Euromonitor International
June 2015
BEER IN PERU
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Euromonitor International
BEER IN PERU
BEER IN PERU
HEADLINES
Total volume sales of beer grow by 3% in 2014, to reach 1.4 billion litres
Several product launches are observed in 2014
Premium lager posts 14% growth in total volume terms in 2014
Average unit prices increase by 4% during 2014
In 2014, Unin de Cerveceras Peruanas Backus y Johnston SAA continues to lead beer
accounting for 95% share of total volume sales
Beer is expected to grow by a 3% total volume CAGR over the forecast period
TRENDS
Beer achieved 3% growth in total volume terms in 2014, in contrast with the 1% decline
posted the previous year, as a consequence of the change in the taxing system, which
determined that final prices to consumers increased importantly. In 2014, a modest
performance by the economy coupled with a category near its maturity level, determined that
most consumers continued consuming their favourite beers with their usual frequency. Some
middle-income consumers tried some new beers launched by key players such as Backus Ice
and Budweiser, while upper income consumers, searching for higher quality and projecting
higher status, opted for premium lager.
Premium lager achieved 14% growth in total volume terms in 2014, favoured by the trend
towards premium products. On the one hand, domestic premium lager carried strong
advertising campaigns that appealed to consumers. On the other hand, imported premium
lager, which registered a remarkable 34% total volume growth in 2014, registered several
product launches and improved their availability both within supermarkets/hypermarkets and
some on-trade channels.
Unit prices increased in 4% in 2014, marginally above the economys inflation, and as prices
were still influenced by the legislation updated the previous year.
Mid-priced lager held the largest volume share of 86% of total sales, in 2014, favoured by
carrying the most popular brands, such as Cristal and Pilsen Callao, which benefit from massmarketing campaigns, excellent level of distribution and competitive prices. Premium lager
witnessed its share increase from 12% to 14% of total volume sales in 2014, as some middleincome consumers traded up to this type of beer in search of higher quality products, which at
the same time constituted a sign of higher status. Economy brands represent marginal share
of total volume sales, and continued declining, as lower income consumers favoured by
higher purchasing power, gradually opted to trade up to mid-priced lager, where there is a
good range of brands with better quality at affordable prices.
Men and women between 18 to 35 years old from low-middle to high income segments are
the key consumers of beer. Despite this, there is a considerable amount of older people who
also drink beer, but the target of companies is focused on the indicated age range. It is worth
noting that women prefer significantly less bitter beer than men. There were some efforts by
the two leading companies in the past to target them with specific brands; however, none of
them succeeded and exited the category.
Off-trade consumption accounted for 82% share of total beer consumption in Peru. This
scenario is explained by the fact that drinking beer traditionally takes place at social
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COMPETITIVE LANDSCAPE
Unin de Cerveceras Peruanas Backus & Johnston SAA remained as the undisputed leader
of Peruvian beer in 2014, with a total volume share of 95%, due to the longstanding presence
of several of its brands. For instance, the two leading brands, Cristal and Pilsen Callao, have
been present for more than 100 years. In addition, the company targets every socioeconomic
segment with products within premium, mid-priced and economy ranges. Furthermore, the
company relies on an excellent distribution network and successfully competes in different
regions of the country, with brands such as Pilsen Trujillo in the north and Cusquea and
Arequipea in the south. What is more, the company heavily invests in marketing campaigns
and periodically innovates to maintain the interest of its consumers as well as to attract new
ones.
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BEER IN PERU
In 2014, Unin de Cerveceras Peruanas Backus & Johnston SAA gained one percentage
points compared to 2013, due to several launches in the year as well as aggressive marketing
campaigns that supported its leading brands and product developments.
Domestic brands dominate Peruvian beer, as they are competitively priced, have a
longstanding presence in the country, benefit from wide distribution and strong advertising
campaigns. In turn, international brands accounted for marginal share of total beer volume
sales in Peru, and mostly appeal to affluent consumers, as they carry higher unit prices and
provide a wider range of flavours and ABV.
