Beer Market Insights 2014 China In-Depth Analysis of Key Brewers, Brands, Volume, Value and Segmentation Trends and Opportunities in the Beer Market

Beer Market Insights 2014 China In-depth Analysis of Key Brewers, Brands, Volume, Value and Segmentation Trends and Opportunities in the Beer Market

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Published: June 2014

Summary

The China Beer Market Insights report comprises a high level market research data on the China beer industry. The report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the China Beer industry. Data includes volumes from 2009 to 2013 plus 2014 forecast, enabling historical and current trend analysis. In-depth market segmentation is presented: mainstream, premium, super premium, discount, alcoholic strength, local segmentation and beer type. It also provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2013. It presents an analysis of industry structure, and reports on company volumes, with the addition of brewer profiles for the major brewers. The report provides distribution channel data for total market (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data are also provided.

Key Findings

• Beer around China witnessing positive trends • Exports increase in China beer, Tsingtao leading Chinese beer around the world • New innovation in Chinese beer contributing to the increase in sales Reasons to Buy

• The China Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market

• The report provides a much more granular and detailed data set than our competitors.

• Canadean’s in-depth methodology provides consistent, reliable data which has been research and built from brand upwards by an experienced ‘on-the-ground’ industry analyst, who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers

• Ideal for benchmarking total market vs retail audit and other data

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Table 1: Beer Key Facts

Market Size 2013 Th. Hectoliters Litres Per Capita Consumption Growth CAGR% 08-13 CAGR% 10-13 CAGR% 12-13 Consumption M Litres Market Value 2013 CNY Million CNY / Litre US$ Million US$ / Litre Value (at consumer price) Segmentation 2013 Discount Mainstream Premium Superpremium % Share Distribution 2013 Off-Premise On-Premise % Share Packaging 2013 Draught PET Glass Metal % Share SOURCE: Trade Interviews; Canadean Wisdom

Market Commentary

Current and Emerging Trends

Industry consolidated further

TEXT

Outlook

A continued growth trend, though at a lower rate

TEXT

Imports and Exports

Exports remain small, imports see a high increase

TEXT

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Segmentation

Few specialty beers in China market, lager dominates

TEXT

Table 2: Top 10 Beer Brands - Volume, 2011-2013 000 HL Brand Brand Owner Local Operator 2011 2012 2013

SOURCE: Trade Interviews, Canadean

Table 3: Top 10 International Premium and Superpremium Beer Brands - Volume, 2011-2013 000 HL Brand Brand Owner Local Operator 2011 2012 2013

SOURCE: Trade Interviews, Canadean

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Published: June 2014

Report Methodology

Our research methodology sets us apart from the competition. The key strength of our methodology is that we work in industry partnerships across the value chain, from suppliers to brand producers and both on- and off-premise channels. Our research is built from brand data upwards. This 'brick-by-brick' approach as well as the cross- fertilization with our other related services, ensures that our research has an internal logic which cross-checks from all angles - from brand volume through to corporate volume, flavor segmentation, packaging splits and channel distribution.

The companies featured in the company profiles and those whose brands are featured in the individual market categories are selected through regular market observation (see also our Quarterly Beverage Tracker) based on the size of their output and/or their dynamism.

Sources

• Face-to-face interviews with the leading soft drinks producers, brewers, dairy, spirits and wine producers • On-going dialogue with leading companies in allied industries • Quarterly monitoring of product offered in all trade channels in selected markets • Interviews with retailers and other distributors • Company information in the public domain • Trade press • Trade associations • Official production and trade statistics

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Related Reports

Beer Country Market Insight Reports and Wisdom Analytics Databases Asia • Australia(1) • Indonesia • Philippines • Taiwan • China • Japan • Singapore • Thailand • Hong Kong • Malaysia • South Korea • Vietnam • • India

Americas • Argentina • Chile • Guatemala • Panama • Brazil • Colombia • Honduras • USA(1) • Canada(1) • Costa Rica • Mexico • Venezuela • (2) • • Caribbean El Salvador Nicaragua

