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Beer in France

Euromonitor International

July 2019

B E E R I N F R A N C E P a s s p o r t i

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1 Prospects ..................................................................................................................................... 1

Ongoing Positive Performance Expected for Beer.................................................................... 1 Increasing Offer of Craft and Regional Beer ............................................................................. 1 Emergence of New Beers ......................................................................................................... 2

Competitive Landscape ................................................................................................................ 2

Leading Breweries Consolidate Dominance ............................................................................. 2 Regional Players Progress Faster ............................................................................................ 2 Focus on “craft” Phenomenon .................................................................................................. 3

Category Background ................................................................................................................... 3

Lager Price Band Methodology ................................................................................................ 3

Summary 1 Lager by Price Band 2018 ............................................................................ 3 Table 1 Number of Breweries 2013-2018 ................................................................. 3

Category Data .............................................................................................................................. 4

Table 2 Sales of Beer by Category: Total Volume 2013-2018 .................................. 4 Table 3 Sales of Beer by Category: Total Value 2013-2018 ..................................... 4 Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018 .................. 5 Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018 ..................... 5 Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018 ........................ 6 Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018 ........................... 6 Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018 ....... 6 Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018 .......... 6 Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018 ....................... 7 Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018 ....................... 7 Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018 .............................. 8 Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023 ................... 9 Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023 ...................... 9 Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-

2023 ........................................................................................................... 10 Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-

2023 ........................................................................................................... 11

B E E R I N F R A N C E P a s s p o r t 1

BEER IN FRANCE

HEADLINES ▪ Beer records 4% total volume growth in 2018 to reach 2.1 billion litres

▪ In addition to contribution from FIFA World Cup during the warm summer of 2018, beer enjoys

increasingly varied and premium offer for expanding consumer base

▪ Non alcoholic beer posts strongest total volume growth of 23% in 2018

▪ Consumers trade up to premium lager, ale and flavoured/mixed lager in 2018

▪ Heineken Entreprise extends its lead over Brasseries Kronenbourg and InBev France in 2018

in an extremely concentrated competitive landscape

▪ Beer is predicted to record a 2% total volume CAGR over the forecast period

PROSPECTS

Ongoing Positive Performance Expected for Beer

Beer looks set to continue its strong progression over the forecast period. Despite the

success of the French football team during the FIFA World Cup in 2018, which led to strong

volume sales for beer as local consumers enjoyed drinking while watching the matches, beer

continued to have low per capita consumption compared with Western Europe, as France is

traditionally a wine producing country. However, the improved image of beer, trading up and the

category’s success in attracting new consumers other than those watching football could persist

over the forecast period. Beer is increasingly considered a fashionable beverage, even amongst

women, due to an increasing range of exciting offers. To meet both rising demand and offers,

most channels will further dedicate a more important positioning for premium lager.

Hypermarkets, supermarkets and even convenience stores will continue to prioritise beer with

the further expansion of “caves à bières” that was previously the prerogative of specialist stores.

On these shelves, single bottles of ale (33cl or 75cl) are highly profitable, with margins of up to

75% possible.

Increasing Offer of Craft and Regional Beer

A key factor in the continuous demand is the trading up by consumers to premium dark beer,

flavoured/mixed lager and to a lesser extent premium lager. Imported premium dark beer should

continue to experience success and be a source of inspiration for local brewers, mainly Belgian

ale and weissbier/weizen/wheat beer and Anglo-Saxon IPAs. The number of local breweries is

anticipated to increase; in 2018, nearly one new brewery opened every day, placing France third

in the EU in terms of number of brewers. Regional and craft beers are booming across the

country, primarily in areas where producing beer was not a tradition, such as Brittany, the

South-East or even the region of Paris. These small and medium-sized breweries are

capitalising on the sustainable development and attachment of “locavore” consumers, mainly

since such craft beers are increasingly produced with local hops and barley. Furthermore, many

craft brewers are acquiring greater knowledge such as increasingly mastering double or triple

fermentation, and superior materials. However, this is unlikely to benefit the niche of organic

beer, which continues to suffer from a lack of supply – sourcing organic hops and barley is

difficult.