In January 2014, Unin de Cerveceras Peruanas Backus & Johnston launched its Backus
Ice, the first extra cold beer available. The product progressively gained awareness among
consumers. In addition, in October 2014, the company launched its Fiesta Real, its only
economy lager available, without using any advertising campaigns, just relying on distribution
on key districts in Lima. Finally, the company also introduced two new sizes for its Cristal
brand: 473ml and 250ml.
During 2014, Cia Cervecera Ambev Per SAC launched two new brands: Lwenbru, first
beer to highlight its German origin and Budweiser, a brand which its marketing campaign
positions it as premium with a more affordable price than usual premium beer. These brands
are gradually raising awareness among consumers.
Advertising campaigns use all existing channels to promote their beers, from mass media
advertising, social networks, creating web pages for main brands and advertising at point-ofsale. Mass media advertising typically exploits the idea of sharing with family and friends,
especially for mid-priced beers. This is because beer is considered an alcoholic drink for
groups to share and enjoy together in Peru, often pouring cups from the same bottle. For this
reason, the participants in much of the advertising are shown to indulge in intense social
activity and are nearly always younger individuals. However, Cusquea typically shows upper
income people consuming the product.
There were two famous advertising campaigns both by Unin de Cerveceras Peruanas
Backus & Johnston SAA. The first one was Trae a tu pata (Bring your friend) for Pilsen
Callao, in which registered users should gather bottle caps or metal cans which had a specific
number of kilometres printed on them. The goal is to obtain a total of 10,000 kilometres, in
order to participate in a raffle to bring a friend on holiday with you. The second was Copa
Pichanga for Cristal, which promoted a tournament among 216 teams within different
neighbourhoods in Lima, and the winner obtained the free construction of a synthetic grass
field to play fulbito (amateur five-a-side soccer game).
Premium brands such as domestic Cusquea and imported Heineken and Corona Extra, are
highly priced and compete by advertising their products as providing superior quality, and
offering flavour variants, to attract high-income segments. Standard domestic lagers such as
Cristal, Pilsen and Brahma all compete using different strategies: while the first two brands
appeal to nationalism elements, being advertised as having the flavour preferred by
Peruvians, the last one based its advertising on strongly using price discounts. Finally, in
economy lager, Fiesta Real does not use any type of advertising but focuses on having a
good level of distribution in key low-income districts in Lima.
In 2014, there were 22 breweries in the country; six of them belonged to Unin de
Cerveceras Peruanas Backus & Johnston, one to Cia Cervecera Ambev Per and one to
Ajeper. The remaining breweries are artisanal.
No private label was present in Peruvian beer in 2014. The reason behind is that beer prices
of a good quality are already affordable, due to the intense competition among companies
participating.
There was no significant merger and acquisition activity in 2013-2014.
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PROSPECTS
Beer is predicted to register a 3% total volume CAGR during the forecast period, which is
marginally below the review period performance. Given the fact that beer approaches its
maturity level, further growth will be achieved at a more gradual pace. Expansion will be
helped by rising disposable incomes, which will allow some middle-income consumers gain
access to premium options, as well as increased consumption within on-trade channels.
The main potential forecast threat is new changes on the taxing system that would determine
higher unit prices for consumers, which could react by reducing their frequency of
consumption of their preferred brands.
Given the fact that imported premium lager represented a niche in Peru, it is expected that to
register the fastest total volume growth with a 13% CAGR over the forecast period, benefiting
from the higher disposable incomes of Peruvian consumers, and wider distribution through
modern retail channels as well as on-trade channels.
Moderate growth rates on unit prices are expected over the forecast period. Given the fact
that competition is strong in Peru, players participating in this arena avoid sharp price
increases to avoid damaging their share.
Backus Ice is expected to perform well over the short-term, as it has already received a
favourable response from high and high-middle income consumers. The main competitor,
multinational Ambev, could try to launch a similar product, targeting affluent young adults.
