Size, 2017-2022, $ Billion ............... 10
Figure 2: Global Alcoholic - Beverages Market, Forecast Market Size, 2022-2027, $ Billion............... 13
Figure 3: Global Alcoholic - Beverages Key Competitor Estimated Market Shares, 2022, Percentage
(%) .................................................................................................................................................... 16
Figure 4: AB InBev – Financial Performance, $ Billion ....................................................................... 19
Figure 5: Heineken – Financial Performance, $ Billion ...................................................................... 21
Figure 6: Diageo – Financial Performance, $ Billion .......................................................................... 23
List Of Tables
Table 1: Global Alcoholic - Beverages Market, Historic Market Size, 2017-2022, $ Billion.................. 11
Table 2: Global Alcoholic - Beverages Market, Forecast Market Size, 2022-2027, $ Billion ................ 13
Table 3: Global Alcoholic - Beverages Market, Key Competitors Estimated Market Shares, 2022,
Percentage (%) .................................................................................................................................. 17
Table 4: AB InBev – Financial Performance, $ Billion ........................................................................ 19
Table 5: Heineken – Financial Performance, $ Billion ........................................................................ 21
Table 6: Diageo – Financial Performance, $ Billion ........................................................................... 23
Table 7: Alcoholic - Beverages Market Data Sources ........................................................................ 24
The alcoholic beverages market consists of sales of ales, lagers, stouts & porters, malts, still wine, sparkling
wine, cognac, armagnac, whiskey, vodka, rum, tequila, gin, and other alcoholic beverages. The companies in
the alcoholic beverages industry process raw materials into alcoholic beverages, package and distribute them
through various distribution channels to both on-trade and off-trade establishments. Values in this market
are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods,
whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or
directly to end customers. The value of goods in this market includes related services sold by the creators of
the goods. The alcoholic beverages market is segmented into beer; wine and brandy, and spirits.
The market value is defined as the revenues that enterprises gain from goods and/or services sold within the
specified market and geography through sales, grants, or donations in terms of currency (in USD ($) unless
otherwise specified).
The revenues for a specified geography are consumption values – that is, they are revenues generated by
organizations in the specified geography within the specified market, irrespective of where they are
produced. It does not include revenues from resales either further along the supply chain or as part of other
products.
The alcoholic beverages market is segmented into beer, wine and brandy, and spirits.
Beer
Beer is an alcoholic beverage that is brewed and fermented from malted barley. The beer market
consists of sales of brown ale, golden ale, pale ale, dark lager, pale lager, irish stout, sweet stout,
english porter, american porter, caramelized malt, roasted malt, and other beer. The companies in
the alcoholic beverages industry process raw materials into alcoholic beverages, package and
distribute them through various distribution channels to both on-trade and off-trade establishments.
Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or
creators of the goods, whether to other entities (including downstream manufacturers, wholesalers,
distributors and retailers) or directly to end customers. The value of goods in this market includes
related services sold by the creators of the goods. The beer market is segmented into ales; lagers;
stouts & porters and malts.
Wine is an alcoholic drink made from the fermented juice of grapes. Brandy is a strong alcoholic
beverage made from distilled wine. The wine and brandy market consists of sales of champagne,
alcoholic cider, fortified wines, ice wines, sparkling wines, vermouth, very special cognac, very special
old pale cognac, extra old cognac, very special armagnac, very special old pale armagnac, extra old
armagnac, and other wine and brandy. The companies in the wineries industry process raw materials
into wines, brandies, ciders and fortified wines, package and distribute them through various
distribution channels to both on-trade and off-trade establishments. Values in this market are ‘factory
gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to
other entities (including downstream manufacturers, wholesalers, distributors and retailers) or
directly to end customers. The value of goods in this market includes related services sold by the
creators of the goods. The wine and brandy market is segmented into wine and brandy.
Spirits
Spirits are distilled alcoholic beverages made from a grain or fruit/vegetable-derived sugar that’s
fermented and distilled. The spirits market consists of sales of irish whiskey, american whiskey,
canadian whiskey, scotch whiskey, flavored vodka, non-flavored vodka, light rum, dark rum, golden
rum, spiced rum, black rum, reposado tequila, blanco tequila, anejo tequila, old tom gin, london dry
gin, plymouth gin, fruit spirits, honey spirits, ouzo, and other spirits. The companies in the distilleries
industry process raw materials into potable liquors, ethyl alcohol, grain alcohol and spirits, package
and distribute them through various distribution channels to both on-trade and off-trade
establishments. Values in this market are ‘factory gate’ values, that is the value of goods sold by the
manufacturers or creators of the goods, whether to other entities (including downstream
manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of
goods in this market includes related services sold by the creators of the goods. The spirits market is
segmented into whiskey; vodka; rum; tequila; gin and other spirits.
