04 SHOW PREVIEW: BRAU BEVIALE 2011


is the only market that is to stagnate until 2015. Whereas declining beer consumption is calculated for Germany, the Netherlands, France and Great Britain, beer still has potential in Finland, Italy, Norway, Portugal and Spain (Canadean). A closer look at sales figures for worldwide beer consumption arranged by brewing groups shows that alone the four largest brewing concerns, Anheuser-Busch InBev, SABMiller, Heineken and Carlsberg, account for about 42 per cent of worldwide beer consumption. According to Grupo Modelo, the most important beer brands in the world are Budweiser, Snow, Skol, Miller and Corona. With 98.3 million hectolitres in 2010, the German beer market dropped below the 100 million hectolitre limit again for the first time since 1989. The per head consumption declined to 107.4 litres. Beer mix drinks also lost ground in 2010, with consumption dropping to 2.7 per cent. Breweries are countering this with thoroughly interesting new developments – such as a pear & ginger beer mix drink or wheat beer with a whisky flavour. Within Europe, the German beer drinker still holds third place for per head consumption after the Czech Republic with 142.4 litres and Austria with 108.1 litres. Interesting in the Polish market with 87.3 l/head is a packaging phenomenon that is unique throughout Europe. It’s hard to believe, but 40 per cent of beer in Poland is sold to consumers in cans; a percentage share of cans that is nowhere near achieved in other European countries. Reason: the can scores in Poland with its high convenience level and is simply ‘in’ among young people. Beer consumption in Russia dropped to 73 l/head in 2010 (Canadean).


Vodka – the most popular spirit internationally A study by the British International Wine and Spirit Research (IWSR), expects worldwide consumption of spirits to rise by approximately 2.2 per cent from 2010 to 2014. About 4.8 per cent growth is expected from Asia, which already enjoys 44.6 per cent of worldwide spirits today. Vodka was the most frequently drunk spirit around the globe in 2010.


Growing popularity of wine The three leading wine nations, France, Italy and Spain, accounted for around half of the wine produced worldwide in 2010. China occupied seventh place among the world’s biggest wine nations. Chinese wine production is to grow by


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another 77 per cent from 2010 to 2014. Until now, however, high quality wines are lacking in China. Worldwide wine consumption can be expected to increase by about 3.2 per cent by 2014. Approximately three-quarters of the increased consumption of still wine, which makes up 92.6 per cent of worldwide wine consumption, is expected to be shared among the USA, China and Russia. The USA is to be the biggest market for still wines in 2012 – still ahead of Italy and France. Sparkling wines held a 7.4 per cent share of worldwide wine consumption. With approximately 5.6 per cent more by 2014, they are expected to grow at an even stronger rate than still wines. Germany currently occupies 9th place among the world’s wine-producing countries – although the 2010 crop was poor in terms of quantity. German wine consumption is forecast to grow by approximately 0.5 per cent until 2014 (IWSR study). Undoubtedly, the global beverage market also needs the necessary shot of innovations as well as traditional products if it is to keep consumer interest alive in the future. The fact that creative thinking is also allowed here and


» Creativity generates consumer interest, whether it concerns innovative concepts for tea, malt and special beer mix drinks or premium mineral water «


that especially ‘creative thinking’ is often very well accepted by the consumer seems to be increasingly understood – whether in the form of a bottle developed specifically for luxury beers, a package based directly on the product or cross-sector cooperation. Everything is conceivable. If orientated to target groups, many of these can lead to just as much success as the development of new flavours or drink variants. Conclusion: things remain interesting in the beverage industry. In addition, innovative ideas can create success even in declining beverage segments.


Beverage machinery production growing again The German Food Processing and Packaging Machinery Association (Fachverband Nahrungsmittelmaschinen and Verpack - ungsmaschinen) within the German Engineering Federation (VDMA, Verband Deutscher Maschinen- und Anlagenbau)


estimates that the world market for packag- ing machinery, including beverage packaging machinery, recovered from 20.7 to some 24 billion Euros last year. Germany holds the largest share of this volume with a good 20 per cent, ahead of Italy, Japan, the USA and China. The People’s Republic of China was also the major export country for German packaging machinery last year. Orders received for packaging machinery also carried on rising in the first quarter of 2011. The VDMA association therefore expects about 11 per cent more sales for the whole of 2011. The production volume of packaging


machinery in 2010 increased by 7.4 per cent to 4.75 billion Euros. The beverage packaging machinery segment contributed a dispro - portionately large share of this with almost 15 per cent more. The production volume here rose to 1.55 billion Euros. In the beverage production machinery segment, which is strongly marked by large projects including new brew house buildings, the production volume of 334 million Euros in 2010 remained about the same as the previous year’s level. Overall, the beverage machinery segment comprising essentially around 100 manufacturers with 14,000 employees achieved a production volume of some 1.9 billion Euros in the past year. This figure does not include machinery for plastic containers, such as stretch blow moulding machines. These are assigned to plastic machinery for statistical purposes. As PET is the most widely used material in the world for drink containers and beverage machinery components like fittings and pumps are also statistically accounted for elsewhere, beverage machinery sales are probably about twice as high as shown by the pure statistics. The German beverage machinery sector also sees good prospects for growth in the future. Contributing factors here are the increase in the world population, the growing prosperity in heavily populated regions and the strong product differentiation in saturated markets. The sector supports this growth in bottled drinks with plants that possess both ecological and economic qualities. Energy efficiency has been on the list of priorities here for years. The most recent example is stretch blow moulding machines that need a quarter less energy and blast air. Modern energy management can save up to 20 per cent primary energy in energy-intensive wort production. In terms of the material used for the dominating


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