B E E R I N F R A N C E P a s s p o r t 2

Emergence of New Beers

Some beers will be more successful than others, often at the expense of mid-priced and

economy lagers. Paradoxically, sales are likely to be driven by both stronger and lighter beers.

On the one hand, the quality and history of Belgian Abbey-style beers and other high-

fermentation ales should attract a large number of new consumers, while 50cl cans of strong ale

or flavoured/mixed lager could continue to appeal to younger adults of legal drinking age. On the

other hand, non alcoholic beer will forge ahead due to the success of increasingly fruity flavours

from Tourtel Twist by Brasseries Kronenbourg amongst soft drinks consumers, such as women,

sportspersons and young adults. Further impetus will come from Heineken 0.0, which launched

in 2018 and possibly alternatives to non alcoholic lager, such as Leffe 0° - a non-alcoholic ale

which launched in in Belgium at the end of the review period. InBev France already reduced the

level of its Abbey-style beer with Summer Leffe in 2018. Lastly, the trend of “hoppy” beer should

persist, driven by bitter ales and also by more aromatic ales due to the growing trend of

“finishing” in barrels that previously contained spirits such as whiskies or rum. However, experts

predict that a new trend will probably also emerge with sour beer in the short term.

COMPETITIVE LANDSCAPE

Leading Breweries Consolidate Dominance

Beer is the most concentrated category within alcoholic drinks, dominated by three players;

Heineken Entreprise and Brasseries Kronenbourg, which closely compete for the leadership,

followed by InBev France SAS. Heineken Entreprise strengthened its leadership due to its

Heineken brand, which benefited from frequent updates to its packaging design, including metal

beverage cans, in addition to the successful launch of Heineken 0.0 in 2017 and Heineken Wild

Lager in 2018. Affligem further reinforced its penetration in on-trade while Desperados

continued to lead flavoured/mixed lager in 2018.

Brasseries Kronenbourg continued to lose total volume share in 2018. However, Skøll

continued to record strong volume growth in flavoured/mixed lager, Grimbergen gained ground

in dark beer and the astonishing breakthrough of Tourtel Twist continued in non alcoholic beer.

However, eponymous mid-priced lager Kronenbourg continued to decline in total volume terms.

The most dynamic player amongst the big breweries was InBev France: Cubanisto forged

ahead due to the Mojito variant and Leffe, the leading brand in ale, posted double-digit growth

due to new flavours and pack sizes for Leffe Royale and Leffe – for instance Leffe Triple

Fermentation in 44cl metal beverage cans.

Regional Players Progress Faster

The most dynamic players were not multinationals but small and medium-sized players.

Although their output remained marginal in terms of total beer production, local breweries

enjoyed strong regional popularity as French consumers increasingly showed an interest in craft

beer as a way of discovering authentic flavours and supporting local companies. However,

some regional breweries increasingly developed a national vision, beginning with Brasserie

Pietra (included under others) that now has national coverage for its Corsican beer in modern

grocery retailers. Brasserie Coreff (present in all Biocoop organic stores) and Brasserie

Distillerie du Mont-Blanc could continue to perform well with Brasserie de Bretagne and its Britt

brand.

The penetration of premium authentic beers also stems from the quick development of local

distributors such as Difcom La Cave des Pères and International Beers & Beverages, which

specialise in the importation and/or distribution of local, Belgian or Anglo-Saxon ales and

B E E R I N F R A N C E P a s s p o r t 3

premium lagers. These are often the main suppliers to the successful caves à bières in

hypermarkets, supermarkets and beer specialists.

Focus on “craft” Phenomenon

Another major factor in the progression of premium authentic beer in France is the sudden

interest by mainstream global players in the niche of craft beer to further popularise this concept

– while most were previously reluctant or even sceptical. According to experts, AB Inbev seeks

to acquire some regional breweries in France, while Heineken Entreprise is focusing on its

House of Beers subsidiary, which specialises in importing and distributing premium and/or craft

ale and lager.

CATEGORY BACKGROUND

Lager Price Band Methodology

▪ Premium lager accounted for a dominant share of volume and value sales within total lager in

2018 with flavoured/mixed lager considered premium. Typical brands are Heineken and

Kronenbourg 1664 in premium lager and the flavoured/mixed lager brands Desperados, Skøll

and Cubanisto. In the structurally waning mid-priced band, the most typical brand is

Kronenbourg, while economy lager is dominated by private label.