Other alcoholic drinks such as brandy, whiskey, rum, vodka and tequila are produced by distillation process.
Distilled alcoholic beverages typically contain about 40% concentration of ethanol. During distillation, the
difference in boiling points of water and alcohol is used to separate two liquids from each other and
evaporated steam is then cooled into a liquid with a higher concentration of alcohol. Distilled beverage is then
aged for a period of time to enhance the flavor of the beverage. Brandy is made by distilling wine, whereas
whiskey is made by distilling beer. Rum is produced by distilling the molasses from sugarcane. Vodka is
prepared by distilling fermented potato juice or wheat and rye, whereas tequila is made by distilling
fermented agave plant.
Alcoholic beverages are of two types – fermented beverages and distilled beverages. They contain different
concentrations of ethyl alcohol or ethanol. Fermented beverages are produced through the process of
fermentation, a metabolic process by which yeast converts sugar to ethanol. In order to produce beverages
above the concentration of ethanol achieved through fermentation, a distillation process is used. Distilled
beverages are produced by a process in which water is removed from a mixture of ethanol and water.i
The equipment used in producing alcoholic beverages include fruit press, juicers, fermentation bins, mixers,
boiling pans, filters, strainers, carbonating equipment, pasteurizers, stills and liquid fillers funnel, and
companies procure this equipment from manufacturers. Alcoholic beverages are distributed directly to local
liquor shops and other commercial establishments. E-commerce platforms are also being used to sell
alcoholic beverages. Alcoholic beverages are consumed in commercial establishments such as bars,
restaurants, hotels, pubs and liquor shops as well as at home.ii
Alcoholic beverage manufacturers should consider collaborating with e-commerce platforms to increase sales.
Alcoholic beverage manufacturers should experiment with different production methods and ingredients to offer
new ready-to-mix hybrid beverages to experience-driven drinkers.
Wine and beer manufacturing companies should use advanced filtration systems to improve production
efficiency.
Alcoholic beverage companies should consider offering ready-mixed cocktail drinks to provide a convenient and
enhanced drinking experience to consumers.
Large alcoholic beverage should consider acquiring smaller companies to increase the share in the market.
Breweries should consider offering craft beer variants to customers to benefit from the increasing demand.
Breweries should consider investing in self-serve beer systems to improve customer experience and profit
margins.
The chart and table below show the year-on-year growth of the global alcoholic - beverages market during
2017-2022.
The global alcoholic - beverages market grew from $414.78 billion in 2017 to $530.99 billion in 2022 at a
compound annual growth rate (CAGR) of 5.06%.
Talent Crunch–High competition for workers and a lack of suitably trained employees contributed to a
shortage of labor in the alcoholic - beverages services such as alcoholic beverage industry in this period,
restraining its development. For example, according to a 2017 survey by Association of Labor Providers (ALP),
around 70% of companies in the food and beverage manufacturing industry were struggling due to a shortage
of skilled workforce. This limited the growth of the alcoholic - beverages market during the historic period. xvii
Changing Regulatory Environment–Rising concerns about consumer health, sustainability and social issues
have encouraged governments to regulate different products in the alcoholic - beverages industry. These
changes in regulation mostly affected tobacco and alcoholic drinks categories. For instance, the Australian
government removed all branding from tobacco packs. Other examples include restrictions on the late-night
sale of alcohol and bans on consumption at various public places by the Russian government and Thailand’s
government plans to implement graphic health warnings on alcoholic beverages. These factors limited the
growth of the alcoholic - beverages market during the historic periodxviii
Coronavirus Pandemic –The outbreak of Coronavirus disease (COVID-19) has acted as a massive restraint on
the alcoholic – beverages manufacturing market in 2020 as supply chains were disrupted due to trade
restrictions and consumption declined due to lockdowns imposed by governments globally. COVID 19 is an
infectious disease with flu-like symptoms including fever, cough, and difficulty in breathing. The virus was
first identified in 2019 in Wuhan, Hubei province of the People’s Republic of China and spread globally
including Western Europe, North America and Asia. Food and beverage manufacturers depend on supply of
raw materials from domestic and international suppliers. As many governments restricted the movement of
goods across countries and locally, manufacturers had to halt production due to lack of raw materials. Also,
restrictions on trade of non-essential goods and fear of contamination through manufacturing facilities
contributed to the decline. The outbreak continued to have a negative impact on businesses throughout 2020
and into 2021. However, it is expected that the alcoholic - beverages manufacturing market will recover from
the shock across the forecast period as it is a 'black swan' event and not related to ongoing or fundamental
weaknesses in the market or the global economy.
