Marktanalyse - Beer in Greece

Although the economic crisis certainly took its toll on beer, this was amongst the least affected categories, benefiting from consumers trading down from spirits both in the off and on-trade channels. Tax hikes did not have such a big impact on retail prices due to the low alcohol content, and all players utilised extensive promotions in supermarkets in order to maintain sales, which made beer the most affordable alcoholic beverage.

Euromonitor International's Beer in Greece report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2007-2011), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2016 illustrate how the market is set to change.

Product coverage: Dark Beer, Lager, Lager by Origin, Low/Non- Alcohol Beer, Stout.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beer market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

BEER IN GREECE

Euromonitor International

May 2012



LIST OF CONTENTS AND TABLES



Headlines

Trends

Production, Imports and Exports

Competitive Landscape

Prospects

Category Background

Lager Price Band Methodology

Summary 1 Lager by Price Band 2011

Category Data

Table 1 Sales of Beer by Category: Total Volume 2006-2011

Table 2 Sales of Beer by Category: Total Value 2006-2011

Table 3 Sales of Beer by Category: % Total Volume Growth 2006-2011

Table 4 Sales of Beer by Category: % Total Value Growth 2006-2011

Table 5 Sales of Beer by On-trade vs Off-trade Split: Volume 2006-2011

Table 6 Sales of Beer by On-trade vs Off-trade Split: Value 2006-2011

Table 7 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2006-2011

Table 8 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2006-2011

Table 9 Beer: Production, Imports and Exports: Total Volume 2005-2010

Table 10 Beer Imports by Country of Origin: Total Volume 2005-2010

Table 11 Beer Imports by Country of Origin: Total Value 2005-2010

Table 12 Beer Exports by Country of Destination: Total Volume 2005-2010

Table 13 Beer Exports by Country of Destination: Total Value 2005-2010

Table 14 Company Shares of Beer by National Brand Owner 2007-2011

Table 15 Company Shares of Beer by Global Brand Owner 2007-2011

Table 16 Brand Shares of Beer 2008-2011

Table 17 Forecast Sales of Beer by Category: Total Volume 2011-2016

Table 18 Forecast Sales of Beer by Category: Total Value 2011-2016

Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2011-2016

Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2011-2016

Amvyx SA in Alcoholic Drinks (greece)

Strategic Direction

Key Facts

Summary 2 Amvyx SA: Key Facts

Summary 3 Amvyx SA: Operational Indicators

Company Background

Production

Competitive Positioning

Summary 4 Amvyx SA: Competitive Position 2011

Athenian Brewery SA in Alcoholic Drinks (greece)

Strategic Direction

Key Facts

Summary 5 Athenian Brewery SA: Key Facts

Summary 6 Athenian Brewery SA: Operational Indicators

Company Background

Production

Competitive Positioning

Summary 7 Athenian Brewery SA: Competitive Position 2011

Mythos Brewery SA in Alcoholic Drinks (greece)

Strategic Direction

Key Facts

Summary 8 Mythos Brewery SA: Key Facts

Summary 9 Mythos Brewery SA: Operational Indicators

Company Background

Production

Competitive Positioning

Summary 10 Mythos Brewery SA: Competitive Position 2011

Executive Summary

Economic Crisis Leads To Steep Declines

Consumer Preferences Change Along With Squeezing Disposable Incomes

Athenian Brewery Continues To Lead Sales of Alcoholic Drinks

Supermarkets and Discounters Benefit From the Crisis

A Gloomy Future Is Expected for Alcoholic Drinks

Key Trends and Developments

Back-to-roots: Local Products on the Rise in Context of the Recession

Shrinking Disposable Incomes Spearhead At-home Consumption

Tax Hikes Hit the Off-trade Channel

Rtds/high-strength Premixes and Sparkling Wine in the Spotlight in Terms of New Product Development

Summary 11 Key New Product Developments 2010-2011

Specialist Retailers Lose Ground To Supermarkets and Hypermarkets

Market Merger and Acquisition Activity

Summary 12 Merger and Acquisition Activity 2010-2011

Market Background

Legislation

Table 21 Number of On-trade Establishments by Type 2006-2010

Taxation and Duty Levies

Table 22 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2011

Table 23 Selling Margin of a Typical Beer Brand 2011

Table 24 Selling Margin of a Typical Wine Brand 2011

Table 25 Selling Margin of a Typical Spirits Brand 2011

Operating Environment

Contraband/parallel Trade

Market Indicators

Table 26 Retail Consumer Expenditure on Alcoholic Drinks 2006-2011

Market Data

Table 27 Sales of Alcoholic Drinks by Category: Total Volume 2006-2011

Table 28 Sales of Alcoholic Drinks by Category: Total Value 2006-2011

Table 29 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2006-2011

Table 30 Sales of Alcoholic Drinks by Category: % Total Value Growth 2006-2011

Table 31 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Volume 2011

Table 32 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Value 2011

Table 33 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Volume 2011

Table 34 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Value 2011

Table 35 Company Shares of Alcoholic Drinks by Global Brand Owner 2007-2011

Table 36 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006-2011

Table 37 Off-trade Sales of Alcoholic Drinks by Category and Distribution Format: % Volume Analysis 2011

Table 38 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2011-2016

Table 39 Forecast Sales of Alcoholic Drinks by Category: Total Value 2011-2016

Table 40 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2011-2016

Table 41 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2011-2016

Definitions

Published Data Comparisons

Summary 13 Research Sources

• The Packaging of Retail Alcoholic Drinks in New Zealand, 2007 to 2017
• The Packaging of Retail Alcoholic Drinks in Peru, 2007 to 2017
• Database of Beer, Wine and Liquor Stores in Australia
• Database of Beer, Wine and Liquor Stores in Belgium
• Database of Beer, Wine and Liquor Stores in Brazil
• Database of Beer, Wine and Liquor Stores in Canada
• Database of Beer, Wine and Liquor Stores in China
• Database of Beer, Wine and Liquor Stores in France
• Database of Beer, Wine and Liquor Stores in Germany
• Database of Beer, Wine and Liquor Stores in Hong Kong
• Database of Beer, Wine and Liquor Stores in India
• Database of Beer, Wine and Liquor Stores in Ireland
• Database of Beer, Wine and Liquor Stores in Israel
• Database of Beer, Wine and Liquor Stores in Italy
• Database of Beer, Wine and Liquor Stores in Japan
• Database of Beer, Wine and Liquor Stores in Mexico
• Database of Beer, Wine and Liquor Stores in Netherlands
• Database of Beer, Wine and Liquor Stores in Poland
• Database of Beer, Wine and Liquor Stores in Russia
• Database of Beer, Wine and Liquor Stores in Singapore