▪ Heineken and Kronenbourg 1664 compete directly within premium lager with strong in-store

promotions and discounts, or indirectly with crossovers into other categories – for instance,

Kronenbourg 1664 in flavoured/mixed lager and weissbier/weizen/wheat beer with an atypical

blue glass bottle, and both Heineken and Kronenbourg 1664 in non alcoholic beer. In

flavoured/mixed lager, the main differentiator is the frequent launch of new flavours, such as

mojito, or limited editions with event packages such as the FuturEdition of Desperados

(augmented reality and street art, visible with an app) in April 2018.

Summary 1 Lager by Price Band 2018

Category Price range per litre

Premium EUR2.45 and above

Mid-priced EUR1.75-2.44

Economy Below EUR1.74

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Note: Price bands for lager are based primarily on price, but positioning and packaging are other factors that are considered in classification

Table 1 Number of Breweries 2013-2018

2013 2014 2015 2016 2017 2018 TOTAL 603 642 760 910 1,090 1,410

Source: Euromonitor International

B E E R I N F R A N C E P a s s p o r t 4

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2013-2018

million litres 2013 2014 2015 2016 2017 2018 Dark Beer 285.7 313.0 345.7 382.9 420.1 470.5 - Ale 245.2 270.5 302.5 339.5 375.8 424.4 - Sorghum - - - - - - - Weissbier/Weizen/ 40.5 42.4 43.2 43.4 44.3 46.1 Wheat Beer Lager 1,540.1 1,554.6 1,568.4 1,568.1 1,575.8 1,590.2 - Flavoured/Mixed Lager 117.0 134.1 156.3 176.7 195.2 219.4 - Standard Lager 1,423.1 1,420.5 1,412.2 1,391.3 1,380.6 1,370.8 -- Premium Lager 672.1 700.2 730.1 746.7 773.8 799.0 --- Domestic Premium 608.0 633.8 658.7 668.9 688.4 705.6 Lager --- Imported Premium 64.1 66.4 71.4 77.8 85.4 93.4 Lager -- Mid-Priced Lager 675.9 648.8 614.4 580.3 545.9 514.9 --- Domestic Mid-Priced 523.5 498.3 468.1 440.3 410.6 384.5 Lager --- Imported Mid-Priced 152.4 150.5 146.4 140.0 135.3 130.4 Lager -- Economy Lager 75.1 71.5 67.7 64.3 61.0 56.8 --- Domestic Economy 75.1 71.5 67.7 64.3 61.0 56.8 Lager --- Imported Economy - - - - - - Lager Non/Low Alcohol Beer 26.6 26.5 31.5 38.2 45.4 55.9 - Low Alcohol Beer - - - - - - - Non Alcoholic Beer 26.6 26.5 31.5 38.2 45.4 55.9 Stout 10.9 10.8 10.7 10.3 9.8 9.6 Beer 1,863.2 1,904.9 1,956.3 1,999.4 2,051.2 2,126.2

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 3 Sales of Beer by Category: Total Value 2013-2018

EUR million 2013 2014 2015 2016 2017 2018 Dark Beer 1,625.6 1,782.2 1,955.6 2,146.2 2,362.1 2,649.9 - Ale 1,308.0 1,451.7 1,619.6 1,807.0 2,014.1 2,284.2 - Sorghum - - - - - - - Weissbier/Weizen/ 317.6 330.5 336.1 339.2 348.0 365.7 Wheat Beer Lager 6,735.3 6,863.3 6,995.2 7,116.7 7,296.5 7,535.2 - Flavoured/Mixed Lager 388.2 437.0 491.8 549.1 607.2 686.8 - Standard Lager 6,347.1 6,426.3 6,503.5 6,567.7 6,689.2 6,848.4 -- Premium Lager 3,744.8 3,858.3 4,003.7 4,134.7 4,313.3 4,517.8 --- Domestic Premium 3,386.4 3,486.4 3,604.7 3,695.9 3,824.3 3,974.5 Lager --- Imported Premium 358.4 371.9 399.0 438.8 489.0 543.3 Lager -- Mid-Priced Lager 2,516.5 2,485.6 2,420.9 2,357.4 2,303.8 2,261.5 --- Domestic Mid-Priced 1,687.2 1,651.9 1,597.0 1,556.1 1,512.9 1,478.9