The global alcoholic - beverages market is expected to grow from $530.99 billion in 2022 to $731.96 billion in
2027 at a CAGR of 6.63%.
Demand For Ready To Drink Beverages – Increasing demand for ready-to-drink (RTD) beverages is
expected to drive the alcoholic-beverages market in the forecast period. RTD is a single-use packaged
beverage that is ready for immediate consumption at the time of purchase. RTD drinks are gaining popularity
among working adults due to their clean label and functionality. Introduction of new flavors of in the range of
RTD alcoholic beverages, ease of carrying, and convenience are expected to boost the demand for RTD
alcoholic beverages. Increasing demand for RTD beverages, including RTD alcoholic beverages, is expected to
drive the alcoholic - beverages market going forwardxx . For instance, the bubble tea is poised to skyrocket in
popularity by 2027, maximum demand arising from US, Germany, China and Brazil. Moreover, probiotic
beverages is expected to generate over $77 billion in sales by 2025.xxi
Faster Economic Growth – The alcoholic - beverages market growth is aided by stable economic growth
forecasted in many developed and developing countries. The International Monetary Fund (IMF) predicts that
the global GDP growth will be 5.9% in 2021 and 4.4% in 2022. Recovering commodity prices, after a
significant decline in the historic period is further expected to aid the market growth. Developed economies
are also expected to register stable growth during the forecast period. Additionally, emerging markets are
expected to continue to grow slightly faster than the developed markets in the forecast period. Stable
economic growth is expected to increase investments in the end user markets, thereby driving the market
during forecast period. xxii
Rising Awareness On Effects of Excessive Alcoholic Beverages Consumption – Rising awareness about
high alcohol consumption and addictive nature of alcoholic beverages is expected to restrain the alcoholic
beverage market in the forecasted period. Excessive consumption of alcoholic beverages may lead to
digestive issues such acidity, rapid heart rat, muscle breakdown, high blood pressure, and anxiety. Increasing
awareness on adverse effects of excessive consumption of caffeine, especially among health-conscious
millennial, is expected to limit the growth of the alcoholic beverages market in the forecast period. xxv
Russian-Ukrainian War - The Russia-Ukraine war is expected to hinder the growth of the alcoholic -
beverages market during the forecast period. The political turmoil between the two nations has led to
material shortage and supply disruptions of various products and services. Russia and Ukraine are key
producers of major agricultural commodities, minerals and other essentials. The ongoing conflict between
the two countries is causing anxiety among traders and manufacturers due to fear of continued shortage of
products and services, thus impacting the alcoholic - beverages market growth in the forecast period.
Anheuser-Busch InBev sa/nv was the largest competitor with 10.04% of the market followed by Heineken
N.V. with 2.64%, and Diageo plc with 2.63%, and Asahi Group Holdings Ltd with 2.21%, and Pernod Ricard
with 1.96%, and The Molson Coors Brewing Company with 1.94%, and Constellation Brands with 1.62%, and
Carlsberg Breweries Group with 1.57%, and kirin holdings co ltd with 1.53%, and Suntory Holdings Limited
with 1.34%.
Anheuser-Busch InBev sa/nv, through their products and services that align to alcoholic - beverages market, is
estimated to have generated revenues of $53.31 billion for the financial year 2021, an increase of 15.6% from
the previous year.
Heineken N.V., through their products and services that align to alcoholic - beverages market, is estimated to
have generated revenues of $14.04 billion for the financial year 2020, a decrease of -16.6% from the previous
year.
Diageo plc, through their products and services that align to alcoholic - beverages market, is estimated to
have generated revenues of $13.96 billion for the financial year 2020, an increase of 8.5% from the previous
year.