West Europe • Austria(1) • Germany(1) • Italy • Spain(1) • Belgium(1) • Greece • Netherlands(1) • Sweden(1) • Denmark(1) • Ireland (Republic)(1) • Norway(1) • Switzerland(1) • Finland(1) • Ireland (Northern) • Portugal • United Kingdom(1) • (1) • • France

East Europe • Bulgaria • Hungary • Romania • Slovenia • Croatia • Latvia • Russia • Turkey • Czech Republic • Lithuania(1) • Serbia • Ukraine • (1) • • • Estonia Poland Slovak Republic

Africa Nigeria

In addition to above reports, top line data is also available for another 111 countries. (1) Cider Market Insight Reports and Wisdom Databases also available. Cider data also available for New Zealand and South Africa. (2) Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Cuba, Curacao & others, Dominica, Dominican Republic, Grenada, Guadeloupe, Guyana, Haiti, Jamaica, Martinique, Puerto Rico, St Kitts, St Lucia, St Vincent, Suriname, Trinidad.

Other products available from Canadean Beverages include:

Global Beer Trends – Excel Report Global Brewer Analyser – Excel Report Global Beverage Forecasts Quarterly Beverage Tracker Consumer Trends in Beer, Cider & Pre-mixed Spirits

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Table of Contents

Table of Contents ...... List of Tables ...... List of Figures ...... Data Revisions Summary ...... Executive Summary ...... Executive Summary ...... Section 1 Market Context ...... Market Context ...... Market Environment ...... The Consumer Palate ...... All Commercial Beverages ...... Legislation and Taxation ...... Market Parameters Tables ...... Legislation and Taxation Tables ...... Section 2 Market Background Briefing ...... Market Background Briefing ...... Section 3 Market Update ...... Market Commentary ...... Current and Emerging Trends ...... Outlook ...... Imports and Exports ...... Segmentation ...... Brand Analysis ...... Private Label/Private Label Producers ...... New Products and Photo Shots...... Market Structure ...... Brewers ...... Packaging Trends ...... Channel Analysis ...... Market Valuation & Pricing ...... Distribution Trends...... Beer Pricing Tables ...... Beer Data Tables ...... Section 4 Brewer Profiles ...... Brewer Profiles ...... Anheuser-Busch Inbev China Co Ltd ...... Asahi ...... Asia Brewery Inc ...... Carlsberg ...... Chongqing Brewery Group ...... CRSB (China Resources Enterprises/Sabmiller) ...... Ginsber Beer Co Ltd ...... Guangdong Brewery Holdings Limited (Kingway Brewery Holdings Ltd) ...... Heineken Asia Pacific Breweries Limited ...... Henan Jinxing Beer Group Company ...... Kirin China Co Ltd...... Hebei Lanbei Alcohol Co Ltd ......

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Yunnan Lancangjiang Brewery ...... Shandong New Immense Brewery ...... San Miguel ...... Suntory ...... Tsingtao Brewery Co Ltd ...... Henan Weixue Beer Group ...... Xuanhua Zhonglou Brewery ...... Beijing Yanjing Brewery Group ...... Lanzhou Yellow River Beer Group ...... Zhujiang Beer Group Company ...... Jiangsu Dafuhao Breweries Co Ltd ...... Smaller Brewers ...... Methodology & Product Definitions...... Map ......