B E E R I N F R A N C E P a s s p o r t 5

Lager --- Imported Mid-Priced 829.3 833.7 823.9 801.3 790.9 782.6 Lager -- Economy Lager 85.8 82.5 78.9 75.6 72.2 69.1 --- Domestic Economy 85.8 82.5 78.9 75.6 72.2 69.1 Lager --- Imported Economy - - - - - - Lager Non/Low Alcohol Beer 103.4 104.1 118.6 135.9 156.1 183.7 - Low Alcohol Beer - - - - - - - Non Alcoholic Beer 103.4 104.1 118.6 135.9 156.1 183.7 Stout 91.4 90.9 90.7 86.8 82.8 82.3 Beer 8,555.7 8,840.5 9,160.2 9,485.7 9,897.5 10,451.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018

% total volume growth 2017/18 2013-18 CAGR 2013/18 Total Dark Beer 12.0 10.5 64.7 - Ale 12.9 11.6 73.1 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 4.2 2.6 13.9 Lager 0.9 0.6 3.3 - Flavoured/Mixed Lager 12.4 13.4 87.6 - Standard Lager -0.7 -0.7 -3.7 -- Premium Lager 3.3 3.5 18.9 --- Domestic Premium Lager 2.5 3.0 16.1 --- Imported Premium Lager 9.3 7.8 45.7 -- Mid-Priced Lager -5.7 -5.3 -23.8 --- Domestic Mid-Priced Lager -6.3 -6.0 -26.6 --- Imported Mid-Priced Lager -3.6 -3.1 -14.4 -- Economy Lager -6.7 -5.4 -24.3 --- Domestic Economy Lager -6.7 -5.4 -24.3 --- Imported Economy Lager - - - Non/Low Alcohol Beer 23.0 16.0 110.2 - Low Alcohol Beer - - - - Non Alcoholic Beer 23.0 16.0 110.2 Stout -2.1 -2.6 -12.2 Beer 3.7 2.7 14.1

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018

% local currency, current value growth 2017/18 2013-18 CAGR 2013/18 Total Dark Beer 12.2 10.3 63.0 - Ale 13.4 11.8 74.6 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 5.1 2.9 15.2 Lager 3.3 2.3 11.9 - Flavoured/Mixed Lager 13.1 12.1 76.9

B E E R I N F R A N C E P a s s p o r t 6

- Standard Lager 2.4 1.5 7.9 -- Premium Lager 4.7 3.8 20.6 --- Domestic Premium Lager 3.9 3.3 17.4 --- Imported Premium Lager 11.1 8.7 51.6 -- Mid-Priced Lager -1.8 -2.1 -10.1 --- Domestic Mid-Priced Lager -2.2 -2.6 -12.3 --- Imported Mid-Priced Lager -1.0 -1.2 -5.6 -- Economy Lager -4.3 -4.3 -19.5 --- Domestic Economy Lager -4.3 -4.3 -19.5 --- Imported Economy Lager - - - Non/Low Alcohol Beer 17.6 12.2 77.6 - Low Alcohol Beer - - - - Non Alcoholic Beer 17.6 12.2 77.6 Stout -0.7 -2.1 -10.0 Beer 5.6 4.1 22.2

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018

million litres 2013 2014 2015 2016 2017 2018 Off-trade 1,412.4 1,456.9 1,507.4 1,552.4 1,605.3 1,677.3 On-trade 450.9 448.0 449.0 447.1 445.9 448.9 Total 1,863.2 1,904.9 1,956.3 1,999.4 2,051.2 2,126.2

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018

EUR million 2013 2014 2015 2016 2017 2018 Off-trade 3,359.2 3,524.4 3,700.2 3,913.0 4,178.8 4,520.5 On-trade 5,196.4 5,316.2 5,460.0 5,572.7 5,718.7 5,930.5 Total 8,555.7 8,840.5 9,160.2 9,485.7 9,897.5 10,451.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018