Asahi Group Holdings Ltd, through their products and services that align to alcoholic - beverages market, is
estimated to have generated revenues of $11.72 billion for the financial year 2021, an increase of 9.7% from
the previous year.
Pernod Ricard, through their products and services that align to alcoholic - beverages market, is estimated to
have generated revenues of $10.42 billion for the financial year 2020, an increase of 4.4% from the previous
year.
The Molson Coors Brewing Company, through their products and services that align to alcoholic - beverages
market, is estimated to have generated revenues of $10.28 billion for the financial year 2021, an increase of
6.5% from the previous year.
Constellation Brands, through their products and services that align to alcoholic - beverages market, is
estimated to have generated revenues of $8.61 billion for the financial year 2020, an increase of 3.2% from
the previous year.
Carlsberg Breweries Group, through their products and services that align to alcoholic - beverages market, is
estimated to have generated revenues of $8.35 billion for the financial year 2020, a decrease of -11.2% from
the previous year.
kirin holdings co ltd, through their products and services that align to alcoholic - beverages market, is
estimated to have generated revenues of $8.12 billion for the financial year 2020, a decrease of -5.8% from
the previous year.
Suntory Holdings Limited, through their products and services that align to alcoholic - beverages market, is
estimated to have generated revenues of $7.11 billion for the financial year 2021, an increase of 7.7% from the
previous year.
Company Profiles
Anheuser-Busch InBev SA/NV is a brewing company that produces, distributes, and sells alcoholic and non-
alcoholic beverages. The company employs around 170,000 people and sells its products in more than 150
countries. AB InBev was founded in 2008 and is headquartered in Leuven, Belgium.xxvi xxvii
The company is engaged in the production, distribution and sale of beers, spirits, ready-to-drink cocktails,
wines and brandy of various brands including Corona, Stella Artois, Budweiser, Beck’s, Castle, Hoegaarden,
Harbin, Aguila, Antarctica, Bud Light, Brahma, Cass, Victoria, Especial, Skol, Modelo Especial, Michelob Ultra,
Harbin, Sedrin, Klinskoye, Sibirskaya Korona, Canvas, Eagle, Hero and Haywards, among others. It also offers
carbonated soft drinks and other non-alcoholic drinks under Guaraná Backus, Viva Backus, and other
brands.xxviii
The chart and table below show the financial performance of AB InBev during 2014 – 2o20 (most recent full
financial year of results at time of publication).
Profit from operations 15.11 13.90 12.88 17.15 17.11 16.10 9.62
AB InBev had revenue of $47.06 billion for the financial year 2014, and $46.88 billion in 2020. It had a market
capitalization of $121.13 billion as of April 2022.xxxi
AB InBev had profit from operations of $15.11 billion for the financial year 2014, and $9.62 billion in 2020.
AB InBev had profit of $11.30 billion for the financial year 2014, and $3.81 billion in 2020.
Note: All financial data is taken from the latest full year annual report published in 2021.
Heineken N.V.
Company Overview
Heineken N.V. is a brewing company that offers beers, ciders, soft drinks and water. It operates in Europe;
Americas; Africa; Middle East; and Asia Pacific. The company was founded in 1864 and has around 85,853
employees. Heineken is headquartered in Amsterdam, the Netherlands.xxxii
The company is primarily engaged in the sale of products such as beers, soft drinks and ciders under the
various brand names including Heineken, Tiger Beer, Zagorka, Strongbow and Amstel. In 2019, the company
brewed 241.4 million hectoliters of beers and operates 165 breweries, malteries and cider plants in more than
70 countries.xxxiii
The chart and table below show the financial performance of Heineken during 2014 – 2o20 (most recent full
financial year of results at time of publication).
Net (loss) income 2.02 2.53 2.05 2.54 2.49 2.80 -0.10
Heineken had revenue of $22.74 billion for the financial year 2014, and $28.07 billion in 2020. It had a market
capitalization of $55.11 billion as of April 2022.xxxvi
Heineken had operating income of $2.88 billion for the financial year 2014, and $0.92 billion in 2020.
Heineken had net income of $2.02 billion for the financial year 2014 and net loss of $0.10 billion in 2020.
Note: All financial data is taken from the latest full year annual report published in 2021.
Diageo plc
Company Overview
Diageo plc is a multinational alcoholic beverages company that produces and markets alcoholic beverages.