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List of Tables

Table 1: Asia Population Size and Growth, 2003-2014F ...... Table 2: China Economic Indicators, 2005-2015F ...... Table 3: Asia Commercial Beverage Consumption - Per Capita, 2003-2014F ...... Table 4: Asia Commercial Beverage Consumption - Per Capita % Share, 2003-2014F ...... Table 5: Asia Commercial Beverage Consumption - Per Capita Growth, 2004-2014F ...... Table 6: Taxation Base ...... Table 7: Historical Excise Rates of Beer ...... Table 8: Legal Controls on Beer ...... Table 9: Tax Burden on Beer @ 5% Abv, 2013 ...... Table 10: Leading Retail Groups for Beer 2009-2013 (number of outlets) ...... Table 11: Beer Key Facts ...... Table 12: Top 10 Beer Brands - Volume, 2011-2013 ...... Table 13: Top 10 International Premium and Superpremium Beer Brands - Volume, 2011-2013 ...... Table 14: Licensed Brand Owners and Licensees ...... Table 15: Beer Market Valuation (Local Currency), 2012-2013F ...... Table 16: Selected Consumer Beer Prices, North Region: Off-Premise, 2012-2014 ...... Table 17: Selected Consumer Beer Prices, East Region: Off-Premise, 2012-2014 ...... Table 18: Selected Consumer Beer Prices, South Region: Off-Premise, 2012-2014 ...... Table 19: Selected Consumer Beer Prices, West Region: Off-Premise, 2012-2014 ...... Table 20: Selected Consumer Beer Prices, North Region: On-Premise, 2012-2014 ...... Table 21: Selected Consumer Beer Prices, East Region: On-Premise, 2012-2014 ...... Table 22: Selected Consumer Beer Prices, South Region: On-Premise, 2012-2014 ...... Table 23: Selected Consumer Beer Prices, West Region: On-Premise, 2012-2014 ...... Table 24: Commercial Beverage Consumption - Liters Per Capita, 2003-2014F ...... Table 25: Commercial Beverage Consumption - Per Capita % Share, 2003-2014F ...... Table 26: Commercial Beverage Consumption - Per Capita Growth, 2004-2014F ...... Table 27: Commercial Beverage Consumption - Million Liters, 2003-2014F ...... Table 28: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2003-2014F ...... Table 29: Beer Production/Trade/Consumption 000 HL, 2003-2013F ...... Table 30: Beer Production/Trade/Consumption - Growth, 2003-2013F ...... Table 31: Beer Foreign Trade By Country (Imports), 2010-2013F ...... Table 32: Beer Foreign Trade By Country (Exports), 2010-2013F ...... Table 33: Beer Market Valuation (Local Currency), 2012-2013F ...... Table 34: Beer Consumption by Local Definition, 2010-2013F ...... Table 35: Beer Consumption by Standard Price Segmentation, 2010-2013F ...... Table 36: Beer Consumption by Alcoholic Strength, 2010-2013F ...... Table 37: Beer Consumption by Type, 2010-2013F ...... Table 38: Beer Consumption by Geographic Scope, 2010-2013F...... Table 39: Beer All Trademarks, 2009-2013 ...... Table 40: Beer Brands by Local Definition, 2009-2013 ...... Table 41: Beer Brands by Standard Price Segment, 2009-2013 ...... Table 42: Beer Brands by Alcoholic Strength, 2009-2013 ...... Table 43: Beer Brands by Type, 2009-2013 ...... Table 44: Imported Brands by Origin, 2009-2013 ...... Table 45: Beer Licensed Brands, 2009-2013 ...... Table 46: Beer Private Label Brands, 2009-2013 ...... Table 47: Beer Trademark Owners, 2009-2013 ...... Table 48: Beer Local Operators, 2009-2013 ...... Table 49: Beer leading Brewers/Importers, 2009-2013 ...... Table 50: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2010-2014F ...... Table 51: Beer Distribution: On vs Off Premise, 2010-2013F ...... Table 52: Breweries Capacity (000s HL) ......

