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Beer in the Netherlands

Euromonitor International

July 2019

B E E R I N T H E N E T H E R L A N D S P a s s p o r t i

LIST OF CONTENTS AND TABLES

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

A Further Switch To Low Alcohol and Non-alcoholic Beer ........................................................ 1 No Potential for Volume Growth in Lager, But Unit Prices Might See Modest Recovery .......... 1 Craft Beer Is Likely To Reach Saturation .................................................................................. 2

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

Success in Non-alcoholic Beer Helps Heineken Achieve Growth ............................................. 2 Interbrew Nederland Is Strong in Dark Beer ............................................................................. 2 Craft Beer Brewers Continue To Thrive .................................................................................... 2

Category Background ................................................................................................................... 2

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

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

Category Data .............................................................................................................................. 3

Table 2 Sales of Beer by Category: Total Volume 2013-2018 .................................. 3 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 ....................... 6 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 ................... 8 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 ............................................................................................................. 9 Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-

2023 ........................................................................................................... 10

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 1

BEER IN THE NETHERLANDS

HEADLINES ▪ Beer sees a healthy total volume increase of 3% in 2018, to reach 1.2 billion litres

▪ Strong interest is seen in lower ABV beers, as consumers want healthier options

▪ Low alcohol beer generates the highest total volume growth in 2018

▪ The growing importance of beer other than lager drives growth in the average unit price in

current terms

▪ Heineken remains the leader in beer in 2018, with a total volume share of 40%

▪ Beer is expected to see a total volume CAGR of 2% in the forecast period, to reach 1.3 billion

litres in 2023

PROSPECTS

A Further Switch To Low Alcohol and Non-alcoholic Beer

Heineken 0.0 was a breakthrough in non-alcoholic beer, and this launch also set the standard

for other brewers. Consumers are increasingly interested in products which help them to

achieve more moderate alcohol consumption, and brewers responded by developing new low

alcohol and non-alcoholic beers. The fact that major players such as Heineken, Interbrew

Nederland and Swinkels Family Brewers not only developed new low alcohol and non-alcoholic

lagers, but also low alcohol and non-alcoholic dark beers, underlines the fact that the category is

changing rapidly. Some players launched low alcohol session IPA beers, as these beers deliver

both in terms of flavour and lower alcohol. Swinkels Family Brewers was even bolder, and also

launched a non-alcoholic version of its well-known amber beer Palm. If these new types of low

alcohol and non-alcoholic beers prove to be successful, and the expectation is that they will be,

this will no doubt lead to many more new launches within the next two or three years.

No Potential for Volume Growth in Lager, But Unit Prices Might See Modest Recovery

The outlook for the total volume development of lager is negative. Young adult consumers in

particular are changing their attitude towards alcohol in general, and this is having a negative

impact on lager. These new consumers see lager as a relatively generic product compared with,

for instance, dark beer or cocktails. These consumers are also interested in restricting their

alcohol intake, and this means that binge drinking lager is becoming less common. Despite the

minor decline in total volume sales expected in the forecast period, it is likely that the average

unit price will see a minor improvement. A major reason for this is that from 2019 onwards, there

will be a ban on extreme price promotions for lager. As the promotional pressure within lager is

extremely high, it is likely that this new legislation will have a positive effect on price

development, although the price competition will remain high. A second reason is the growing

interest in more premium lager. The beer culture in the Netherlands is changing, and there is

more emphasis on quality. Because of the success of craft beer, the average consumer is more

sophisticated when it comes to the taste of beer. This trend will have a further positive effect on

the development of premium lager.

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 2

Craft Beer Is Likely To Reach Saturation

The interest in craft beer is still increasing, as consumers are willing to pay for more

interesting and local beers. Consumers are looking for new experiences and want to discover

new flavours. The number of craft brewers saw explosive growth in recent years. However,

there are signs that the number of breweries is close to saturation. The craft brewers

association, for instance, reports that some of the larger craft breweries are still recording

double-digit growth, but some smaller members are seeing only minor growth, or even sales

declines. These are signs that the number of craft brewers in the Netherlands is likely to see

slower growth, and there may even be a shake-out over the forecast period, as only the more

professional craft brewers will be able to achieve long-term success.