Unin de Cerveceras Peruanas Backus & Johnston SAA is expected to continue updating its
portfolio with premium beers in an effort to cater to upper income consumers preferences. In
addition, it will be increasingly more innovative in its advertising campaigns to maintain the
interest and loyalty of consumers.
The on-trade channel is expected to develop at faster rates of growth during the forecast
period, due to the development of foodservice in Peru and helped as well by the fact that
Peruvian consumers benefiting from higher purchasing power will increase their consumption
of beer through on-trade establishments, responding to the social aspect of drinking.
Nevertheless, the off-trade channel will remain by far the most important in total volume sales.
CATEGORY BACKGROUND
Lager Price Band Methodology
Domestic lager is the most consumed beer in Peru. Within domestic lager, products are
divided into premium, mid-priced and economy lager. Typical brands in domestic premium
lager are Cusquea and Tres Cruces and in mid-priced lager are Cristal, Pilsen Callao and
Brahma, among many others. In the case of domestic economy lager, the only brand is Fiesta
Real.
The average price per litre in 2014 was PEN12.9 for imported premium lager, PEN10.2 for
domestic premium lager, PEN5.4 for domestic mid-priced lager and PEN4.8 for domestic
economy lager.
Summary 1
Category
Premium
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BEER IN PERU
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Mid-priced
PEN4.80-6.8.00
Economy
PEN4.80
Source:
Note:
Table 1
Big companies
Artisanal breweries
TOTAL
Source:
Note:
2009
2010
2011
2012
2013
2014
8
3
11
8
9
17
8
12
20
8
15
23
CATEGORY DATA
Table 2
million litres
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium
Lager
--- Imported Premium
Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced
Lager
--- Imported Mid-Priced
Lager
-- Economy Lager
--- Domestic Economy
Lager
--- Imported Economy
Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
2009
2010
2011
2012
2013
2014
1,125.1
1,125.1
111.2
110.1
1,177.5
1,177.5
120.0
118.7
1,289.4
1,289.4
137.3
134.9
1,371.0
1,371.0
153.1
149.5
1,353.3
1,353.3
168.0
164.0
1,393.1
1,393.1
191.7
186.4
1.1
1.3
2.4
3.6
3.9
5.2
1,000.7
1,000.7
1,050.9
1,050.9
1,150.3
1,150.3
1,216.1
1,216.1
1,183.7
1,183.7
1,199.8
1,199.8
13.2
13.2
6.6
6.6
1.8
1.8
1.8
1.8
1.6
1.6
1.6
1.6
1,125.1
1,177.5
1,289.4
1,371.0
1,353.3
1,393.1
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BEER IN PERU
Table 3
Passport
PEN million
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium
Lager
--- Imported Premium
Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced
Lager
--- Imported Mid-Priced
Lager
-- Economy Lager
--- Domestic Economy
Lager
--- Imported Economy
Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
Table 4
2009
2010
2011
2012
2013
2014
7,483.3
7,483.3
1,113.4
1,100.5
7,945.3
7,945.3
1,231.8
1,215.7
8,976.3
8,976.3
1,458.8
1,428.4
9,935.7
9,935.7
1,698.0
1,649.7
10,183.0
10,183.0
1,926.7
