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Alcoholic - Beverages Global

Market Competitor Briefing


2023

The Business Research Company

February 2023

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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

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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

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Alcoholic - Beverages Market


Characteristics
An alcoholic beverage is a potable liquid that contains ethanol which is prepared by fermenting fruits, grains,
and others.

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.

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 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.

 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

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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

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Alcoholic - Beverages Market Trends And


Strategies
Major trends shaping the alcoholic- beverages market include the following –

Rise Of Alcohol Ecommerce Market


Many alcoholic beverage companies are increasing their customer base through e-commerce platforms. The
increasing use of internet and ecommerce platforms among consumers facilitates online alcoholic drink sales
and also gives companies access to new markets without heavy investment in distribution channels.iii
According to new research by IWSR Drinks Market Analysis, US findings showed that beverage alcohol e-
commerce sales are expected to reach more than $42 billion across key markets by 2025; a growth of +66%. A
quarter of global drinkers are now ordering online.iv . China was the leader in alcohol ecommerce, with 27% of
the consumers purchasing alcohol over the internet. Some companies such as Pernod Ricard, a French
distilled beverage manufacturing company, has its own digital platform for selling alcohol in the UK and
France, and is utilizing relationships with ecommerce giants such as Amazon to further increase salesv.

Alcoholic beverage manufacturers should consider collaborating with e-commerce platforms to increase sales.

Ready-To-Mix Hybrid Beverages


Alcoholic beverages are now offering ready-to-mix hybrid beverages to cater to changing consumer tastes
and preferences. Hybrid beverages are a blend of alcoholic drinks from multiple beverage categories. They
are prepared by using unique flavor combinations, ingredients and production methods from multiple drinks.
For example, producing spirits or beers in a wine barrel to give them a distinct taste. Hybrid beverages are
particularly evident in the spirit category, with products such as beer mixed with rum and tea mixed with
vodka. Some of the popular hybrid beverages in the market include Malibu Red (rum and tequila), Kahlua
Midnight (rum and Kahlua) and Absolut Tune (vodka and sparkling wine). vi For example, in 2022, Coca-Cola
signed brand authorization agreement with Constellation Brands Inc. to launch FRESCA Mixed, a line of full
flavored, spirit based ready to drink cocktails in US.vii

Alcoholic beverage manufacturers should experiment with different production methods and ingredients to offer
new ready-to-mix hybrid beverages to experience-driven drinkers.

Advanced Filters For Wine And Beer Production


Breweries and wineries are using advanced filtration technologies such as lenticular filtration and cross-flow
filtration to enhance production efficiency. A lenticular filter has a series of filtration modules with
backwashing capabilities. Cross-flow filters make use of hollow fiber membranes in a circulation loop. These
new filter systems have a higher microbial safety, produce better quality wine and have lower costs than the
traditional kieselguhr filters viii.For example, large-scale cross-flow filter installations at Carlsberg and Kolner
Verbund Breweries have resulted in significant reduction of beer losses as compared to kieselguhr filtration
systems. ix Further, in 2019, Koch Membrane Systems launched advanced cross flow micro-filtration systems
that help in recovery of high-quality juice and wine.x

Wine and beer manufacturing companies should use advanced filtration systems to improve production
efficiency.

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Rise In Ready-Mixed Cocktails


Alcoholic beverage are offering ready-mixed or ready-to-drink cocktails to enhance drinking experience for
consumers. These ready-mixed cocktails are pre-mixed bottled and pre-batched drinks produced by mixing
wine or spirits with fruit juices. Ready mixed drinks include margaritas, martinis, whiskey and vodka-based
drinks, packaged in cans and bottles. Ready-to-drink beverages are often packaged in such a way so that they
resemble other alcoholic drinks. For example, Jack Daniel’s pre-mixed whiskey-colas, packaged in beer-like
cans and Nola’s Vodka Spritzers are available in tall, elongated bottles, which look just like a light wine.
Ready-mixed cocktails are widely popular in Europe. Further, in 2021, On the Rocks Premium Cocktails, the
ready to serve cocktail brand launched its latest pre missed crafted cocktail, The Manhattan, the premium
natural ingredients and high-quality spirit-based infusions.xi Major ready mixed cocktails brands include Jose
Cuervo RTD, Jack Daniel’s Country Cocktails, Chi-Chi’s, Bacardi Party, Kahlua Drinks To Go, BuzzBallz,
Captain Morgan Prepared Cocktails and Malibu Prepared Cocktails.

