In the battle for China’s beer drinkers, the $0.32 brew is still king; 85% of the domestic beer market is comprised of low-end domestic beer brands
March 5, 2013 Leave a comment
In the battle for China’s beer drinkers, the $0.32 brew is still king
By Lily Kuo — March 4, 2013
Earlier today, Denmark’s Carlsberg said it is attempting a partial takeover of China’s Chongqing Brewery Company in a bid worth 2.65 billion Danish crowns ($461 million).
Carlsberg’s is the latest attempt by a foreign brewery to tap into what is now theworld’s largest beer market by volume as sales in more traditional markets slump. (China’s per capita beer consumption is about half of America’s.) And while a lot of attention is paid to China’s emerging affluent and middle class, it’s the low-end of Chinese tipple that still matters most.
Market analysts have been saying that China’s beer industry is about to come of age; Nomura has forecast that industry profits would rise from $1 billion in 2012 to $9 billion in 2021. Still, for China’s newly affluent, beer doesn’t have the same status as high-end liquor or wine. It’s mainly seen as an accompaniment to dinner (it should be light, with a low alcohol content, and go well with spicy food).
It’s no surprise then that 85% of the domestic beer market (pdf, p. 3) is comprised of low-end domestic beer brands, according to a 2012 report by the consulting company Accenture. In Beijing, a 330-milliliter bottle of Tsingtao sells for about 2 yuan (about $0.32), compared to a bottle of Budweiser that would cost about three times as much. Read more of this post