1,872.7
10,870.2
10,870.2
2,279.9
2,205.4
12.9
16.0
30.4
48.2
54.0
74.5
6,327.7
6,327.7
6,692.2
6,692.2
7,511.4
7,511.4
8,231.6
8,231.6
8,250.5
8,250.5
8,584.8
8,584.8
42.2
42.2
21.3
21.3
6.1
6.1
6.2
6.2
5.7
5.7
5.5
5.5
7,483.3
7,945.3
8,976.3
9,935.7
10,183.0
10,870.2
Euromonitor International from official statistics, trade associations, trade press, company research,
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Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium Lager
--- Imported Premium Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced Lager
--- Imported Mid-Priced Lager
-- Economy Lager
--- Domestic Economy Lager
--- Imported Economy Lager
Non/Low Alcohol Beer
Stout
Beer
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2013/14
2009-14 CAGR
2009/14 Total
2.9
2.9
14.1
13.7
33.8
1.4
1.4
-5.2
-5.2
2.9
4.4
4.4
11.5
11.1
37.8
3.7
3.7
-34.8
-34.8
4.4
23.8
23.8
72.4
69.3
397.5
19.9
19.9
-88.2
-88.2
23.8
BEER IN PERU
Source:
Passport
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Table 5
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium Lager
--- Imported Premium Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced Lager
--- Imported Mid-Priced Lager
-- Economy Lager
--- Domestic Economy Lager
--- Imported Economy Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
2013/14
2009-14 CAGR
2009/14 Total
6.7
6.7
18.3
17.8
38.0
4.1
4.1
-3.1
-3.1
6.7
7.8
7.8
15.4
14.9
42.0
6.3
6.3
-33.3
-33.3
7.8
45.3
45.3
104.8
100.4
476.5
35.7
35.7
-86.8
-86.8
45.3
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Table 6
million litres
Off-trade
On-trade
Total
Source:
2009
2010
2011
2012
2013
2014
936.7
188.3
1,125.1
979.7
197.9
1,177.5
1,069.8
219.6
1,289.4
1,136.5
234.5
1,371.0
1,118.6
234.7
1,353.3
1,148.2
244.9
1,393.1
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Table 7
PEN million
Off-trade
On-trade
Total
Source:
Table 8
2009
2010
2011
2012
2013
2014
4,859.5
2,623.9
7,483.3
5,118.9
2,826.3
7,945.3
5,754.9
3,221.4
8,976.3
6,362.7
3,573.0
9,935.7
6,502.5
3,680.5
10,183.0
6,904.8
3,965.4
10,870.2
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% volume growth
Off-trade
On-trade
Total
Source:
2013/14
2009-14 CAGR
2009/14 TOTAL
2.6
4.3
2.9
4.2
5.4
4.4
22.6
30.0
23.8
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Table 9
Off-trade
On-trade
Total
Source:
2013/14
2009-14 CAGR
2009/14 TOTAL
6.2
7.7
6.7
7.3
8.6
7.8
42.1
51.1
45.3
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Table 10
% total volume
Company
2010
2011
2012
2013
2014
SABMiller Plc
Anheuser-Busch InBev NV
Aje Group
InBev NV SA
Others
Total
90.3
7.1
1.8
0.8
100.0
91.3
6.6
1.4
0.8
100.0
93.0
5.1
1.1
0.8
100.0
93.6
4.0
1.0
1.4
100.0
95.1
4.1
0.1
0.7
100.0
Source:
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Table 11
% total volume
Company
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Cia Cervecera Ambev
Per SAC
Ajeper SA
Others
Total
Source:
Table 12
2010
2011
2012
2013
2014
90.3
91.3
93.0
93.6
95.1
7.1
6.6
5.1
4.0
4.1
1.8
0.8
100.0
1.4
0.8
