o Value by region o Volume by region o Emerging markets and new horizons o Premiumization and the rise of craft brewing o Global market analysis

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1 About the author Disclaimer EXECUTIVE SUMMARY Industry overview Anheuser-Busch InBev SABMiller Heineken Asahi Breweries Carlsberg Kirin Tsingtao Molson Coors CR Snow Diageo Introduction About this report Methodology Industry overview Summary Market dynamics o Value by region o Volume by region Global beer market trends o Emerging markets and new horizons o Premiumization and the rise of craft brewing Leading players o Global market analysis Anheuser-Busch InBev Summary Company overview Recent performance Innovation and NPD strategy o Low cal leads the way in North America o Focus on fruit o Moving up the value chain in Asia Acquisition and divestment SWOT analysis SABMiller Summary Company overview

2 Recent performance Innovation and NPD strategy o Premiumization is a major driver o Different flavors are an avenue of expansion o Non-alcoholic drinks remain limited o Acquisition and divestment SWOT analysis Heineken International Summary Company overview Recent performance Innovation and NPD strategy o Bringing pale beers to the US o Focus on Brazil o Non-alcoholic brands gaining traction Acquisition and divestment SWOT analysis Asahi Group Summary Company overview Recent performance o Asahi Soft Drinks Innovation and NPD strategy o Asahi Super Dry Extra Cold o Asahi Ginger Draft Acquisition and divestment SWOT analysis Carlsberg Summary Company overview Recent performance Innovation and NPD strategy o Fruit flavors dominate in Europe o Non-alcoholic also an avenue of growth Acquisition and divestment SWOT analysis Kirin Holdings

3 Summary Company overview Recent performance Innovation and NPD strategy o Innovation mainly focused on Japan o Rest of Asia also being targeted Acquisition and divestment SWOT analysis Tsingtao Summary Company overview Recent performance Innovation and NPD strategy o Increasing awareness among young Chinese consumers through sports marketing o Targeting foreign imports with own premium beer range Acquisition and divestment SWOT analysis Molson Coors Summary Company overview Recent performance o MillerCoors Innovation and NPD strategy o Craft beers o Flavored beers o The female customer Acquisition and divestment SWOT analysis CR Snow Summary Company overview Recent performance Innovation and NPD strategy o Low innovation as focus remains on core brands Acquisition and divestment SWOT analysis Diageo

4 Summary Company overview Recent performance Innovation and NPD strategy o Spirit brands dominate innovation o Non-alcoholic drinks also being explored Acquisition and divestment SWOT analysis Appendix Bibliography/references TABLES Table: Leading beer companies by turnover ($m), 2011 Table: AB InBev key stats, 2011 Table: AB InBev financials ($m), Table: AB InBev turnover by segment, 2011 Table: SABMiller key stats, 2011 Table: SABMiller financials ($m), Table: SABMiller turnover by segment, 2011 Table: Heineken key stats, 2011 Table: Heineken financials ($m), Table: Asahi key stats, 2011 Table: Asahi Group turnover ($m), Table: Carlsberg key stats, 2011 Table: Carlsberg financials ($m), Table: Carlsberg turnover by segment, 2011 Table: Kirin Holdings key stats, 2011 Table: Kirin financials ($m), Table: Tsingtao key stats, 2011 Table: Tsingtao financials ($m), Table: Tsingtao turnover by segment, 2011 Table: Molson Coors key stats, 2011 Table: Molson Coors financials ($m), Table: CR Snow key stats, 2011 Table: CR Snow financials ($m), Table: Diageo key stats, 2011 Table: Diageo financials ($m), FIGURES Figure: Global beer market value by region ($bn), Figure: Global beer market volume by region (liters bn), Figure: AB InBev financials ($m),

5 Figure: AB InBev innovation: opportunities and challenges Figure: Labatt 52, new US six-pack Figure: Hoegaarden Rosée, an innovative crossover Figure: Harbin Beer, new packaging paperboard box Figure: AB InBev SWOT analysis Figure: SABMiller financials ($m), Figure: SABMiller innovation: opportunities and challenges Figure: SABMiller looks to high value products: Peroni and Miller Cold-Filtered Figure: Cusquena "100% malt lager" Figure: SABMiller SWOT analysis Figure: Heineken financials ($m), Figure: Heineken innovation: opportunities and challenges Figure: US pale ale launches from Heineken, including Mexican beer cocktail Tecate Michelada Figure: Brazil launches: Mexican-style tequila beer crossover Desperados and an innovative new Kaiser mini-keg Figure: Jillz cider, alcohol-free launch Figure: Heineken SWOT analysis Figure: Asahi Group turnover ($m), Figure: Asahi innovation: opportunities and challenges Figure: Asahi SWOT analysis Figure: Carlsberg financials ($m), Figure: Carlsberg innovation: opportunities and challenges Figure: Somersby ginger lemon cider, popularity growing in Denmark Figure: Shumensko Twist in Bulgaria Figure: Staropramen UK, 660ml pack sizes Figure: Schweppes Lemon Fusion Zero, new Danish soft drink release Figure: Carlsberg SWOT analysis Figure: Kirin financials ($m), Figure: Kirin innovation: opportunities and challenges Figure: Grand Kirin, new premium line Figure: China Topvalu beer, a new Kirin launch in an increasingly important market Figure: Kirin SWOT analysis Figure: Tsingtao financials, Figure: Tsingtao innovation: opportunities and challenges Figure: Tsingtao NBA beer, part of the brand's increasingly "Westernized" image Figure: Tsingtao Pure Draft beer Figure: Tsingtao's premium beers, heading for the international market Figure: Tsingtao SWOT analysis Figure: Molson Coors financials ($m), Figure: Molson Coors innovation: opportunities and challenges

6 Figure: Carling shrink-wrap Figure: Animée light beer, Molson Coors' ultimately unsuccessful female beer line Figure: Molson Coors SWOT analysis Figure: CR Snow turnover ($m), Figure: CR Snow innovation: opportunities and challenges Figure: New Snow Piju, launched in June 2012 Figure: Snow Pijiu, new lager in paperboard multipack case Figure: CR Snow SWOT analysis Figure: Diageo financials ($m), Figure: Diageo innovation: opportunities and challenges Figure: Smirnoff Signature Screwdriver Figure: Foreign Extra Malt launched in UK Figure: Smirnoff Ice black, splitting the vote in the US? Figure: Diageo SWOT analysis