Summer Internship Project Report

On

MARKET RESEARCH AND ANALYSIS OF ALCOHOLIC BEVERAGE MARKET

Completed At

Data Bridge Market Research

By

Manmeet Singh Duggal

Roll No.-FC18144, PGDM (2018-20)

Under Joint Supervision of

Facility Guide- Bhavneet Kaur

Industry Guide- Mrs. Avisha Solanki and Mr. Tarique Khan

Post Graduate Diploma in Management

1
 Data Bridge Market Research

Unit Nos. 806 & 807 on 8th Floor,

Iris Tech Park, Sohna Road,

Sector-48, Gurgaon.

CERTIFICATE

Certified that the summer internship project report on ―Market Research and Analysis of
Alcoholic Beverage Market‖ is the bonafide work of ― Manmeet Singh Duggal, Roll No:
FC18144‖, pursuing PGDM Batch (2018-20) of Jagan Institute of Management Studies, 3,
Institutional Area, Rohini, Sector 5, New Delhi - 110085. The work has been done under my
supervision during 29/04/2019 – 28/06/2019.

Date:

Signature of the Supervisor

Mrs. Avisha Solanki

Assistant Manager

Data Bridge Market Research

2
 CERTIFICATE

This is to certify that the summer internship project report on ―Market Research and Analysis of
Alcoholic Beverage Market‖ is the bonafide work of ―Manmeet Singh Duggal, Roll No:
FC18144‖, pursuing PGDM Batch (2018-20) of Jagan Institute of Management Studies, 3,
Institutional Area, Sec-5, Rohini, New Delhi – 110085. The report was prepared under my
supervision during 27/04/2019 – 28/06/2019.

Date:

Signature of the faculty Guide

Bhavneet Kaur

Faculty Guide

JIMS, Rohini, Sector 5, New Delhi - 85

3
 STUDENT’S DECLARATION

I declare that the Report on ―Market research and Analysis of Alcoholic Beverage Market‖ is
an original work done by me in accordance with the guidelines prescribed by the Dean‘s office
for preparation of Summer Internship Project Report and the work has not been submitted
anywhere else for review.

I understand that if the content of the work is found to be plagiarized at any time of its
evaluation, my report can be rejected and disciplinary action may be initiated against me.

Date :

Signature of the student

Manmeet Singh Duggal

Roll. No.-FC18144

PGDM (2017-19)

4
 ACKNOWLEDGMENT

The internship opportunity I had with the Data Bridge Market Research Company was a great
chance for learning and professional development. Therefore, I consider myself a very lucky
individual as I was provided with an opportunity to be a part of it. I am also grateful for having a
chance to meet so many wonderful people and professionals who led me though this internship
period.

Bearing in mind previous I am using this opportunity to express my deepest gratitude and special
thanks to the Ms. ‗Ruchika Kakarya‘ MD of Data Bridge Market Research who in spite of being
extraordinarily busy with her duties, took time out to hear, guide and keep me on the correct path
and allowing me to carry out my project at their esteemed organization and extending during the
training.

I express my deepest thanks to Ms. ‗Avisha Solanki‘ AM of Data Bridge Market Research who
supervised me through my internship and Mr. Mohammad Tarique who allocated me my daily
task and assisted me if I had any trouble. I choose this moment to acknowledge their contribution
to gratefully.

I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with all
of you in the future.

Sincerely,

Manmeet Singh Duggal

5
 LIST OF FIGURES

SI. No. Description Pg. No.

1 Share of 5 Largest Countries in Market Research 19

2 Growth of Alcoholic Beverage Market 28

3 Market Analysis of Global Alcoholic Beverages 35

Market

4 Competitors Analysis of Alcoholic Beverages 37-39

5 Comparative analysis of Top 5 Beverage Companies 40

6 Revenue Analysis of Top 5 Alcoholic Beverage 41

Companies

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 LIST OF TABLES & CHARTS

Figure No. Description Pg. No.