100.0
1.1
0.8
100.0
1.0
1.4
100.0
0.1
0.7
100.0
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% total volume
Brand (Global Brand
Owner)
Cristal (SABMiller
Plc)
Pilsen Callao
(SABMiller Plc)
Cusquea (SABMiller
Plc)
Pilsen Trujillo
(SABMiller Plc)
Arequipea
(SABMiller Plc)
Brahma (AnheuserBusch InBev NV)
Pilsen Polar
(SABMiller Plc)
San Juan (SABMiller
Plc)
Malta Cusquea
(SABMiller Plc)
Cusquea de Trigo
(SABMiller Plc)
Franca (Aje Group)
Zenda (AnheuserBusch InBev NV)
Others
Total
Source:
Company
2011
2012
2013
2014
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Cia Cervecera Ambev
Per SAC
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Unin de Cerveceras
Peruanas Backus &
Johnston SAA
Ajeper SA
Cia Cervecera Ambev
Per SAC
Others
Total
40.7
40.3
38.5
38.7
28.0
27.8
27.9
28.1
9.6
10.3
11.5
12.8
7.5
9.0
9.4
9.0
3.0
3.4
4.0
4.0
6.1
4.8
3.8
4.0
0.6
0.6
0.6
0.7
0.6
0.5
0.6
0.6
0.5
0.5
0.5
0.5
0.2
0.3
0.3
0.3
0.9
0.5
0.7
0.3
0.6
0.2
1.7
100.0
1.4
100.0
2.2
100.0
1.4
100.0
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Table 13
million litres
Beer Production
Beer Apparent
consumption
Beer Exports
Beer Imports
Source:
Note:
2008
2009
2010
2011
2012
2013
1,179.8
1,180.4
1,169.1
1,162.4
1,230.3
1,234.4
1,305.0
1,303.9
1,364.0
1,223.1
1,354.6
1,348.2
3.2
3.9
11.1
4.4
4.9
8.9
8.8
7.8
151.9
11.0
15.9
9.6
Table 14
million litres
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Passport
Beer Brazil
Beer Argentina
Beer Belgium
Beer Dominican Republic
Beer Canada
Beer Czech Republic
Beer Duty Free
Beer China
Beer Ecuador
Beer Chile
Beer Others
Beer Total
Source:
Note:
2008
2009
2010
2011
2012
2013
1.6
0.1
0.0
0.0
0.0
1.1
0.2
0.0
3.9
2.7
0.1
0.0
0.0
0.0
0.0
0.7
0.1
4.4
4.6
0.1
0.0
0.0
3.2
0.1
0.0
8.9
5.0
0.2
0.0
0.0
0.0
1.0
0.0
7.8
7.8
0.1
0.0
0.0
0.0
0.0
0.0
0.0
11.0
5.7
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
9.6
Table 15
PEN million
Beer Brazil
Beer Mexico
Beer Argentina
Beer Belgium
Beer Canada
Beer Dominican Republic
Beer Czech Republic
Beer China
Beer Duty Free
Beer Chile
Beer Others
Beer Total
Source:
Note:
2008
2009
2010
2011
2012
2013
3.9
0.5
0.3
0.0
0.1
0.0
0.4
0.0
8.3
4.4
0.6
0.3
0.1
0.0
0.0
0.0
0.3
8.5
6.8
0.6
0.3
0.0
0.0
0.1
0.0
12.8
6.9
1.6
0.6
0.1
0.1
0.0
0.0
13.6
11.2
2.2
0.5
0.3
0.0
0.0
0.0
0.1
21.3
11.1
4.5
0.4
0.3
0.2
0.1
0.1
0.0
0.0
23.1
Table 16
million litres
Beer Bolivia
Beer Chile
Beer Argentina
Beer Australia
Beer Costa Rica
Beer Canada
Beer Germany
Beer France
Beer China
Beer Colombia
Beer Others
Beer Total
Source:
Note:
Euromonitor International
2008
2009
2010
2011
2012
2013
0.7
0.0
0.0
0.0
0.0
3.2
1.0
0.0
0.0
0.0
11.1
1.7
0.0
0.0
0.0
0.0
0.0
0.0
0.0
4.9
4.5
2.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.3
0.0
8.8
10.8
3.2
0.0
0.1
0.0
0.0
0.0
0.0
134.0
151.9
8.5
5.0
0.0
0.0
0.0
0.0
0.0
0.0
15.9
10
BEER IN PERU
Table 17
Passport
PEN million
Beer Chile
Beer Bolivia
Beer United States
Beer United Kingdom
Beer Spain
Beer Japan
Beer International
Waters
Beer Korea, South
Beer Argentina
Beer Australia
Beer Others
Beer Total
Source:
Note:
2008
2009
2010
2011
2012
2013
1.6
3.2
2.7
1.1
0.2
0.0
2.2
3.0
4.3
0.6
0.3
0.1
4.1
3.0
3.3
0.7
0.2
0.1
4.3
8.1
1.6
2.6
0.6
0.1
0.1
6.8
22.1
3.7
3.0
0.7
0.3
0.2
12.4
10.4
3.2
2.0
0.8
0.2
0.1
0.1
9.2
0.0
10.6
0.0
0.0
11.6
0.1
0.0
0.2
0.0
18.9
0.1
0.0
0.1
0.4
37.6
0.1
0.1
0.0
29.7
Table 18
million litres
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium
Lager
--- Imported Premium
Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced
Lager
--- Imported Mid-Priced
Lager
-- Economy Lager
--- Domestic Economy
Lager
--- Imported Economy
Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
2014
2015
2016
2017
2018
2019
1,393.1
1,393.1
191.7
186.4
1,435.6
1,435.6
214.1
208.0
1,481.7
1,481.7
235.9
229.0
1,531.7
1,531.7
258.3
250.5
1,586.8
1,586.8
281.3
272.6
1,646.2
1,646.2
304.7
295.0
5.2
6.1
6.9
7.8
8.7
9.7
1,199.8
1,199.8
1,220.0
1,220.0
1,244.3
1,244.3
1,271.9
1,271.9
1,304.1
1,304.1
1,340.1
1,340.1
1.6
1.6
1.5
1.5
1.5
1.5
1.5
1.5
1.4
1.4
1.4
1.4
1,393.1
1,435.6
1,481.7
1,531.7
1,586.8
1,646.2
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Euromonitor International
11
BEER IN PERU
Table 19
Passport
PEN million
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium
Lager
--- Imported Premium
Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced
Lager
--- Imported Mid-Priced
Lager
-- Economy Lager
--- Domestic Economy
Lager
--- Imported Economy
Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
Table 20
2014
2015
2016
2017
2018
2019
10,870.2
10,870.2
2,279.9
2,205.4
11,318.1
11,318.1
2,556.1
2,469.5
11,791.2
11,791.2
2,828.3
2,730.0
12,304.1
12,304.1
3,108.9
2,998.0
12,860.2
12,860.2
3,399.5
3,275.3
13,462.1
13,462.1
3,699.7
3,561.2
74.5
86.5
98.3
110.9
124.2
138.5
8,584.8
8,584.8
8,756.6
8,756.6
8,957.6
8,957.6
9,190.0
9,190.0
9,455.6
9,455.6
9,757.4
9,757.4
5.5
5.5
5.4
5.4
5.3
5.3
5.2
5.2
5.1
5.1
5.0
5.0
10,870.2
11,318.1
11,791.2
12,304.1
12,860.2
13,462.1
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium Lager
--- Imported Premium Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced Lager
--- Imported Mid-Priced Lager
-- Economy Lager
--- Domestic Economy Lager
--- Imported Economy Lager
Non/Low Alcohol Beer
Stout
Euromonitor International
2014/15
2014-19 CAGR
2014/19 Total
3.7
3.7
8.3
8.2
11.3
2.8
2.8
-2.2
-2.2
-
3.4
3.4
9.7
9.6
13.1
2.2
2.2
-2.2
-2.2
-
18.2
18.2
59.0
58.2
84.9
11.7
11.7
-10.5
-10.5
-
12
BEER IN PERU
Passport
Beer
Source:
Table 21
3.7
3.4
18.2
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium Lager
--- Imported Premium Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced Lager
--- Imported Mid-Priced Lager
-- Economy Lager
--- Domestic Economy Lager
--- Imported Economy Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
2014/2015
2014-19 CAGR
2014/19 TOTAL
4.7
4.7
8.8
8.7
11.5
3.2
3.2
-2.1
-2.1
4.7
4.4
4.4
10.2
10.1
13.2
2.6
2.6
-2.1
-2.1
4.4
23.8
23.8
62.3
61.5
85.8
13.7
13.7
-10.2
-10.2
23.8
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Euromonitor International
13