COMPETITIVE LANDSCAPE

Success in Non-alcoholic Beer Helps Heineken Achieve Growth

Heineken is the largest beer brewer, as it owns major brands such as Heineken and Amstel.

The company managed to further expand its sales of beer in 2018. The main reason for this

positive performance was the continued success of Heineken 0.0 in non-alcoholic beer. This

beer was a breakthrough for the category, and it continued to grow in its second year. Following

the success of Heineken 0.0, other brewers responded by launching their own non-alcoholic

beer ranges; however, Heineken continued to lead the way in this high growth category. The

dramatic increase in sales of non-alcoholic beer helped to offset the loss of volumes in flavoured

beer.

Interbrew Nederland Is Strong in Dark Beer

In lager, the position of Interbrew Nederland is under pressure, as the Jupiler brand had

difficulties maintaining its volume share. In lager, an extremely large volume is sold at a reduced

price, and with this high promotional pressure it is difficult to maintain share. However, the

company led dark beer in 2018. Thanks to the popularity of traditional brands such as the Dutch

brand Hertog Jan and Belgian brands such as Hoegaarden and Leffe, Interbrew Nederland has

a strong position in dark beer. As dark beer is showing strong growth, its dark beer brands are

making a positive contribution to its performance.

Craft Beer Brewers Continue To Thrive

Besides craft breweries gaining national distribution, many retailers now also offer craft beer

from local brewers. Craft beer is expected to see further growth, as consumers remain

interested in high-quality speciality beer. Whilst consumption is expected to see a further

increase, the growth in the number of new craft brewers is likely to slow down considerably.

Hundreds of new brewers started in recent years, and the potential for further strong growth is

limited. Every major city and town has at least one craft brewery, and this means that craft beer

is too crowded for new breweries. Retailers and bar owners select new craft beers based on

quality, and many of the so-called gipsy brewers (brewers which do not own their own

equipment) will struggle to stay in business. It is often brewers without their own equipment

which are not able to consistently deliver high quality.

CATEGORY BACKGROUND

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 3

Lager Price Band Methodology

▪ In lager, there is a wide range when it comes to prices. Supermarkets, the leading distribution

channel for lager, offers lager in all possible price bands. Leading retailers such as Albert

Heijn and Jumbo offer a full range of products, including premium, standard and economy.

Chains offer the major mid-priced brands, as well as a growing variety of premium lagers. In

order to compete with discounters such as Aldi and Lidl, they often also offer a lower-priced

economy brand.

▪ Heineken is the leading mid-priced brand, and has held a strong position for decades. The

brand is considered mid-priced, in contrast to its premium image in other countries. A crate of

24x30cl glass bottles typically costs EUR16.49 at Albert Heijn. In 2017, Swinkels Family

Breweries, one of the major domestic brewers, launched a new premium lager called

Swinckels’. This lager comes in a cardboard crate with 15x33cl glass bottles, which typically

costs EUR12.99 at Albert Heijn.

Summary 1 Lager by Price Band 2018

Category Price range per litre

Premium Above EUR2.80

Mid-priced Between EUR1.60 and EUR2.80

Economy Below EUR1.60

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 number of breweries 220 305 403 492 599 650 Number of which are 271 345 419 519 565 craft breweries

Source: Stichting Erfgoed Nederlandse Biercultuur, CRAFT

CATEGORY DATA

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

million litres 2013 2014 2015 2016 2017 2018 Dark Beer 105.5 113.0 127.6 144.5 160.7 179.8 - Ale 86.8 94.0 107.7 122.8 136.8 153.4 - Sorghum - - - - - - - Weissbier/Weizen/ 18.7 19.1 19.9 21.7 23.9 26.4 Wheat Beer Lager 943.5 935.5 942.2 932.7 923.8 921.0 - Flavoured/Mixed Lager 23.1 33.9 39.4 38.1 35.6 32.5 - Standard Lager 920.4 901.6 902.8 894.6 888.2 888.5