1 Sectors Served By DBMR 16

2 Services rendered by DBMR 17
3 Steps Followed by DBMR for approval of Report Description 22-27
4 Growth of Global Non-Alcoholic Beverages Market 35
5 Competitors Analysis of Top 20 Alcoholic Beverage Companies 37-39
6 Annual Revenue of 5 Alcoholic Beverage Companies 40
7 PESTEL Analysis 51-53

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 LIST OF ABBREVIATIONS USED

1. Ms. Miss
2. Mr. Mister
3. & And
4. E.g. Example
5. CAGR Compound Annual Growth Rate
6. SWOT Strength, Weakness, Opportunity, Threat
7. ICT Information & Communication Technology
8. SE Semiconductor
9. HC Healthcare
10. FMCG Fast-Moving Consumer Goods
11. M.E.A Middle East and Africa
12. RD Report Description
13. CH Comment Handling
14. PESTEL Political Economic Social Technological Environment & Legal
15. MD Managing Director
16. AM Assistant Manager

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 Table of Contents

Page No.

Certificate (from the organization) 2

Certificate (from the faculty mentor) 3

Author‘s Declaration 4

Acknowledgment 5

List of Figures 6

List of Tables 7

List of Notations and Symbols Used 8

Executive Summary 10-11

Chapter1: Overview 12-30

1.1 Introduction 12
1.2 Overview of the company 12
1.3 Overview of the industry 18
Chapter 2: Research Methodology 31-34
2.1 Objectives and scope 31
2.2 Research design 32
2.3 Sources of data collection 33
2.4 Data analysis - tools/techniques 33
2.5 Limitations of the study 34
Chapter 3: Conceptual Background 35-41
Chapter 4: Data Analysis and Findings 42-53
Chapter 5: Discussion and Conclusion 55
Chapter 6: Recommendations 57-58
Achievement 59
Bibliography 60
Annexure 61

9
 EXECUTIVE SUMMARY

In today's competitive world while entering in the market it is very necessary to have good
knowledge about product industry, cost, customers, current scenario, growth potential to
understand the industry from all perspectives. This involves in-depth research of the industry and
understanding the roles of each player in the industry.

My project was concerned with the making of report description of various industries such as
Semiconductor & Electronics , Healthcare, Information & Communication Technology , Food &
Beverages, Chemicals and Automotive, in terms of its segments, market growth, its potential,
driving forces, restraining factors, opportunities available, challenges incurred, and company
analysis and profiling of key competitors present in the global market.

In this project, I was assigned the task to carry on secondary research of the insights and trends
in the market. For this, I was required to analyze the data available on the top 25 key player
websites. From my secondary research, I was required to find out each company‘s annual
revenue, their product portfolio, global presence, distribution channels, marketing strategies
adopted, recent launches, innovations, mergers, and acquisitions in the recent past. I was asked to
analyze the data drawn, and prepare a conclusive study on it referred to as company profiling.

The reports discuss in details about various sample reports description and further the
development of particularly the Global Alcoholic Beverage Market.

The global alcoholic beverages market is expected to grow significantly with a substantial
CAGR of 5.60% in the forecasted period of 2019-2026.

The future projections are presented along with the cause and effect relationship between the
market and several industries and macro-economic indicators providing insight on the prospects
in the global alcoholic beverages industry

10
The study shows that globally the alcoholic beverage sector is undergoing changes in terms of
product variety, business models and markets. Companies are customizing their products to meet
customer and market requirements. While developed countries continue to be the large markets
for alcoholic beverages, both production bases and consumption are shifting to developing
countries.

Through my study, I have learned that market research plays a very significant role in the ever-
changing and dynamic industry. Companies are continuously innovating their way of business,
adopting new technologies, expanding their business lines and enhancing customer satisfaction.
Market research helps in identifying the various loopholes and opportunities available for a
particular industry and bridges the gap the between the business goals and needs by delivering
the most appropriate and suitable solutions; which caters in the company‘s growth, by
subsidizing the risk and improving their performance. It overall enhances and assists the business
decision-making process.

11
 Chapter 1 : OVERVIEW

1.1 Introduction:

The Research Report is on development of synopsis or report briefs of various reports of

industries such as Semiconductor & Electronics, Healthcare, Information & Communication
Technology, Food & Beverages, Chemicals, and Automotive. The report synopsis summarizes
the market definition, market segmentation, market growth, drivers, restraints, key developments
and key competitors prevailing in the industry. The project also includes an in-depth analysis of
―Global Alcoholic Beverages Market‖ which includes Global Analysis, Size, Share, Growth,
Types, Trends category of most used beverages in industry, SWOT analysis, company profiling
of top 20 companies prevailing in the industry, marketing strategies adopted by top 5 companies,
and in-detail study on its market segmentation. The report offers a comprehensive evaluation of
the market. It covers in-depth qualitative and quantitative insights, historical data and verifiable
projection about market size. The projection featured in the report has been derived using proven
research, methodologies, and assumptions.