Alcoholic beverage companies should consider offering ready-mixed cocktail drinks to provide a convenient and
enhanced drinking experience to consumers.

Increase In M&A Activity


The alcoholic beverages market is witnessing increasing number of mergers and acquisitions as companies
look to increase market share and revenues. Due to high merger and acquisition activity in the USA spirits
market, the top seven spirits manufacturers account for 60% of the market. For instance, in 2021, HEINEKEN
acquired control of Distell and Namibia Breweries for $2.44 billion. The acquisition aims at creating regional
beverage champion and capture significant market opportunities in Southern Africa.xii

Large alcoholic beverage should consider acquiring smaller companies to increase the share in the market.

Rising Demand For Craft Beer


Changing consumer tastes and the demand for variety has resulted in increased consumption of craft beer.
Craft beer refers to beers of different flavors brewed in small breweries in small batches unlike large
companies that offer a standard product. Craft breweries may serve customers on their premises or sell
packaged brewed beer. For example, in 2021, small and independent brewers collectively produced 24.8
million barrels of beer, increasing craft beer’s overall beer market share by volume to 13.1%, up from 12.2% in
2020.xiii

Breweries should consider offering craft beer variants to customers to benefit from the increasing demand.

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Self-Serve Beer Bars


Advancements in automation technology and the need to improve customer experience in crowded bars has
increased the demand for self-serve beer bars. Self-serve beer bars have taps arranged along a wall with
touch screens and card readers. Customers can choose from various options using the touch screen, make
payments using plastic RFID cards and dispense beer from taps into mugs. Self-serve beer bars help avoid the
struggle to order drinks in overcrowded bars. For instance, the PourMyBeer system allows customers to serve
themselves using interactive touch screens and taps installed on walls. As of February 2019, the system has
been installed in 184 locations in the USA and another 45 locations internationally. Table Tap is another such
company offering self-serve beer walls under the trademark WallTender.xiv

Breweries should consider investing in self-serve beer systems to improve customer experience and profit
margins.

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Alcoholic - Beverages Market Historic


Growth
Global alcoholic - beverages market was worth $530.9 billion in 2022. It was the fifth largest segment within
the food and beverages market accounting for 7.8%. In terms of per capita consumption, the market was
$68.0 and in terms of global GDP, the market was 0.49%. Alcoholic - beverages was the fifth largest segment
within the food and beverages market accounting for 7.8% preceded and followed by non alcoholic -
beverages at 8.2% and other foods products at 6.8% respectively.

The chart and table below show the year-on-year growth of the global alcoholic - beverages market during
2017-2022.

Figure 1: Global Alcoholic - Beverages Market, Historic Market Size, 2017-2022, $


Billion

The Business Research Company


Sources: Market Data Sources, TBRC Estimates, TBRC Analysis

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Alcoholic - Beverages Global Market Competitor Briefing 2023 P A G E | 11

Table 1: Global Alcoholic - Beverages Market, Historic Market Size, 2017-2022, $


Billion
Market 2017 2018 2019 2020 2021 2022 CAGR

Alcoholic - 414.78 447.31 466.6 435.75 478.78 530.99 5.06%


Beverages
The Business Research Company
Sources: Market Data Sources, TBRC Estimates, TBRC Analysis

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%.