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 4

-- Premium Lager 260.6 263.7 274.5 287.1 298.4 307.1 --- Domestic Premium 234.5 236.1 245.0 255.4 264.7 271.1 Lager --- Imported Premium 26.1 27.6 29.5 31.7 33.8 35.9 Lager -- Mid-Priced Lager 583.0 560.7 551.8 532.4 516.0 508.5 --- Domestic Mid-Priced 531.6 510.4 502.7 484.6 470.3 464.3 Lager --- Imported Mid-Priced 51.4 50.3 49.1 47.8 45.8 44.1 Lager -- Economy Lager 76.8 77.2 76.5 75.1 73.7 73.0 --- Domestic Economy 74.6 75.0 74.3 73.0 71.6 71.0 Lager --- Imported Economy 2.2 2.2 2.2 2.1 2.1 2.0 Lager Non/Low Alcohol Beer 20.4 24.9 33.7 41.2 51.2 68.4 - Low Alcohol Beer - 0.3 0.4 1.8 3.7 9.2 - Non Alcoholic Beer 20.4 24.6 33.3 39.4 47.4 59.2 Stout 0.5 0.5 0.6 0.8 1.2 1.3 Beer 1,069.9 1,074.0 1,104.1 1,119.2 1,136.8 1,170.4

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 782.6 861.3 980.0 1,130.7 1,314.0 1,533.9 - Ale 651.3 723.9 832.7 967.2 1,127.6 1,322.5 - Sorghum - - - - - - - Weissbier/Weizen/ 131.3 137.5 147.4 163.6 186.4 211.4 Wheat Beer Lager 3,186.0 3,231.6 3,301.5 3,335.9 3,386.9 3,455.8 - Flavoured/Mixed Lager 70.1 95.5 116.2 116.9 111.9 104.7 - Standard Lager 3,115.9 3,136.2 3,185.2 3,219.0 3,275.0 3,351.1 -- Premium Lager 1,053.4 1,080.5 1,127.4 1,183.7 1,248.1 1,311.8 --- Domestic Premium 876.7 889.1 919.6 957.4 1,001.9 1,044.5 Lager --- Imported Premium 176.7 191.5 207.8 226.2 246.2 267.3 Lager -- Mid-Priced Lager 1,990.0 1,982.3 1,985.0 1,963.0 1,955.5 1,967.8 --- Domestic Mid-Priced 1,750.7 1,745.6 1,752.8 1,735.4 1,731.7 1,746.1 Lager --- Imported Mid-Priced 239.3 236.6 232.1 227.6 223.8 221.7 Lager -- Economy Lager 72.5 73.4 72.9 72.3 71.4 71.5 --- Domestic Economy 70.2 71.1 70.6 70.0 69.1 69.3 Lager --- Imported Economy 2.2 2.3 2.3 2.3 2.3 2.2 Lager Non/Low Alcohol Beer 67.6 84.7 130.4 171.5 226.4 333.3 - Low Alcohol Beer - 0.8 0.9 13.4 26.2 66.3 - Non Alcoholic Beer 67.6 83.9 129.5 158.1 200.2 267.0 Stout 3.0 3.4 4.1 5.6 8.2 9.9 Beer 4,039.2 4,181.1 4,416.1 4,643.7 4,935.5 5,332.9

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

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 5

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 11.9 11.3 70.4 - Ale 12.2 12.1 76.6 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 10.3 7.2 41.5 Lager -0.3 -0.5 -2.4 - Flavoured/Mixed Lager -8.7 7.1 40.7 - Standard Lager 0.0 -0.7 -3.5 -- Premium Lager 2.9 3.3 17.8 --- Domestic Premium Lager 2.4 2.9 15.6 --- Imported Premium Lager 6.5 6.6 37.7 -- Mid-Priced Lager -1.5 -2.7 -12.8 --- Domestic Mid-Priced Lager -1.3 -2.7 -12.7 --- Imported Mid-Priced Lager -3.5 -3.0 -14.1 -- Economy Lager -1.0 -1.0 -5.0 --- Domestic Economy Lager -0.9 -1.0 -4.8 --- Imported Economy Lager -5.4 -1.9 -9.3 Non/Low Alcohol Beer 33.6 27.4 235.7 - Low Alcohol Beer 146.3 - - - Non Alcoholic Beer 24.8 23.8 190.7 Stout 6.0 20.2 151.2 Beer 3.0 1.8 9.4