The company employs around 30,000 people worldwide and serves customers in approximately 180
countries. Diageo was founded in 1997 and is headquartered in London, the UK.
The Spirits division manufactures and markets a wide range of spirits worldwide. This division has 29 Scotch
whisky distilleries in Scotland, two whiskey distilleries in Canada, and two distilleries in the US.
The Beer division manufactures and sells beer under the brand names Guinness, Guinness Blonde, Kilkenny
and Harp. This division has brewing facility in Dublin, Ireland.
The Ready to Drink division manufactures ready to drink products in the UK, Italy, Africa, Australia, the US,
and Canada.
The chart and table below show the financial performance of Diageo during 2014 – 2o20 (most recent full
financial year of results at time of publication).
Profit for the year 2.91 2.79 3.27 3.71 3.94 1.72 3.31
Diageo had revenue of $12.68 billion for the financial year 2014, and $15.01 billion in 2020. It had a market
capitalization of $117.36 billion as of April 2022.xxxix
Diageo had operating profit of $3.30 billion for the financial year 2014, and $4.41 billion in 2020.
Diageo had profit of $2.91 billion for the financial year 2014 and $3.31 billion in 2020.
Note: All financial data is taken from the latest full year annual report published in 2021.
Appendix
Market Data Sources
Table 7: Alcoholic - Beverages Market Data Sources
Source URL
The alcoholic beverages market consists of sales of ales, lagers, stouts & porters, malts, still wine, sparkling
wine, cognac, armagnac, whiskey, vodka, rum, tequila, gin, and other alcoholic beverages. The companies in
the alcoholic beverages industry process raw materials into alcoholic beverages, package and distribute them
through various distribution channels to both on-trade and off-trade establishments. Values in this market
are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods,
whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or
directly to end customers. The value of goods in this market includes related services sold by the creators of
the goods. The alcoholic beverages market is segmented into beer; wine and brandy, and spirits.
The market value is defined as the revenues that enterprises gain from goods and/or services sold within the
specified market and geography through sales, grants, or donations in terms of currency (in USD ($) unless
otherwise specified).
The revenues for a specified geography are consumption values – that is, they are revenues generated by
organizations in the specified geography within the specified market, irrespective of where they are
produced. It does not include revenues from resales either further along the supply chain or as part of other
products.
Beer-Beer is an alcoholic beverage that is brewed and fermented from malted barley.
The beer market consists of sales of brown ale, golden ale, pale ale, dark lager, pale lager, irish stout, sweet
stout, english porter, american porter, caramelized malt, roasted malt, and other beer. The companies in the
alcoholic beverages industry process raw materials into alcoholic beverages, package and distribute them
through various distribution channels to both on-trade and off-trade establishments. Values in this market
are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods,
whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or
directly to end customers. The value of goods in this market includes related services sold by the creators of
the goods. The beer market is segmented into ales; lagers; stouts & porters and malts.
The market value is defined as the revenues that enterprises gain from goods and/or services sold within the
specified market and geography through sales, grants, or donations in terms of currency (in USD ($) unless
otherwise specified).
The revenues for a specified geography are consumption values – that is, they are revenues generated by
organizations in the specified geography within the specified market, irrespective of where they are
produced. It does not include revenues from resales either further along the supply chain or as part of other
products.
Spirits-Spirits are distilled alcoholic beverages made from a grain or fruit/vegetable-derived sugar that’s
fermented and distilled.
The spirits market consists of sales of irish whiskey, american whiskey, canadian whiskey, scotch whiskey,
flavored vodka, non-flavored vodka, light rum, dark rum, golden rum, spiced rum, black rum, reposado
tequila, blanco tequila, anejo tequila, old tom gin, london dry gin, plymouth gin, fruit spirits, honey spirits,
ouzo, and other spirits. The companies in the distilleries industry process raw materials into potable liquors,
ethyl alcohol, grain alcohol and spirits, package and distribute them through various distribution channels to
both on-trade and off-trade establishments. Values in this market are ‘factory gate’ values, that is the value of
goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream
manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this
market includes related services sold by the creators of the goods. The spirits market is segmented into
whiskey; vodka; rum; tequila; gin and other spirits.
The market value is defined as the revenues that enterprises gain from goods and/or services sold within the
specified market and geography through sales, grants, or donations in terms of currency (in USD ($) unless
otherwise specified).