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Table 53: Anheuser-Busch Inbev Full Brand List ...... Table 54: A-BInBev China Investment Co Ltd Brand Volumes 2009-2013 ...... Table 55: Breweries Capacity (000s HL) ...... Table 56: Asahi Full Brand List ...... Table 57: Asahi Breweries Brand Volumes 2009-2013 ...... Table 58: Breweries Capacity (000s HL) ...... Table 59: Asia Brewery Full Brand List ...... Table 60: Asia Brewery China Brand Volumes 2009-2013 ...... Table 61: Carlsberg Subsidiaries/Affliates ...... Table 62: Breweries Capacity (000s HL) ...... Table 63: Carlsberg Full Brand List ...... Table 64: Carlsberg China Brand Volumes 2009-2013 ...... Table 65: Breweries Capacity (000s HL) ...... Table 66: Chongqing Brewery Full Brand List ...... Table 67: Chongqing Brewery Brand Volumes 2009-2013 ...... Table 68: Breweries Capacity (000s HL) ...... Table 69: CRSB Full Brand List ...... Table 70: China Resources Snow Breweries Ltd Brand Volumes 2009-2013 ...... Table 71: Henan Aoke Brewery Co Ltd Brand Volumes 2009-2010 ...... Table 72: Breweries Capacity (000s HL) ...... Table 73: Ginsber Beer Full Brand List ...... Table 74: Ginsber Brewery Brand Volumes 2009-2013 ...... Table 75: Breweries Capacity (000s HL) ...... Table 76: Guangdong Brewery Full Brand List ...... Table 77: Guangdong Brewery Brand Volumes 2009-2013 ...... Table 78: Breweries Capacity (000s HL) ...... Table 79: Heineken Asia Pacific Breweries Full Brand List ...... Table 80: Heineken Asia Pacific Breweries China Brand Volumes 2009-2013 ...... Table 81: Breweries Capacity (000s HL) ...... Table 82: Henan Jinxing Full Brand List ...... Table 83: Henan Jinxing Brewery Brand Volumes 2009-2013 ...... Table 84: Breweries Capacity (000s HL) ...... Table 85: Kirin Full Brand List ...... Table 86: Kirin China Brand Volumes 2009-2013 ...... Table 87: Breweries Capacity (000s HL) ...... Table 88: Hebei Lanbei Full Brand List ...... Table 89: Hebei Lanbei Alcohol Co Ltd Brand Volumes 2009-2013 ...... Table 90: Breweries Capacity (000s HL) ...... Table 91: Yunnan Lancangjiang Full Brand List ...... Table 92: Yunnan Lancangjiang Brewery Brand Volumes 2009-2013...... Table 93: Breweries Capacity (000s HL) ...... Table 94: Shandong New Immense Brewery Full Brand List ...... Table 95: Shandong New Immense Brewery Brand Volumes 2009-2013 ...... Table 96: Breweries Capacity (000s HL) ...... Table 97: San Miguel Full Brand List ...... Table 98: San Miguel China Brand Volumes 2009-2013 ...... Table 99: Breweries Capacity (000s HL) ...... Table 100: Suntory Full Brand List ...... Table 101: Suntory China Brand Volumes 2009-2013 ...... Table 102: Breweries CAPACITY (000s HL) ...... Table 103: Tsingtao Full Brand List ...... Table 104: Tsingtao Brand Volumes 2009-2013 ...... Table 105: Breweries Capacity (000s HL) ...... Table 106: Henan Weixue Full Brand List ...... Table 107: Henan Weixue Beer Co Ltd Brand Volumes 2009-2013 ...... Table 108: Breweries Capacity (000s HL) ......

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Table 109: Xuanhua Zhonglou Full Brand List ...... Table 110: Xuanhua Zhonglou Beer Co Ltd Brand Volumes 2009-2013 ...... Table 111: Breweries Capacity (000s HL) ...... Table 112: Beijing Yanjing Brewery Full Brand List ...... Table 113: Yanjing Brewery Brand Volumes 2009-2013 ...... Table 114: Breweries Capacity (000s HL) ...... Table 115: Lanzhou Yellow River Full Brand List ...... Table 116: Lanzhou Yellow River Beer Group Brand Volumes 2009-2013 ...... Table 117: Breweries Capacity (000s HL) ...... Table 118: Zhujiang Brewery Full Brand List ...... Table 119: Zhujiang Beer Group Brand Volumes 2009-2013 ...... Table 120: Breweries Capacity (000s HL) ...... Table 121: Jiangsu Dafuhao Breweries Full Brand List ...... Table 122: Tianjin Derong Trading Co Ltd ...... Table 123: Jiangxi Jiujiang Brewery ...... Table 124: Shandong Longkou Milk Way Brewery...... Table 125: Montrose Food & Wine Company ...... Table 126: Nanjie Village Brewery Co Ltd ...... Table 127: Shijiazhuang Sanjiu Brewery Co Ltd ...... Table 128: Xiliang Beer Co Ltd ......

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List of Figures

Figure 1: Beer Leading Brewers/Importers, 2013...... Figure 2: Beer Consumption by Pack Material/Type, 2013 ...... Figure 3: Beer Distribution by Channel, 2013 ...... Figure 4: Beer Consumption by Price Segment, 2013 ......