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 16.7 14.4 96.0 - Ale 17.3 15.2 103.1 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 13.5 10.0 61.1 Lager 2.0 1.6 8.5 - Flavoured/Mixed Lager -6.4 8.4 49.4 - Standard Lager 2.3 1.5 7.5 -- Premium Lager 5.1 4.5 24.5 --- Domestic Premium Lager 4.3 3.6 19.1 --- Imported Premium Lager 8.6 8.6 51.3 -- Mid-Priced Lager 0.6 -0.2 -1.1 --- Domestic Mid-Priced Lager 0.8 -0.1 -0.3 --- Imported Mid-Priced Lager -1.0 -1.5 -7.4 -- Economy Lager 0.1 -0.3 -1.3 --- Domestic Economy Lager 0.3 -0.3 -1.3 --- Imported Economy Lager -3.8 -0.6 -2.9 Non/Low Alcohol Beer 47.2 37.6 393.0 - Low Alcohol Beer 152.7 - - - Non Alcoholic Beer 33.4 31.6 294.9 Stout 20.5 26.8 228.2 Beer 8.1 5.7 32.0

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 6

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 796.0 797.4 818.2 823.6 828.0 841.4 On-trade 273.9 276.6 286.0 295.6 308.8 329.0 Total 1,069.9 1,074.0 1,104.1 1,119.2 1,136.8 1,170.4

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 1,431.4 1,471.7 1,549.9 1,610.3 1,665.3 1,737.3 On-trade 2,607.8 2,709.4 2,866.2 3,033.4 3,270.2 3,595.6 Total 4,039.2 4,181.1 4,416.1 4,643.7 4,935.5 5,332.9

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 1.6 1.1 5.7 On-trade 6.5 3.7 20.1 Total 3.0 1.8 9.4

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

% constant value growth 2017/18 2013-18 CAGR 2013/18 Total Off-trade 4.3 3.9 21.4 On-trade 10.0 6.6 37.9 Total 8.1 5.7 32.0

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

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 7

Heineken NV 41.4 40.2 40.0 39.7 39.5 Anheuser-Busch InBev NV 15.0 15.3 15.5 16.0 16.2 Asahi Group Holdings Ltd - - 12.0 11.7 11.7 Swinkels Family Brewers - - - - 8.3 NV Warsteiner Brauerei 1.5 1.4 1.3 1.4 1.4 Haus Cramer GmbH & Co KG Duvel Moortgat NV 0.6 0.8 0.9 1.0 1.2 Gulpener Bierbrouwerij BV 0.6 0.6 0.6 0.6 0.6 De Leckere BV 0.4 0.5 0.5 0.5 0.4 Royal Ahold NV - - 0.2 0.3 0.3 Jopen BV 0.0 0.1 0.2 0.2 0.3 Alfa Brouwerij BV 0.2 0.2 0.2 0.2 0.2 Oetker-Gruppe 0.1 0.1 0.1 0.1 0.1 Société Commerciale de 0.2 0.1 0.1 0.0 0.0 Brasserie SA/Brouwerij Handelsmaatschappij NV Bavaria NV 8.7 8.1 9.3 9.0 - SABMiller Ltd 12.0 11.9 - - - Palm NV, Brouwerij 2.0 1.7 - - - Modelo SA de CV, Grupo - - - - - Private Label 6.3 6.1 5.9 5.7 5.7 Others 10.9 12.8 13.2 13.7 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 NV 41.4 40.2 40.0 39.7 39.5 Interbrew Nederland NV 14.6 14.8 15.0 15.5 15.6 Grolsch, Koninklijke NV 12.0 11.9 12.0 11.7 11.7 Swinkels Family Brewers - - - - 7.1 NV Royal Ahold NV 2.6 2.5 2.6 2.5 2.4 Aldi Nederland BV 2.2 2.0 2.0 1.9 1.8 Warsteiner Brauerei 1.5 1.4 1.3 1.4 1.4 Haus Cramer GmbH & Co KG Palm BV 2.0 1.7 1.5 1.3 1.2 Jumbo Supermarkten BV 1.1 1.1 1.1 1.1 1.0 Duvel Moortgat NV 0.4 0.4 0.5 0.5 0.6 Gulpener Bierbrouwerij BV 0.6 0.6 0.6 0.6 0.6 Modelo SA de CV, Grupo 0.4 0.5 0.5 0.5 0.5 De Leckere BV 0.4 0.5 0.5 0.5 0.4 Brouwerij 't IJ BV - 0.1 0.2 0.2 0.3 Jopen BV 0.0 0.1 0.2 0.2 0.3 Brasserie d'Achouffe SA 0.2 0.2 0.2 0.2 0.2 Lidl Nederland GmbH - - - - 0.2 Alfa Brouwerij BV 0.2 0.2 0.2 0.2 0.2 Dortmunder Actien- 0.1 0.1 0.1 0.1 0.1 Brauerei AG Leeuw (De) 0.2 0.1 0.1 0.0 0.0 Onafhankelijk-Brouwerij Bavaria NV 8.7 8.1 7.8 7.7 - Super de Boer NV - - - - - Other Private Label 0.3 0.4 0.4 0.4 0.6

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 8

Others 10.9 12.9 13.3 13.7 14.2 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 NV 21.8 21.4 21.6 21.5 Amstel Heineken NV 12.8 12.7 11.5 11.2 Grolsch (Asahi Grolsch, Koninklijke NV - 11.3 10.9 10.9 Group Holdings Ltd) Hertog Jan Interbrew Nederland NV 7.3 7.9 8.6 9.0 (Anheuser-Busch InBev NV) Bavaria Swinkels Family Brewers NV - - - 5.9 Brand Heineken NV 3.2 3.3 3.6 3.8 Jupiler (Anheuser- Interbrew Nederland NV 3.5 3.4 3.1 2.9 Busch InBev NV) AH (Private Label) Royal Ahold NV 2.5 2.4 2.2 2.1 Schulten Bräu Aldi Nederland BV 2.0 2.0 1.9 1.8 (Private Label) Warsteiner Warsteiner Brauerei 1.4 1.3 1.4 1.4 Haus Cramer GmbH & Co KG Bavaria Bavaria NV 6.9 6.6 6.4 - Grolsch (SABMiller Grolsch, Koninklijke NV 11.3 - - - Ltd) Palm (Palm NV, Palm BV 1.7 - - - Brouwerij) Other Private Label Other Private Label 0.4 0.4 0.4 0.6 (Private Label) Others Others 25.2 27.3 28.3 28.8 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 179.8 196.1 210.0 221.8 232.2 241.4 - Ale 153.4 167.7 179.9 190.0 199.0 206.8 - Sorghum - - - - - - - Weissbier/Weizen/ 26.4 28.4 30.2 31.8 33.2 34.7 Wheat Beer Lager 921.0 918.0 915.4 913.4 911.8 910.1 - Flavoured/Mixed Lager 32.5 30.3 28.7 27.4 26.5 25.7 - Standard Lager 888.5 887.7 886.7 886.0 885.3 884.4 -- Premium Lager 307.1 314.5 321.3 327.9 334.1 339.9 --- Domestic Premium 271.1 276.7 282.0 287.0 291.8 296.4 Lager --- Imported Premium 35.9 37.7 39.4 40.9 42.3 43.5 Lager

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 9

-- Mid-Priced Lager 508.5 500.9 493.6 486.8 480.3 473.8 --- Domestic Mid-Priced 464.3 457.7 451.1 445.0 438.9 432.8 Lager --- Imported Mid-Priced 44.1 43.2 42.4 41.8 41.4 41.0 Lager -- Economy Lager 73.0 72.3 71.8 71.3 71.0 70.7 --- Domestic Economy 71.0 70.4 69.9 69.5 69.1 68.9 Lager --- Imported Economy 2.0 1.9 1.9 1.8 1.8 1.8 Lager Non/Low Alcohol Beer 68.4 83.9 96.8 108.6 119.6 128.2 - Low Alcohol Beer 9.2 14.2 17.4 19.4 21.0 22.1 - Non Alcoholic Beer 59.2 69.8 79.4 89.2 98.6 106.1 Stout 1.3 1.5 1.7 1.8 1.9 2.1 Beer 1,170.4 1,199.5 1,223.8 1,245.6 1,265.5 1,281.8

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 1,533.9 1,704.6 1,843.5 1,954.5 2,051.7 2,135.9 - Ale 1,322.5 1,475.9 1,600.8 1,698.9 1,784.3 1,858.0 - Sorghum - - - - - - - Weissbier/Weizen/ 211.4 228.6 242.7 255.6 267.4 277.9 Wheat Beer Lager 3,455.8 3,461.5 3,463.1 3,466.8 3,469.2 3,469.0 - Flavoured/Mixed Lager 104.7 99.1 94.8 91.0 88.0 85.3 - Standard Lager 3,351.1 3,362.4 3,368.3 3,375.8 3,381.2 3,383.7 -- Premium Lager 1,311.8 1,349.4 1,382.0 1,412.0 1,438.9 1,461.1 --- Domestic Premium 1,044.5 1,067.8 1,089.3 1,110.2 1,129.1 1,144.8 Lager --- Imported Premium 267.3 281.6 292.7 301.8 309.8 316.3 Lager -- Mid-Priced Lager 1,967.8 1,942.6 1,917.0 1,895.5 1,874.8 1,855.9 --- Domestic Mid-Priced 1,746.1 1,726.5 1,706.5 1,690.1 1,674.2 1,659.7 Lager --- Imported Mid-Priced 221.7 216.1 210.5 205.4 200.6 196.1 Lager -- Economy Lager 71.5 70.4 69.3 68.4 67.5 66.7 --- Domestic Economy 69.3 68.3 67.3 66.4 65.5 64.8 Lager --- Imported Economy 2.2 2.1 2.0 2.0 1.9 1.9 Lager Non/Low Alcohol Beer 333.3 430.4 506.8 574.9 637.6 684.9 - Low Alcohol Beer 66.3 102.7 126.1 140.7 151.6 158.7 - Non Alcoholic Beer 267.0 327.7 380.6 434.3 486.0 526.1 Stout 9.9 11.9 13.4 14.5 15.5 16.4 Beer 5,332.9 5,608.3 5,826.7 6,010.7 6,173.9 6,306.2

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

B E E R I N T H E N E T H E R L A N D S P a s s p o r t 1 0

2018/19 2018-23 CAGR 2018/23 Total Dark Beer 9.1 6.1 34.3 - Ale 9.3 6.2 34.8 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 7.6 5.6 31.2 Lager -0.3 -0.2 -1.2 - Flavoured/Mixed Lager -6.9 -4.6 -21.0 - Standard Lager -0.1 -0.1 -0.5 -- Premium Lager 2.4 2.1 10.7 --- Domestic Premium Lager 2.1 1.8 9.3 --- Imported Premium Lager 5.0 3.9 21.2 -- Mid-Priced Lager -1.5 -1.4 -6.8 --- Domestic Mid-Priced Lager -1.4 -1.4 -6.8 --- Imported Mid-Priced Lager -2.1 -1.5 -7.1 -- Economy Lager -0.9 -0.6 -3.1 --- Domestic Economy Lager -0.8 -0.6 -3.0 --- Imported Economy Lager -3.2 -2.0 -9.4 Non/Low Alcohol Beer 22.8 13.4 87.6 - Low Alcohol Beer 54.6 19.3 141.3 - Non Alcoholic Beer 17.8 12.4 79.3 Stout 18.2 10.6 65.2 Beer 2.5 1.8 9.5

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

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 11.1 6.8 39.2 - Ale 11.6 7.0 40.5 - Sorghum - - - - Weissbier/Weizen/Wheat Beer 8.1 5.6 31.5 Lager 0.2 0.1 0.4 - Flavoured/Mixed Lager -5.4 -4.0 -18.5 - Standard Lager 0.3 0.2 1.0 -- Premium Lager 2.9 2.2 11.4 --- Domestic Premium Lager 2.2 1.9 9.6 --- Imported Premium Lager 5.4 3.4 18.4 -- Mid-Priced Lager -1.3 -1.2 -5.7 --- Domestic Mid-Priced Lager -1.1 -1.0 -4.9 --- Imported Mid-Priced Lager -2.5 -2.4 -11.5 -- Economy Lager -1.5 -1.4 -6.7 --- Domestic Economy Lager -1.4 -1.3 -6.5 --- Imported Economy Lager -3.5 -2.7 -12.9 Non/Low Alcohol Beer 29.1 15.5 105.5 - Low Alcohol Beer 54.9 19.1 139.5 - Non Alcoholic Beer 22.7 14.5 97.1 Stout 20.1 10.6 65.7 Beer 5.2 3.4 18.3

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