The revenues for a specified geography are consumption values – that is, they are revenues generated by
organizations in the specified geography within the specified market, irrespective of where they are
produced. It does not include revenues from resales either further along the supply chain or as part of other
products.
Wine And Brandy-Wine is an alcoholic drink made from the fermented juice of grapes. Brandy is a strong
alcoholic beverage made from distilled wine.
The wine and brandy market consists of sales of champagne, alcoholic cider, fortified wines, ice wines,
sparkling wines, vermouth, very special cognac, very special old pale cognac, extra old cognac, very special
armagnac, very special old pale armagnac, extra old armagnac, and other wine and brandy. The companies in
the wineries industry process raw materials into wines, brandies, ciders and fortified wines, package and
distribute them through various distribution channels to both on-trade and off-trade establishments. Values
in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the
goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and
retailers) or directly to end customers. The value of goods in this market includes related services sold by the
creators of the goods. The wine and brandy market is segmented into wine and brandy.
The market value is defined as the revenues that enterprises gain from goods and/or services sold within the
specified market and geography through sales, grants, or donations in terms of currency (in USD ($) unless
otherwise specified).
The revenues for a specified geography are consumption values – that is, they are revenues generated by
organizations in the specified geography within the specified market, irrespective of where they are
produced. It does not include revenues from resales either further along the supply chain or as part of other
products.
Note on COVID-19: The effect of the coronavirus pandemic has led to forecasts in many markets being
altered away from long term historic trends based on the impact of COVID on specific markets and
geographies. Historic trend data continues to be used to forecast the longer-term development of these
markets.
Research Methodology
The Business Research Company’s reports are based on the methodology below.
Data
Our datasets are created using a wide range of proprietary and public sources including leading government
bodies, associations, trade journals, market intelligence reports and trade magazines. Data is modelled based
on hard data, extrapolation, regression analysis based on known macro data inputs, interpolation between
hard figures, comparisons with other geographies and markets, price estimations, and qualitative inputs.
Data is triangulated within our unique market data model covering an exhaustive list of 200+ markets across
12 countries and 5 regions. Comparable data is used for sanity check and trend analysis. For example our
global market value data is compared to unit sales and price data for the relevant market as well as relevant
macro-economic datasets in order to establish validity.
Market Numbers-
Market value is defined as the revenues earned by organizations for products and services within the specified
market. The break down by geography is revenue generated within the specific industry by organizations in
the specified geography, irrespective of where they are produced.
The competitor market share data is intended to represent the companies that gain the most revenues from
the given market and the percentage share of the market that they hold. If a company derives most of its
revenues from the market, its revenues are given in full. If a large part of the company's revenues come from
other markets, only the division of the company which operates in this market is included. Where accurate
information is not available on the revenues a company generates from the market its market share is not
included, however a profile of the company may still be included if it is a significant competitor in the market.
Analysis
Analysis is drawn from our Consultants’ wide range of industry and research experience as well as public and
proprietary sources. Consultants are trained in research techniques and ethics by the Market Research
Society.
Every year The Business Research Company carries out thousands of interviews with senior executives and
industry experts across hundreds of markets. Through these interviews we develop our internal
understanding of markets and geographies and cross reference our understanding of global markets with
expert feedback utilizing ‘Delphic’ research methodologies.
Referencing
The Business Research Company prides itself on the quality and validity of its data and analysis. Our unique
‘end noted’ referencing approach allows the user to trace our market numbers and analysis back to the
specific data sources they were derived from.
Note on Currency Conversions – All currency conversions are done on the basis of 2021 exchange rates.
Abbreviations
Currencies
$ stands for US Dollar
Research Inquiries
If you have any inquiries relating the research services, please do not hesitate to get in touch.