Drivers Of The Market


Rise In Disposable Income–The alcoholic - beverages market was driven by the rise in disposable income
levels in the majority of countries in the historic period. For instance, per capita net disposable income in
India increased from $1,502.7 in 2014 to $2,018.5 in 2017. Rise in per capita net disposable income led
customers to increase their spending food and beverages including eating out with friends and family, which
in turn boosted the demand for alcoholic - beverages, driving the market in the historic period.

Restraints On The Market


Stringent Regulations –Strict government laws and regulations in some countries had a negative impact on
the alcoholic-beverages market in the historic period. Rules and restrictions surrounding serving of alcohol
differ from country to country. For example, the Minimum Legal Drinking Age (MLDA) is a country-specific
law that specifies the legal age at which an individual is allowed to consume liquor. This number varied
between countries and jurisdictions, for instance. It is 16 in Germany and 21 in countries such as the USA,
Oman and Sri Lanka. In many parts of the world, alcohol is banned and its consumption is a criminal offence.
Such countries include Afghanistan, the Maldives, Iran and Libyaxv. Similarly, advertising alcohol was banned
in many countries, such as Russia, India, South Africa and Ukrainexvi. These stringent regulations hampered
the growth of the alcoholic - beverages market, as they significantly reduced the consumer base and
increased compliance costs.

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

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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.

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Alcoholic - Beverages Market Forecast


Growth
The chart and table below show the year-on-year growth of the global alcoholic - beverages market during
2022-2027.

Figure 2: Global Alcoholic - Beverages Market, Forecast Market Size, 2022-2027, $


Billion

The Business Research Company


Sources: Market Data Sources, TBRC Estimates, TBRC Analysis

Table 2: Global Alcoholic - Beverages Market, Forecast Market Size, 2022-2027, $


Billion
Market 2022 2023 2024 2025 2026 2027 CAGR

Alcoholic - 530.99 569.71 607.1 646.11 687.51 731.96 6.63%


Beverages
The Business Research Company
Sources: Market Data Sources, TBRC Estimates, TBRC Analysis

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%.

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Alcoholic - Beverages Global Market Competitor Briefing 2023 P A G E | 14

Drivers Of The Market


Rising Population – World population is growing and is expected to reach 10 billion by 2050xix. increase in
population creates more demand for alcoholic-beverages. Crop production, farming activities and trade
volumes will have to increase in order to meet increased population. Therefore, companies in this market are
expected to benefit from rising demand for alcoholic - beverages products due to rising population, during
the forecast period.

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

Restraints On The Market


Tax Increases – Taxing unhealthy foods and drinks and restricting the branding and advertising of alcoholic
beverages is being actively considered by many countries. There has already been an increase in taxes on
‘unhealthy’ food and drinks by the Danish, Mexican and Hungarian governments. In 2019, Malaysia
introduced a "sugar tax" of 40 sen per litre on drinks containing sugar above a set limit. Similarly, from 2022,
2% withholding tax will be imposed on monetary payments made by companies to their authorized agents,
dealers or distributors, arising from sales.xxiii These changes are likely to create major restraints for the
alcoholic beverages manufacturing companies especially for those multinational organizations which are
exposed to different tax regimes across varied geographies and countries. xxiv

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

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Alcoholic - Beverages Global Market Competitor Briefing 2023 P A G E | 15

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.

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Alcoholic - Beverages Market


Competitive Landscape
The figure below displays competitor shares of the top companies in the alcoholic - beverages market. The
market for alcoholic - beverages is highly fragmented. The top ten competitors in the alcoholic - beverages
market made up 27.48% of the total market in 2022. Major players in the market are Anheuser-Busch InBev
sa/nv, Heineken N.V., Diageo plc, Asahi Group Holdings Ltd, Pernod Ricard.

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%.

