The beer industry has majorly been a local industry, with only a few companies having a substantial international presence. The development of the beer industry started off in Western Europe and later spread in Eastern Europe as well. However, the consumption pattern is witnessed to be high in Eastern Europe as the region covers the growing markets of Ukraine and Russia and several other emerging beer markets and therefore, the growth rate in this region seems optimistic. On the other hand, Northern and Western Europe consist of mature markets, thereby limiting the growth rate in these regions. Beer consumption in Europe is high with beer being the most preferred alcoholic beverage in the region. Moreover, beer offers several health benefits, such as it keeps the kidney healthy, lowers cholesterol, and cures insomnia.

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Europe is one of the major markets for beer globally. Increasing preference of consumers for beer as an alcoholic beverage is one of the major factors boosting the demand for beer in Europe. All the major brewing companies operating in the beer market hail from Europe. Western and Northern Europe with high market penetration is expected to have stable growth throughout the forecast period. Ukraine and Russia are the major countries fueling the demand for beer in Eastern Europe. Owing to this factor, the manufacturers are trying to capture maximum market share by providing product differentiation.

Europe is the market leader in the beer industry because of the high consumption rate of beer and also due to the high disposable income of the consumers in the region. However, the markets in Northern and Western Europe are mature, thus, restricting the growth rate in these regions. The growth rates in countries such as Germany, Italy, and France is expected to be flat or slightly declining during the forecast period. The growth rate in Eastern Europe seems to be high currently, because it covers the growing markets of Russia and Ukraine and several other emerging markets

Large number of health benefits associated with consumption of beer in stipulated limits is the major factor driving the demand for beer in Europe. The consumption of beer limits cholesterol levels and prevents kidney stones. In addition, increasing disposable income of consumers post economic slowdown is also expected to fuel the demand for beer in Europe. Availability of internal and external substitutes is restraining the demand for beer. The internal substitutes of beer include wine, vodka, rum and whiskey among others. Apart from this, there are external substitutes such as non-alcoholic drinks including dairy drinks, carbonated drinks, energy drinks and RTD tea and coffee among others.

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The Europe beer market has been segmented on the basis of product types into Ale Beer, Lager Beer and Stout Beer. Lager beer held the largest market share in Europe beer market valued at USD 17.01 billion in 2014 and is expected to reach USD 20.05 billion by 2021 expanding at a CAGR of 2.4% from 2015 to 2021.

The market has been further classified on the basis of country into Germany, U.K., France, Italy, Spain and Rest of Europe. Germany held the largest market share in Europe beer market. In terms of revenue beer market in Germany was valued at USD 36.22 billion in 2014 and is expected to reach USD 40.65 by 2021 expanding at a CAGR of 1.7% from 2015 to 2021. However, France is the fastest growing market for beer valued at USD 11.71 billion in 2014 and is expected to reach USD 15.59 billion expanding at a CAGR of 4.2% from 2015 to 2021.

The beer market in Europe is dominated by some major players operating in this market. Product innovations, mergers and acquisitions, joint ventures and partnerships are some of the key strategies adopted by these players to sustain in the beer market. Anheuser-Busch InBev, SAB Miller PLC, Diageo, Heineken N.V and Carlsberg Group among others are the key players operating in the Europe beer market.

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