% volume growth 2017/18 2013-18 CAGR 2013/18 Total Off-trade 4.5 3.5 18.8 On-trade 0.7 -0.1 -0.4 Total 3.7 2.7 14.1

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018

B E E R I N F R A N C E P a s s p o r t 7

% constant value growth 2017/18 2013-18 CAGR 2013/18 Total Off-trade 8.2 6.1 34.6 On-trade 3.7 2.7 14.1 Total 5.6 4.1 22.2

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018

% total volume Company 2014 2015 2016 2017 2018 Heineken NV 31.9 31.8 32.7 32.9 33.1 Carlsberg A/S 30.3 30.4 30.0 29.5 29.0 Anheuser-Busch InBev NV 11.2 11.6 12.4 13.1 13.8 Swinkels Family Brewers - - - - 1.9 NV Brasserie De Saint-Omer 0.5 0.6 0.7 0.8 1.0 Asahi Group Holdings Ltd - - 0.9 0.9 0.9 Brasserie Meteor SA 0.3 0.3 0.4 0.4 0.4 Brasseries Duyck SA 0.7 0.6 0.5 0.4 0.4 Duvel Moortgat NV 0.2 0.2 0.3 0.3 0.3 Difcom La Cave des 0.1 0.2 0.3 0.3 0.3 Pères SA International Beers & 0.2 0.2 0.2 0.2 0.2 Beverages SA Brasserie Castelain 0.0 0.0 0.1 0.2 0.2 Brasserie de Saint- 0.2 0.2 0.2 0.2 0.2 Sylvestre SA Diageo Plc 0.3 0.3 0.2 0.2 0.2 Abbaye Notre Dame de 0.1 0.1 0.1 0.2 0.2 Scourmont Bitburger Braugruppe GmbH 0.2 0.2 0.2 0.2 0.1 Brasserie Distillerie 0.0 0.0 0.1 0.1 0.1 du Mont-Blanc SA Karlsberg Brauerei GmbH 0.2 0.2 0.1 0.1 0.1 & Co KG BrewDog plc 0.0 0.1 0.1 0.1 0.1 Tsingtao Brewery Co Ltd 0.1 0.1 0.1 0.1 0.1 Les Brasseurs de Gayant 0.0 0.0 0.0 0.0 0.0 Bavaria NV 1.3 1.5 1.6 1.8 - SABMiller Ltd 0.9 0.9 - - - Modelo SA de CV, Grupo - - - - - Private Label 3.9 3.7 3.6 3.4 3.3 Others 17.1 16.6 15.3 14.7 14.1 Total 100.0 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018

% total volume Company 2014 2015 2016 2017 2018 Heineken Entreprise SAS 31.9 31.8 32.6 32.9 33.1

B E E R I N F R A N C E P a s s p o r t 8

Brasseries Kronenbourg SA 30.6 30.7 30.2 29.7 29.2 InBev France SAS 10.9 11.2 12.0 12.7 13.4 Bavaria France SA 1.3 1.5 1.6 1.8 1.9 Galec - Centre 1.2 1.1 1.1 1.0 1.0 Distributeur Edouard Leclerc SABMiller France 0.9 0.9 0.9 0.9 0.9 ITM Entreprises SA 1.0 0.9 0.9 0.8 0.8 Les Brasseurs de Gayant 0.3 0.4 0.4 0.6 0.7 Difcom La Cave des 0.6 0.7 0.6 0.6 0.6 Pères SA International Beers & 0.2 0.3 0.4 0.4 0.5 Beverages SA Carrefour France SA 0.5 0.5 0.5 0.5 0.5 Brasserie Meteor SA 0.3 0.3 0.4 0.4 0.4 Brasseries Duyck SA 0.7 0.6 0.5 0.4 0.4 Brasserie Licorne SAS 0.5 0.5 0.4 0.4 0.4 Duvel Moortgat NV 0.2 0.2 0.3 0.3 0.3 Brasserie De Saint-Omer 0.3 0.3 0.3 0.3 0.3 Carrefour SA 0.4 0.3 0.3 0.3 0.3 Auchan France 0.4 0.3 0.3 0.3 0.3 Brasserie Castelain 0.0 0.0 0.1 0.2 0.2 International Breweries 0.2 0.2 0.2 0.2 0.2 & Beers SARL Casino Guichard- 0.2 0.2 0.2 0.1 0.1 Perrachon SA Brasserie Distillerie 0.0 0.0 0.1 0.1 0.1 du Mont-Blanc SA Brasserie Bosteels NV SA 0.1 0.1 0.1 0.1 0.1 Tsingtao Brewery Co Ltd 0.1 0.1 0.1 0.1 0.1 Tradelink SA - - - - - Bieres d'Europe - - - - - Other Private Label 0.4 0.3 0.3 0.4 0.4 Others 16.9 16.5 15.2 14.6 14.0 Total 100.0 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018