Figure 3: Global Alcoholic - Beverages Key Competitor Estimated Market Shares,


2022, Percentage (%)

The Business Research Company


Sources: Market Data Sources, TBRC Estimates, TBRC Analysis

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Table 3: Global Alcoholic - Beverages Market, Key Competitors Estimated Market


Shares, 2022, Percentage (%)
Company Market Share Revenue ($ Billion)

Anheuser-Busch InBev sa/nv 10.04% $53.31

Heineken N.V. 2.64% $14.04

Diageo plc 2.63% $13.96

Asahi Group Holdings Ltd 2.21% $11.72

Pernod Ricard 1.96% $10.42

The Molson Coors Brewing 1.94% $10.28


Company
Constellation Brands 1.62% $8.61

Carlsberg Breweries Group 1.57% $8.35

kirin holdings co ltd 1.53% $8.12

Suntory Holdings Limited 1.34% $7.11

Others 72.52% $385.07

The Business Research Company


Sources: Market Data Sources, TBRC Estimates, TBRC Analysis

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.

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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


Company Overview

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

AB InBev Offers Products And Services Across Industries

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

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AB InBev Financial Performance

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).

Figure 4: AB InBev – Financial Performance, $ Billion

The Business Research Company


Most recent financial year 1st January 2020 to 31st December 2020.
Sources: Annual Reportsxxix, TBRC Estimates, TBRC Analysis

Table 4: AB InBev – Financial Performance, $ Billion


Year 2014 2015 2016 2017 2018 2019 2020

Revenue 47.06 43.60 45.52 56.44 54.62 52.33 46.88

Profit from operations 15.11 13.90 12.88 17.15 17.11 16.10 9.62

Profit 11.30 9.87 2.77 9.18 5.69 8.09 3.81

The Business Research Company


Sources: Annual Reportsxxx, TBRC Estimates, TBRC Analysis

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.

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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

Heineken Offers Products And Services Across Industries

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

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Heineken Financial Performance

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).

Figure 5: Heineken – Financial Performance, $ Billion

The Business Research Company


Most recent financial year 1st January 2020 to 31st December 2020.
Sources: Annual Reportsxxxiv, TBRC Estimates, TBRC Analysis

Table 5: Heineken – Financial Performance, $ Billion


Year 2014 2015 2016 2017 2018 2019 2020

Revenue 22.74 24.22 24.56 25.85 31.66 33.68 28.07

Operating income 2.88 3.35 2.85 3.43 3.69 4.29 0.92

Net (loss) income 2.02 2.53 2.05 2.54 2.49 2.80 -0.10

The Business Research Company


Sources: Annual Reportsxxxv, TBRC Estimates, TBRC Analysis

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.

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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.

Diageo Offers Products And Services Across Industries

The company operates through the following business divisions:

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.

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Diageo Financial Performance

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).

Figure 6: Diageo – Financial Performance, $ Billion

The Business Research Company


Most recent financial year 1st January 2020 to 31st December 2020.
Sources: Annual Reportsxxxvii, TBRC Estimates, TBRC Analysis

Table 6: Diageo – Financial Performance, $ Billion


Year 2014 2015 2016 2017 2018 2019 2020

Revenue 12.68 12.34 14.18 14.31 15.13 13.83 15.01

Operating profit 3.30 3.36 4.20 4.36 4.77 2.52 4.41

Profit for the year 2.91 2.79 3.27 3.71 3.94 1.72 3.31

The Business Research Company


Sources: Annual Reportsxxxviii, TBRC Estimates, TBRC Analysis

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.

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Alcoholic - Beverages Global Market Competitor Briefing 2023 P A G E | 24

Appendix
Market Data Sources
Table 7: Alcoholic - Beverages Market Data Sources
Source URL

