Taking Advantage of a Beer Revolution. January 22nd 2008 Managing Director Niels Hald Danish Brewers Association

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1 Taking Advantage of a Beer Revolution January 22nd 2008 Managing Director Niels Hald Danish Brewers Association

3 The Danish Beer Market Development in sales Beer 3,6 % 1,8 % - imported beer 45,5 % 17,0 % - beer from micro bre. 131,7 % 42,0 % Wine 0,9 % 1,4 % Spirits 3,4 % 0,7 % Soft drinks 1,3 % 6,1 %

4 The New Danish Beer Market Number of Danish breweries Sales share of imported beer and beer from micro breweries (in %) Danish breweries 546 new Danish beers est. 7 % market share for speciality beer From 22 to in 9 years - largest consumer org. pr. cap

5 Dansk mikrobryg er eksploderet i Danmark

6 Antal bryggerier Mellemhandler /importører Antal øl registreret* Super premium andel** Volumeandel udenlandsk* Volumeandel dansk mikro* < ,0 17,3 0,5 3,7 0,2 2,6 *Estimater basseret på nærmeste år ** Værdiandel, øl over 19kr/l Kilde: Bryggeriforeningen, DRS

7 Det nye danske ølmarked Markedsandel Pris pr liter Est. 3 % DK Micro Bre kr. Est. 4 % Imported Beer kr. Øl fra mikrobryggerier er mere hot end IPod. Est. 63 % Premium Beer kr. Forbrugerne betaler gerne mere for specialøl. Est. 30 % Discount Market 5-10 kr.

8 What is super premium Prissegmentering DK Mikro Dansk øl Internationalt øl Super Premium >19kr/l + 40 kr/l Premium kr/l kr/l Mainstream kr/l Discount <10 kr/l kr/l

9 Super premium viser de første tendenser på udfladning Performance, MAT Dec 2005 MAT Dec 2007 Markedsudviklingen i værdi 000 kr, MAT MAT Dec 05 MAT Feb 06 MAT Apr 06 MAT Jun 06 MAT Aug 06 MAT Okt 06 MAT Dec 06 MAT Feb 07 MAT Apr 07 MAT Jun 07 MAT Aug 07 MAT Okt 07 MAT Dec 07 Kilde: ACNIelsen, Dec Super premium

10 Udfladningen skyldes primært Internationalt øl Performance, MAT Dec 2005 MAT Dec 2007 Markedsudviklingen i værdi 000 kr, MAT International Dansk mikro* MAT dec 2005 MAT feb 2006 MAT apr 2006 MAT jun 2006 MAt aug 2006 MAT okt 2006 MAT dec 2006 MAT feb 2007 MAT apr 2007 MAT jun 2007 MAT aug 2007 MAT okt 2007 MAT dec 07 * Dansk Mikro er øl over 30kr/l Kilde: ACNielsen, Dec 2007

11 Mikrobryggerierne har taget andele i 19% 19% 18% super premium segmentet Off Trade, MAT, Value share, % 22% 22% 21% 24% 35% 34% 33% 33% 32% 32% 31% 31% 30% 30% 29% 28% 27% 27% 26% 25% 36% 37% Mikro bryggerier og andre mindre december 2005 marts 2006 juni 2006 september 2006 december 2006 marts 2007 juni 2007 september 2007 december 2007 Source: ACNielsen, Dec (Int. øl og Dansk mikro)

12 The New Danish Beer Market About hl About hl hl Others About 40-50

13 The New American Beer Market U.S. Breweries Operating Regional Craft Breweries 375 Microbreweries 967 Brewpubs 1,390 Total Craft Breweries Billion litres Development in sales of special beer in the USA 20 Large Breweries 25 Regional Breweries 1,442 Total U.S. Breweries 2007 U.S. Openings: 42 Brewpubs 32 Microbreweries 2007 U.S. Closings: 15 Brewpubs 8 Microbreweries Development Regional craft breweries: 4,254,835 bbl 14% Contract brewing companies: 981,479 bbl 5% Microbreweries: 821,218 bbl 16% Brewpubs: 696,819 bbl 4%

14 The New Danish Beer Market Conditions for continued growth in the special beer segment: Continued high quality and few technical errors (education) Desire and energy to continously telling the story Differentiated pricing (earing into the wine and discount market) Professionalism in connection to sales, distribution etc.

15 Members

16 Purpose The Danish Brewers Association must maintain and promote the best possible political conditions for member breweries Improve political conditions Act on behalf of the entire beer and soft drink industry Be a forum for common projects / coodination of subjects Collect, analyse and present information and statistics Participate in international cooperation

17 Tasks before and after the beer revolution Before Business relations and market access Foodstuff legislation Nutrition and obesity debate Environment and packaging Social responsibility and alcohol policy Working conditions for drivers Transportation Limited image activities High international profile (visibility) Now also Working environment in a broader sense Individual guidance to breweries Beersherifs (consultancy arrangement) Education of brewers Quality security and development Seminars and field trips Continued acquisition Extensive image activities

18 Beer Ambassadors Chefs & waiters Journalists & beer writers Enthusiasts/consumers Brewers Easter Stout Pilsner Easter Bock

19 The Danish Beer Academy Founded by The Scandinavian Brewing School and Danish Brewers Association Umbrella for brewers association s image activities. Give knowledge and better experiences with beer. News forum and media quoted by other medias.

20 The Danish Beer Language (1.0) 110 words describing beer On flavor Appearance, aroma and mouthexp.

21 The Danish Beer Language (2.0) On flavor plus 5-10 common off flavors Better tools for beer tasting Hops, malts and yeast described like grapes in wine More beer styles

22 Chefs & Waiters Chefs & waiters Educational materials Beer tasting kit Professional beer tasting Next steps The Danish Beer Language 2.0 Field trips to breweries

23 Journalists & Beer Writers Journ. & beerwriters Tap in articles every three weeks on Press seminars on i.e. Easter Brew Samples Press event: Danish beer beats wine in Paris Next steps The Danish Beer Language 2.0 Field trips to breweries

24 Enthusiasts/Consumers Enthusiasts/consumers Webpage Corps of Master Brewers educate and make beer tastings Tap in articles every three weeks on Next step Great European Beer Festival in CPH

25 Brewers Brewers Diploma brewer courses from Scandinavian Brewing School Professional beer tasting and other cources The Danish Beer Language Tap in articles every three weeks on Next step The reinvention of a Nordic Beer Style

26 Danish Diamonds and Health Danes are employed in the brewing industry at breweries.

27 Denmark is a super power Production by Danish breweries globally, nationally and for exports (mio. litres) Danish breweries global turnover: DKK 55 billion Danish breweries global production: 10,7 billion litres. An increase by 144 % since Corresponding to a sale of beers every second every day of the year. The global production is 10 times higher than the Danish production.

28 Denmark is a super power European breweries are the biggest beer producers in the world (production in billion litres 2004) Denmark is the most international beer country in Europe. 57 % of the Danish production is exported. Global production is 10 times bigger than the domestic. The 5 th -largest brewery in the world is Danish. Degree of internationalisation 2004 (exported share of domestic production)

29 Beer the Danish diamonds Danes are employed in the brewing industry at breweries.

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