% total volume Brand (Global Brand Company 2015 2016 2017 2018 Owner) Heineken (Heineken Heineken Entreprise SAS 16.3 16.7 16.8 16.6 NV) Kronenbourg 1664 Brasseries Kronenbourg SA 9.4 9.2 9.2 9.0 (Carlsberg A/S) Leffe (Anheuser- InBev France SAS 6.6 7.5 8.0 8.8 Busch InBev NV) Kronenbourg Brasseries Kronenbourg SA 10.8 9.8 8.9 8.2 (Carlsberg A/S) Desperados Heineken Entreprise SAS 4.1 4.6 4.9 5.5 (Heineken NV) Grimbergen Brasseries Kronenbourg SA 3.0 3.4 3.8 4.1 (Carlsberg A/S) Pelforth (Heineken Heineken Entreprise SAS 2.0 2.0 2.0 2.0 NV) Bavaria 8,6% Bavaria France SA - - - 1.8

B E E R I N F R A N C E P a s s p o r t 9

(Swinkels Family Brewers NV) Stella Artois InBev France SAS 2.1 1.9 1.8 1.6 (Anheuser-Busch InBev NV) Affligem (Heineken Heineken Entreprise SAS 1.0 1.1 1.3 1.4 NV) Other Private Label Other Private Label 0.3 0.3 0.4 0.4 (Private Label) Others Others 44.3 43.5 43.0 40.6 Total Total 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023

million litres 2018 2019 2020 2021 2022 2023 Dark Beer 470.5 513.0 545.2 569.0 590.5 614.3 - Ale 424.4 465.9 497.7 521.0 541.9 565.1 - Sorghum - - - - - - - Weissbier/Weizen/ 46.1 47.1 47.5 48.0 48.6 49.1 Wheat Beer Lager 1,590.2 1,593.5 1,595.6 1,593.8 1,593.2 1,592.3 - Flavoured/Mixed Lager 219.4 236.3 249.1 259.9 272.0 286.4 - Standard Lager 1,370.8 1,357.2 1,346.5 1,333.9 1,321.2 1,305.9 -- Premium Lager 799.0 813.3 826.3 834.6 841.9 847.2 --- Domestic Premium 705.6 714.4 723.8 729.8 734.9 737.6 Lager --- Imported Premium 93.4 98.9 102.6 104.8 107.0 109.5 Lager -- Mid-Priced Lager 514.9 490.7 469.3 450.6 432.7 414.1 --- Domestic Mid-Priced 384.5 364.0 345.3 328.5 312.8 296.8 Lager --- Imported Mid-Priced 130.4 126.7 124.0 122.1 119.9 117.3 Lager -- Economy Lager 56.8 53.3 50.8 48.7 46.5 44.7 --- Domestic Economy 56.8 53.3 50.8 48.7 46.5 44.7 Lager --- Imported Economy - - - - - - Lager Non/Low Alcohol Beer 55.9 65.2 73.4 80.8 88.3 97.4 - Low Alcohol Beer - - - - - - - Non Alcoholic Beer 55.9 65.2 73.4 80.8 88.3 97.4 Stout 9.6 9.4 9.4 9.3 9.3 9.2 Beer 2,126.2 2,181.1 2,223.5 2,252.9 2,281.2 2,313.1

Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023

EUR million 2018 2019 2020 2021 2022 2023 Dark Beer 2,649.9 2,850.4 3,002.6 3,110.8 3,210.5 3,326.0 - Ale 2,284.2 2,478.5 2,627.7 2,734.0 2,832.1 2,945.4