1.2 Company Introduction:

Established in the year 2016, Data Bridge Market Research set forth itself as an unconventional
and neoteric Market research and consulting firm with an unparalleled level of resilience and
integrated approaches. Presently, it is a leading global market research and management
consulting company. It publishes strategically analyzed market research studies and serves as a
business intelligence partner to more than 60% of fortune 1500 companies across the world. Data
Bridge Market Research also provides multi-client reports, company profiles, databases, and
custom research services.

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Data Bridge Market Research delves into the markets across Asia, North America, South
America, Africa to name few, and publishes annually more than 3500 Market Research Reports
in Healthcare, Chemicals, Food & Beverages, Automotive, Semiconductor, Information and
Communication Technology, Packaging & Materials, and Fast Moving Consumer Goods
Industries. The company has identified several unmet needs across the industries which no other
publisher provides when it comes on providing the value chain impact analysis on the overall
size of the market both from demand and supply side also along with the vendor & customer
side.

Data Bridge adepts in creating satisfied clients who reckon upon our services and rely on our
hard work with certitude. We are content with our glorious 99.9 % client satisfying rate.

Vision

Customer Satisfaction is of the utmost priority for Data Bridge. Data Bridge aspires to be
identified as ―Forecasting Whiz and emerge as a Growth catalyst for our clients.‖

Mission

Data Bridge aims to make your organization well acquainted with profound knowledge of the
global and local market statistics. It comprehends the business goals and needs and bridges the
gap by delivering the most appropriate and suitable solutions; which caters in the company‘s
growth, by subsidizing the risk and improving their performance.

Values

 They are responsible for Quality

The company strives to do and deliver a good output and assure of complete value for the money
spent on work assigned to their every member of the team is responsible for the quality of what
he is assigned to do.

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 They deliver complete Client Satisfaction:

The teams are completely dedicated to Client Satisfaction as the core of their work profile. The
company believes in understanding client requests and delivering output meeting their
expectations. Data Bridge adepts in creating satisfied clients who reckon upon their services and
rely on their hard work with certitude. They are content with the glorious 99.9 % client satisfying
rate.

 They value there people:

Employees are at the heart of the action with a talented pool of people coming together with a
dream of shaping the company‘s future and of everyone else working with them. They respect
each one's people place and existence in the value chain and take pride in significant
contributions from diverse.

 They act with Integrity:

They are committed to acting with honesty and integrity of all their actions. The company value
time and commitments and belief inefficient and open communications in all matters. The word
deadline is literal to their time. They meet the timelines religiously as they understand the best
deliverable after a stipulated time is not a deliverable at all.

 They behavior

At Data Bridge Market Research, behave in a manner, which ensures that they care for our
values and act in accordance. They are committed towards the Company Values and thus focus is
operational excellence, speed, and quality output. They believe in delivering the best and before
the clock ticks ―Deadline‖. They believe in communicating openly at all times both with clients
and internally with employees. They prevail in catering at their 24*7 support.

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Sectors that Data Bridge Market Research service:

 Healthcare
 Information & Communication technology
 Semiconductors & Electronics
 Chemical & Materials
 Food & Beverage
 FMCG
 In-Vitro Diagnostics
 Automotive

Competitors
 Allied Market Research
 Mordor Intelligence
 Globe New Wire
 Transparency Market Research
 The Business Research Company
 Research and Markets
 Market Research Future
 Zion Market Research
 Markets and Markets

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 SECTORS SERVED

HEALTHCARE INFORMATION & SEMICONDUCTORS CHEMICALS &

COMMUNICATION & ELECTRONICS MATERIALS
TECHNOLOGY

FOOD & BEVERAGE FMCG IN-VITRO AUTOMOTIVE

DIAGNOSTICS

Geographical Segmentation:

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The country Data Bridge Market Research analyses and focuses on is shown on the world map:

NETHERLANDS

GERMANY

RUSSIA
U.K.
CANADA BELGIUM SOUTH KOREA
FRANCE

TURKEY
U.S.
SPAIN CHINA JAPAN

ITALY
SAUDI ARABIA
MEXICO SWIZERLAND INDIA
PHILLIPINES
THAILAND

MALAYSIA INDONESIA

BRAZIL

SINGAPORE
AUSTRALIA

SOUTH AFRICA

North America Europe Asia-Pacific South America Middle East

and Africa

Major services rendered by Data Bridge Market Research include the following:

SERVICES

REPORTS BLOGS PRES RELEASE INFOGRAPHICS

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1.3 Overview of the market research industry

Market research is a consistent process of gathering, studying and inferring information in order
to empower a company with considerable statistics about the market for a particular product or
service category. It helps gauge the competitive landscape and gather an idea about the potential
customer base prior to launching a product, with measured steps. The whole and sole purpose of
using market research by a company are to study the market in such a way that it can operate
successfully and reign high in the competitive landscape. Along with the initial market research
for planning to promote a product, companies are investing in regular research to stay updated on
the market dynamics along with new business planning solutions for improved company
performance, sales, and revenues.

Market research exists to guide the business decisions by giving insight into the market, the
competitors, the products, the marketing, and the customers. By enabling the business to make
informed choices, market research will help to develop a successful marketing strategy.

Market research helps reduce risks by allowing the business to get the product, price, and
promotion right from the outset. It also helps to focus resources where they'll be most effective.

For forecasting, it helps to assess key trends to anticipate how the market may change. This is a
vital step towards identifying new market segments, developing new products and choosing the
target market.

Market research plays a critical role in decision making. Even as an established business, one
needs to stay in touch with their customers' needs as well as market trends and their competitors.
It measures the effectiveness of marketing, giving information about attitudes to everything from
packaging and advertising to brand awareness.

Companies that provide market research services help their client gather and interpret
information about individuals or organizations, with the insights (market size, competition,
market need, consumer behavior, etc.) leveraged to shape strategies and marketing or sales
activities. To come to their findings, market researchers use a range of both qualitative
techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative
techniques such as customer surveys, analysis of secondary data and statistical or analytical
methods.

18
The US is the globe‘s largest market for marketing research services, enjoying a 44% share of
the worldwide industry. The UK's market share has declined in the past three years, sliding from
17% to 14%, although turnover is still a quarter more than Germany and France combined. The
German and French markets represent respectively 6% and 5% of the industry, followed by
China, which saw its local market grow by 6% in the previous year. The fastest-growing regions
are the Middle East, up 2.9% year on year, and the Asia Pacific, up 2.6% year on year. From a
country perspective, Kazakhstan (19.9%), Myanmar (13.8%) and Laos (13.7%) were the star
performers.

19
 PROJECT WORK AND KEY RESPONSIBILITIES

Data Bridge is an organization lead by well-versed forecasters, analysts and researchers who
indulge in detailed and diligent research on different markets, trends and emerging opportunities
in the successive direction to cater to the business needs. Data Bridge aims to make the
organization well acquainted with profound knowledge of the global and local market statistics
by providing detailed reports and blogs which are sold in the market for a price range of $5000 to
$8000. Any company or customer interested in purchasing the report is provided with a synopsis
or summary of the report which lists the contents of the reports and summarizes the original
report in 3-4 pages. This synopsis is titled Report Description. (RD).

Report Description plays a very crucial role as it directly impacts the sale of the report. This is
the only document that is provided free of cost to the customers, on the basis of which they make
the purchase decision. It stimulates the sale of a report and propels customers to make a purchase
decision on the basis of this summary. Just as Packaging is one of the most important tools
affecting the purchase, similarly Report Description serves as the package or the cover of the
report that acts as a catalyst to the sale of the report. Thus, the report description is well
structured and prepared after a thorough analysis, and properly scrutinized and cross-checked in
order to avoid any mistakes.

The RD prepared by a research analyst is re-checked and scrutinized by the Senior Research
Analyst, followed by the Editing Team of Data Bridge and finally posted by the Graphics Team
on the official website of Data Bridge Market Research.

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 WORK DONE DURING THE SUMMER INTERNSHIP

My project was concerned with making summaries of the report (RDs) for different industries
and their respective market. During my summer training, I made 118 sample reports and the
same were then uploaded on the company website i.e. The Data Bridge Market Research.

Special Training was provided as to how to make the sample reports, follow the formats and
confidentiality. We were trained with the new employees who joined in the organization which
made us learn more topics such as Company Profiling and Chapter Write up.