National Statistic Offices https://www.indec.gob.ar/; http://www.abs.gov.au/;


https://www.statistik.at/web_en/; https://statbel.fgov.be/en;
https://ww2.ibge.gov.br/home/default.php; http://www.statcan.gc.ca/;
http://www.ine.cl; http://www.stats.gov.cn/english/;
http://www.dane.gov.co/index.php/en/;
http://kostat.go.kr/portal/eng/index.action; https://www.dst.dk/en;
http://www.capmas.gov.eg/?lang=2;
https://www.tilastokeskus.fi/index_en.html; https://www.insee.fr/en/accueil;
https://www.destatis.de/EN/Homepage.html;
https://www.censtatd.gov.hk/home/; http://mospi.nic.in/#;
https://www.bps.go.id/; http://www.cso.ie/en/index.html;
http://www.cbs.gov.il/reader/cw_usr_view_Folder?ID=141;
http://www.istat.it/en/; http://www.stat.go.jp/english/index.htm;
https://www.dosm.gov.my/v1/; http://en.www.inegi.org.mx/;
https://opendata.cbs.nl/statline/#/CBS/en/navigatieScherm/thema?themaNr=5
350; https://www.stats.govt.nz/; http://www.nigerianstat.gov.ng/;
https://www.ssb.no/en/; https://www.inei.gob.pe/; http://psa.gov.ph/;
http://stat.gov.pl/en/;
https://www.ine.pt/xportal/xmain?xpgid=ine_main&xpid=INE;
http://www.insse.ro/cms/en;
http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/en/main/;
https://www.singstat.gov.sg/; https://www.stats.gov.sa;
http://www.statssa.gov.za/; https://www.czso.cz/csu/czso/home;
http://www.ine.es/en/welcome.shtml; http://www.scb.se/en/;
https://www.bfs.admin.ch/bfs/en/home.html; http://web.nso.go.th/;
http://www.turkstat.gov.tr/Start.do;jsessionid=nZhGhvpT3DQ7vWJt3c8HcMJG
XjhyhPNh24yPpJzbnRFKwqHLGWrq!-270508800; http://fcsa.gov.ae/en-us;
https://www.ons.gov.uk/; https://census.gov/; http://www.ine.gov.ve/;
https://www.gso.gov.vn/Default.aspx?tabid=217
Directorate-General of https://ec.europa.eu/eurostat
the European
Commission
World Health https://www.who.int/
Organization
International Monetary https://www.imf.org/external/index.htm
Fund
Organisation for http://www.oecd.org/
Economic Co-operation
and Development
UN Comtrade Database https://comtrade.un.org/

The Business Research Company

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NAICS Definition Of The Industry Covered In This Report


Alcoholic - Beverages-An alcoholic beverage is a potable liquid that contains ethanol which is prepared by
fermenting fruits, grains, and others.

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.

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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.

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Global Outlook Assumptions


Our numbers in all markets reflect the current consensus for the global economic outlook for the next 3-5
years. This includes the positive impact of post pandemic reopening in 22-23, high inflation in the short term,
higher energy prices in the short term and higher interest rate environment in the short term. Note that our
market estimates are 'nominal' and include the impact of inflation, (reflecting actual values paid not their
theoretical worth). The estimates and forecasts for Russia and Ukraine specifically are adjusted for the impact
of war. Due to the unusual economic situation in Russia (including sanctions, currency controls etc) the
market size has been reduced to reflect a truer idea of the USD value rather than the nominal local currency
value.

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.

Competitor Market Share Data

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.

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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.

Verification Through Expert Interviews

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

€ stands for Euro

All other currencies are given with ISO currency codes.

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

The Business Research Company


The Business Research Company excels in competitor, market and consumer research on a range of
industries globally. We have offices in the UK, US and India and consultants in 20+ countries globally. We use
advanced secondary and investigative primary research techniques to find business critical information.
Typical projects include helping clients find new customers, understand competitors and analyze markets.

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Copyright And Disclaimer


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Business Research Pvt Ltd. Any unauthorized use, disclosure or public dissemination of information
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Research Pvt Ltd can accept no liability whatever for actions taken based on any information that may
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opinions, and are not intended as statements of fact or investment guidance.

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

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Alcoholic - Beverages Global Market Competitor Briefing 2023 P A G E | 30

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/

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