B E E R I N F R A N C E P a s s p o r t 1 0

- Sorghum - - - - - - - Weissbier/Weizen/ 365.7 371.9 374.8 376.8 378.4 380.5 Wheat Beer Lager 7,535.2 7,574.5 7,582.1 7,576.7 7,568.2 7,561.7 - Flavoured/Mixed Lager 686.8 734.5 771.2 800.6 832.1 869.7 - Standard Lager 6,848.4 6,840.1 6,811.0 6,776.1 6,736.1 6,691.9 -- Premium Lager 4,517.8 4,589.3 4,637.6 4,667.0 4,686.9 4,706.5 --- Domestic Premium 3,974.5 4,010.7 4,035.8 4,048.7 4,051.5 4,051.8 Lager --- Imported Premium 543.3 578.6 601.8 618.3 635.3 654.7 Lager -- Mid-Priced Lager 2,261.5 2,185.5 2,110.5 2,048.1 1,990.3 1,928.2 --- Domestic Mid-Priced 1,478.9 1,424.5 1,366.2 1,314.9 1,270.0 1,222.4 Lager --- Imported Mid-Priced 782.6 761.0 744.4 733.2 720.3 705.8 Lager -- Economy Lager 69.1 65.3 62.8 61.0 58.9 57.3 --- Domestic Economy 69.1 65.3 62.8 61.0 58.9 57.3 Lager --- Imported Economy - - - - - - Lager Non/Low Alcohol Beer 183.7 204.6 224.2 241.0 258.5 279.2 - Low Alcohol Beer - - - - - - - Non Alcoholic Beer 183.7 204.6 224.2 241.0 258.5 279.2 Stout 82.3 80.5 79.7 79.4 78.8 77.9 Beer 10,451.0 10,710.1 10,888.6 11,007.9 11,116.1 11,244.8

Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023

% total volume growth 2018/19 2018-23 CAGR 2018/23 Total Dark Beer 9.0 5.5 30.6 - Ale 9.8 5.9 33.2 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 2.1 1.3 6.5 Lager 0.2 0.0 0.1 - Flavoured/Mixed Lager 7.7 5.5 30.5 - Standard Lager -1.0 -1.0 -4.7 -- Premium Lager 1.8 1.2 6.0 --- Domestic Premium Lager 1.2 0.9 4.5 --- Imported Premium Lager 5.9 3.2 17.3 -- Mid-Priced Lager -4.7 -4.3 -19.6 --- Domestic Mid-Priced Lager -5.3 -5.0 -22.8 --- Imported Mid-Priced Lager -2.8 -2.1 -10.1 -- Economy Lager -6.3 -4.7 -21.4 --- Domestic Economy Lager -6.3 -4.7 -21.4 --- Imported Economy Lager - - - Non/Low Alcohol Beer 16.7 11.7 74.3 - Low Alcohol Beer - - - - Non Alcoholic Beer 16.7 11.7 74.3 Stout -1.5 -0.8 -3.8 Beer 2.6 1.7 8.8

Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

B E E R I N F R A N C E P a s s p o r t 1 1

Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

% local currency, constant value growth 2018/2019 2018-23 CAGR 2018/23 Total Dark Beer 7.6 4.6 25.5 - Ale 8.5 5.2 28.9 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 1.7 0.8 4.1 Lager 0.5 0.1 0.4 - Flavoured/Mixed Lager 6.9 4.8 26.6 - Standard Lager -0.1 -0.5 -2.3 -- Premium Lager 1.6 0.8 4.2 --- Domestic Premium Lager 0.9 0.4 1.9 --- Imported Premium Lager 6.5 3.8 20.5 -- Mid-Priced Lager -3.4 -3.1 -14.7 --- Domestic Mid-Priced Lager -3.7 -3.7 -17.3 --- Imported Mid-Priced Lager -2.8 -2.0 -9.8 -- Economy Lager -5.5 -3.7 -17.1 --- Domestic Economy Lager -5.5 -3.7 -17.1 --- Imported Economy Lager - - - Non/Low Alcohol Beer 11.4 8.7 52.0 - Low Alcohol Beer - - - - Non Alcoholic Beer 11.4 8.7 52.0 Stout -2.1 -1.1 -5.3 Beer 2.5 1.5 7.6

Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources