Project: Beer Industry

Targeted Company: Constellation Brands

BEER INDUSTRY: A BRIEF OVERVIEW

GlobalData valued the beer industry to stand at a global value of US$595.6 billion in 2020, reflecting a forecasted year-on-year
(YoY) decline of 5% between 2019 and 2020. This is in stark contrast to a baseline growth of 3.2% expected over the same period,
which suggested continued robust growth before COVID-19. While this is distressing for the industry, it has knock-on effects on
the ancillary segments as well, especially farmers and the entire supply chain ecosystem with barley malt suppliers and logistics
partners, leading to a loss in revenue opportunities, jobs and impacting the overall economy at large.

The primary reasons identified as below-

• World Health Organisation (WHO) associating the consumption of alcohol to weakening of immunity

• Increased the prices because of Covid-cess- between 10 and 75 percent

• Beer’s brand-image embodies itself with social-gatherings and outdoors which proved to be destructive because of the pandemic

• The industry is still adapting to omni-channel route, primarily eCommerce where in U.S. alone it saw a growth of 234% from
2019 to 2020