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BEER INDUSTRY RESEARCH

nefeli lazaridi (41200023)

nefeli babe (41200017)

konstantinos Nikolakopoulos (41200110)

maria spyropoulou (41200025)

anna-danai Tsakalidou (41200148)

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OBJECTIVE OF OUR STUDY

AS Today's global beer market continues to see yearly increases in revenue, The objective of our research study is to get a general consensus of the beer CATEGORY & industry according to consumers’ OPINIONS, with a strong emphasis on specific beer brands, and MOST IMPORTANTLY, on the perceptions of a greek young adult AUDIENCE (18-24).

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METHODOLOGY

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QUALITATIVE RESEARCH - STUDY

after our secondary research, we conducted an online focus group, DURING THE AFTERNOON OF 23RD OF OCTOBER, 2022.

consisting of seven (7) people IN ATHENS, GREECE
within the 18-24 age group
Introductions and type of character
BEER HABITS, preferences & Associations amongST 12 specific beer brandS
Aimed to create a friendly atmosphere for the participants

HEINEKEN, KAISER, AMSTEL, MAMOS, FIX, SOL, CORONA, ALFA, HENNINGER, eza, fischer and mythos.

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Quantitative RESEARCH - online survey

WE CONTINUED OUR RESEARCH WITH A SHORT ONLINE SURVEY IN GOOGLE FORMS, which ran from NOVEMBER 4TH, 2022 TILL NOVEMBER 9TH, 2022.

focused on the two specific beer brands of HEINEKEN and Kaiser

FINALLY, WE CONDUCTED 2 SEPARATE INTERVIEWS WITH 2 FOCUS GROUP PARTICIPANTS

on the topic of THE COVID-19 PANDEMIC AND SUSTAINABILITY, related to the beer category

n=66

13 QUESTIONS in total

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SECONDARY RESEARCH:

MAIN FINDINGS

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Anheuser-Busch InBev (Belgium)
Heineken N.V. (netherlands)
China Resources Breweries (china)
Carlsberg A/S (denmark)
Diageo Plc (U.k.)
Molson Coors Beverage Company (u.s.)
Boston Beer (u.s.)
Asahi Group Holdings Ltd (japan)
Kirin Holidays Co. Ltd (japan)

key industry players

ACCORDING TO FORTUNEBUSINESSINSIGHTS.COM

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Covid-19 pandemic led to promotion of the value of alcohol in e-commerce channels

Significant growth of the D-T-C was observed in the beer industry, in 2021

Japan, UK, US have the largest market share of online beer sales

Growing interest for first-generation craft beers

Rise of alcohol E-commerce Channels

LIGHT BEERS

Classic Craft Beer Styles ARE BACK

Popular beer styles from the 80’s and the 90’s are making a comeback

Adjusting first-generation craft beers to the paletes of the new consumers

latest beer trends

Low cal and low alcohol beers make a comeback

Molson Coors, Coors Pure

Miller Lite (96 cal)

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Saturation at all levels
“Big brand” competition

Tax regulations & compliance to federal and state government
Country-specific governmental policies
Laws and penalties on drinking and driving

POlitical

PEST ANALYSIS

ECONOMIC

SOCIO-

CULTURAL

Opposition to sales
Religion
Health
Consumer mistrust & marketing ploys

TECHNO-

LOGICAL

Tech as a production asset
Information technology (IT)

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OPPORTUNITIES THREATS

ENTRY BARRIERS

COMPETITION/RIVALRIES

BARGAINING POWER OF SUPPLIERS

BARGAINING POWER OF CONSUMERS

THREAT OF SUBSTITUTES

MODERATION

E-COMMERCE

DIVERSIFICATION

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QUALITATIVE RESEARCH FINDINGS

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(+)

(-)

Presentation

Taste

QUAL FINDINGS

CATEGORY MAPPING

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(+)

(-)

“Old-school”

Simple and Safe

All around appealing

International

QUAL FINDINGS

CATEGORY MAPPING - SIMPLE GROUP CATEGORIZATION

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(+)

(-)

Bar

Party

Beach

Sports Match

Tavern

Family Dinner Table

Relaxing Walk

Beer Pub

Taste

Presentation

QUAL FINDINGS

CATEGORY MAPPING - word association

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(+)

(-)

Choices based mainly on the flavor and taste of the beer. The beer quality overshadows mediocre or neutral presentation.

Choices that suggest a balance of deliciousness and aesthetic appearance.

Indicates a high quality beer in all aspects.

Choices that are unremarkable and not up to par both in taste and presentation. Neutral, odd or bad flavors.

Purely aesthetic choices, based mainly on the general appealing appearance of the beer.

Choice based on taste

The balanced choice

The indifferent choice

Choice based on presentation

QUAL FINDINGS categories

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BRAND PERSONIFICATION: HEINEKEN & KAISER

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Participants’ descriptions create the image of a middle-class European male (probably German), aged between 20 and 30 years old, who is generally wealthy, outgoing and easygoing. Some insisted that he loves football.

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the image given is of a wealthy brown- haired man, in his 30s to 40s, with a high paying job, very self-confident but also seemingly stern. His character appears aloof until you get to know him. Others thought of a well-off blonde German man in his 30s.

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quantitative online

survey - RESULTS

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DEMOGRAPHICS & GENERAL BEER CATEGORY

Base: All respondents, n=66

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Base: All respondents, n=66

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Base: All respondents, n=66

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Base: All respondents, n=66 / Heineken questions, n=64

HEINEKEN - main findings

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Base: All respondents, n=66 / Heineken questions, n=64

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Base: All respondents, n=66 / Kaiser questions, n=37

KAISER - main findings

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Base: All respondents, n=66 / Kaiser questions, n=37

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Heineken’s possibilities targeting young people (18-24) in THE Greek beer market - EXECUTIVE SUMMARY

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OUR research REVEALED that GREEK YOUNG ADULTS:

have mixed to positive opinions on the classic Heineken beer.
WHILE THEY HAVE A VERY POSITIVE VIEW OF THE BRAND, Heineken IS, ULTIMATELY, A GENERALLY Safe CHOICE.
For example, Heineken COULD be chosen to enjoy with company at a SOCIAL SPACE, BUT they’d likely not actively purchase it in stores or for SPORT EVENTS.

To best serve this Target group, and to further branch into the Greek beer market, we (as Heineken) should develop new and appealing to Gen-Z advertising and marketing methods.

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marketing recommendations

social media ADVERTISING

TIKTOK ACCOUNT FOR The Greek branch of HeinekeN

Collaboration with Greek TIKTOK influencers known to the YOUNG ADULT AUDIENCE OF Greece.

Further USAGE of the official (GREEK) HEINEKEN account on Instagram (@heineken.gr)

More reels instead of posts (short videos/reels, in relation to posts, SEEM TO HAVE HIGHER ENGAGEMENT, With reels reaching over 1500 views FOR THE BRAND)

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marketing recommendations

OUTDOOR ADVERTISING

ADVERTISING AND AVAILABILITY OF HEINEKEN PRODUCTS IN YOUNG ADULT SOCIAL SPACES, LIKE BARS OR SPORTING EVENTS.

EXPANDING ON HEINEKEN’S ESTABLISHED BRAND OF “DRINKS WITH FRIENDS” AND “GOOD TIMES” INTO A YOUNGER TARGET GROUP IN GREECE

E-COMMERCE (DIGITAL-ROUTE-TO-CONSUMER)

Promotion and ACCESSIBILITY OF HEINEKEN PRODUCTS THROUGH Greek electronic applications and stores

CO-MARKETING WITH FOOD DELIVERY APPS LIKE EFOOD & wolt
WORKING WITH STORES AVAILABLE THROUGH THOSE APPS

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BIBLIOGRAPHY AND SOURCES

Alcoholic Drinks 2022 | The Annual Brand Value Ranking | Brandirectory. Retrieved October 14, 2022, from https://brandirectory.com/rankings/beers/

Alcoholic Drinks 2022 | Brand Value Ranking League Table | Brandirectory. Retrieved October 14, 2022, from https://brandirectory.com/rankings/beers/table

Americano, R., Candelario, E., Lillie, R., & Reina, K. (2017, December 5). Craft Beer Industry Analysis. CALIFORNIA STATE UNIVERSTIY SAN MARCOS. Wordpress. Retrieved October 17, 2022, from https://raeganlillie.files.wordpress.com/2018/03/bus-302-final.pdf

Aswani, S. (2021, August 12). Growth opportunities for the global beer industry. IWSR. Retrieved October 17, 2022, from https://www.theiwsr.com/growth-opportunities-for-the-global-beer-industry/

Beer Market Research Reports & Beer Industry Analysis | MarketResearch.com. . Retrieved October 17, 2022, from https://www.marketresearch.com/Food-Beverage-c84/Beverages-c165/Beer-c469/

Beer Market Size, Share & COVID-19 Impact Analysis, By Type (Lager, Ale, Stouts, and Others), Packaging (Glass Bottle and Metal Can), Distribution Channel (On-trade and Off-trade), and Regional Forecast, 2021-2028. Retrieved October 14, 2022, from https://www.fortunebusinessinsights.com/beer-market-102489

Conway, J. (2022, September 5). Global beer Industry - Statistics & Facts. Statista. Retrieved October 17, 2022, from https://www.statista.com/topics/7974/global-beer-industry/

Frue, K. (2022, September 20). PEST Analysis of the Beer Industry. PESTLE Analysis. Retrieved October 14, 2022, from https://pestleanalysis.com/pest-analysis-of-the-beer-industry/

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