Ensayo marketing internacional

Topics: Alcoholic beverage, Alcohol, Beer Pages: 25 (7952 words) Published: September 25, 2014
ALCOHOLIC DRINKS IN
GERMANY
Euromonitor International
September 2014

ALCOHOLIC DRINKS IN GERMANY

LIST OF CONTENTS AND TABLES
Executive Summary ..................................................................................................................... 1 Demand for Alcoholic Drinks Continues To Decline Amid Growing Health Concerns .............. 1 Premiumisation Trend Supports Turnover Sales ...................................................................... 1 in A Fragmented Environment Breweries Continue To Lead Sales .......................................... 1 Off-trade Remains Predominant Channel and Posts Better Performance ................................ 1 Alcoholic Drinks To Suffer Continued Declining Demand ......................................................... 1 Key Trends and Developments .................................................................................................... 2 Adverse Demographic Changes and A Growing Health Awareness Hurt Sales ....................... 2 Demand Shifts Away From Quantity Towards Quality .............................................................. 2 Premiumisation Trend Supports Sales Through Specialists ..................................................... 3 Key New Product Launches ..................................................................................................... 4 Summary 1

Key New Product Developments 2013 ......................................................... 5

Market Background ...................................................................................................................... 9 Legislation ................................................................................................................................ 9 Table 1

Number of On-trade Establishments by Type 2008-2013 .......................... 11

Taxation and Duty Levies ........................................................................................................... 12 Summary 2
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8

Taxation and Duty Levies on Alcoholic Drinks 2013 .................................. 12 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013 ......................................................................................... 13 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013 ...................................................................................... 13 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2013 .......................................................................... 13 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013 ...................................................................................... 13 Selling Margin of a Typical Wine Brand in Retail Channel that Does Not Use Wholesalers 2013 ........................................................................ 13 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013 ...................................................................................... 14 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2013 .......................................................................... 14

Operating Environment............................................................................................................... 14 Contraband/parallel Trade ...................................................................................................... 14 Duty-free ................................................................................................................................. 15 Cross-border/private Imports .................................................................................................. 15 Market Indicators...
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