Please contact info@tbrc.info for more information or call Europe +44 2071930708, Asia +91 8897263534,
Americas +1 3156230293
i
https://www.boundless.com/microbiology/textbooks/boundless-microbiology-textbook/industrial-microbiology-17/the-
microbiology-of-food-201/wine-beer-and-alcohol-1008-11101/
ii
http://www.fao.org/Wairdocs/X5434E/x5434e0b.htm
iii
https://www.mydrinkbeverages.com/key-trends-shaping-alcohol-industry-in-2017
iv
https://www.forbes.com/sites/katedingwall/2021/12/22/alcohol-e-commerce-expected-to-reach-42-billion-by-
2025/?sh=7dd6ed891a3d
v
http://www.businessinsider.in/The-liquor-industry-is-experiencing-3-seismic-changes/articleshow/51161614.cms
vi
https://www.beveragemedia.com/2013/08/22/meet-the-hybrids/
vii
https://www.coca-colacompany.com/news/fresca-mixed-north-america-launch
viii
http://wineandcraftbeveragenews.com/new-filter-technology-helps-make-wine-production-more-efficient/
ix
http://www.brewer-world.com/2017/05/24/beer-crossflow-filtration-craft-breweries/
x
https://wineindustryadvisor.com/2019/05/13/advanced-membrane-filtration
xi
https://www.prnewswire.com/news-releases/on-the-rocks-premium-cocktails-expands-ready-to-serve-portfolio-with-
introduction-of-limited-edition-manhattan-301434121.html
xii
https://www.globenewswire.com/news-release/2021/11/15/2333778/0/en/HEINEKEN-intends-to-acquire-control-of-
Distell-and-Namibia-Breweries-to-create-a-regional-beverage-champion-for-Southern-Africa.html
xiii
https://www.brewersassociation.org/press-releases/brewers-association-releases-annual-craft-brewing-industry-
production-report-and-top-50-producing-craft-brewing-companies-for-2021/
xiv
https://pourmybeer.com/rise-of-self-serve-beer/
xv
http://drinkingage.procon.org/view.resource.php?resourceID=004294
xvi
https://www.diffordsguide.com/encyclopedia/499/bws/alcohol-advertising-and-dark-markets
xvii
https://www.foodmanufacture.co.uk/Article/2018/01/26/Skills-crisis-highlighted-by-latest-research
xviii
https://www.theguardian.com/science/sifting-the-evidence/2016/may/20/plain-standardised-cigarette-packaging-
has-arrived-but-will-it-reduce-smoking
xix
http://www.economist.com/blogs/graphicdetail/2015/08/daily-chart-growth-areas
xx
https://www.beveragedaily.com/Article/2019/04/26/Why-there-s-a-resurgence-in-RTD-alcohol
xxi
https://tandobeverage.com/beverage-trends/
xxii
https://www.imf.org/en/Publications/WEO
xxiii
https://news.bloombergtax.com/daily-tax-report-international/tax-changes-in-malaysias-2022-budget
xxiv
https://www.malaymail.com/news/malaysia/2019/08/02/are-you-paying-the-sugar-tax-for-your-favourite-drink-find-
out-here/1776956
xxv
https://www.healthline.com/health/alcohol/effects-on-body#2
xxvi
https://www.ab-inbev.com/content/dam/abinbev/news-media/press-releases/2021/02/AR_210325%20AB-
INVEB_AR%202020-US.pdf
xxvii
https://www.ab-inbev.com/our-brands.html
xxviii
https://www.ab-inbev.com/content/dam/abinbev/news-media/press-releases/2021/02/AR_210325%20AB-
INVEB_AR%202020-US.pdf
xxix
https://www.ab-inbev.com/content/dam/abinbev/news-media/press-releases/2021/02/AR_210325%20AB-
INVEB_AR%202020-US.pdf
xxx
https://investors.boozallen.com/static-files/a73617e8-aab1-4c0c-80e3-eca932ae65ab
xxxi
https://finance.yahoo.com/quote/ABI.BR/
xxxii
https://www.theheinekencompany.com/sites/theheinekencompany/files/Investors/financial-information/results-
reports-presentations/heineken-nv-annual-report-2020.pdf
xxxiii
https://www.theheinekencompany.com/sites/theheinekencompany/files/Investors/financial-information/results-
reports-presentations/heineken-nv-annual-report-2020.pdf
xxxiv
https://www.theheinekencompany.com/sites/theheinekencompany/files/Investors/financial-information/results-
reports-presentations/heineken-nv-annual-report-2020.pdf
xxxv
https://www.theheinekencompany.com/sites/theheinekencompany/files/Investors/financial-information/results-
reports-presentations/heineken-nv-annual-report-2020.pdf
xxxvi
https://finance.yahoo.com/quote/heia.as?ltr=1
xxxvii
https://www.diageo.com/PR1346/aws/media/7948/b3801-000797_diageo_ar2019.pdf
xxxviii
https://www.diageo.com/PR1346/aws/media/7948/b3801-000797_diageo_ar2019.pdf
xxxix
https://finance.yahoo.com/quote/DEO/