On daily basis, I was allotted 5-6 RDs to work upon, after completing the RDs we used to send it
to the QC (Quality check) team which would mark the comments and revert us with the
correction to be done. After rectifying the errors and handling the comments the sample report is
sent to the graphics team who finally upload it on the website.

The data for formulating a sample report was collected through the secondary database sites and
competitors website. We were also provided statistical data from our organization to be added to
the company profiling tasks.

The effectiveness of training was been highlighted in my RDs, as my reports were directly
uploaded to the site with no comment handling (CH) as compared to the other interns who would
have to work upon the CHs.Also, while making the report we need to ensure that there was no
plagiarism and made in simple language.

I made sample reports for different industries such as Semiconductor & Electronics, Healthcare,
Information & Communication Technology, Food & Beverages, Chemicals, and Automotive. In
the sample report the Key development, Market Segment, Drivers, Restraints, Market overview,
and key competitors relate to the industry are being highlighted.

21
 RD prepared by Research Analyst

Scrutinized by Senior Research Analyst

Further re-checked by Editing Team

Posted on DBMR website by Graphics

Team

A sample of the report description that was prepared by me, and verified and posted
by the graphics team on the official website of Data Bridge Market Research are as
follows.
I was also required to prepare an in-depth report on Global Alcoholic Beverage Report. I
can‘t disclose the entire findings due to confidentiality of information. I have provided a
synopsis of the same and attached it at the Annexure.

Various Sample Report which was been made in the summer training are as under:

1. Global Alcoholic Beverage Market Food & Beverage

2. Global High Purity Alumina Market Chemicals & Materials

3. Global Potting & Encapsulating Compounds Chemicals & Materials

market
4. Global Digital Map Market Information & Communication Technology

5. Global Rolling Stock Management Market Automotive

6. Global Small Drones Market Semiconductor

7. Global EHS Market Information & Communication Technology

22
8. Global Customer Experience Management Information & Communication Technology
Market
9. Global Catalytic Converter Market Automotive

10. Global Anti UAV Defence System Market Semiconductor

11. Global Atomic Spectroscopy Market Healthcare

12. Global Atopic Dermatitis Treatment Market Healthcare

13. Global Auto Disable Syringes Market Healthcare

14. Global Autoimmune Disease Treatment Market Healthcare

15. Global Beauty Devices Market Healthcare

16. Global Biochips Market Healthcare

17. Global Bioidentical Hormones Market Healthcare

18. Global Biosimilar Market Healthcare

19. Global Blood Culture Tests Market Healthcare

20. Global Stabilized Starch Market Food & Beverage

21. Global Food Glazing Agents Market Food & Beverage

22. Global AS-Interface Market Semiconductor

23. Global Atrial Fibrillation Therapy Market Healthcare

24. Global Neurological Disorders Market Healthcare

25. Global Stability Improvers Market Chemical & Materials

26. Global Corrosion Inhibitors Market Chemical & Materials.

27. Global Sperm Bank Market Healthcare

28. Global Blood Preparation Market Healthcare

29. Global Epigenetics Diagnostic Market Healthcare

30. Global Preimplantation Genetic Testing (PGT) Healthcare

(PGS/PGD) Market

23
31. Global Primary Cell Culture Market Healthcare

32. Global Metagenomics Market Healthcare

33. Global Laminate Flooring Market Chemical &Material

34. Global Hydraulic Fluids Market Chemical &Material

35. Global High-Intensity Discharge (HID) Light Semiconductor

Market
36. Global Application Specific Integrated Circuit Semiconductor
(ASIC) Market
37. . Global InGaAs Camera Market Semiconductor

38. Global Safety Valve Market Semiconductor

39. Global Treasury Software Market Information & Communication Technology

40. Global Strategy management Software Market Information & Communication Technology

41. Global Computer Aided Manufacturing Market Information & Communication Technology

42. Global Visual Search Market Information & Communication Technology

43. Global System in Package (SiP) Technology Information & Communication Technology
Market
44. Global Operator Training Simulator Market Information & Communication Technology

45. Global Automotive Terminal Market Automotive

46. Global Automotive Filters OE Market Automotive

47. Global Electric Commerical Vehicle Market Automotive

48. Global Convertible Roof System Market Automotive

49. Global White Tea Market Food and Beverage

50. Global Mezcal Market Food and Beverage

51. Global Tree Nuts Market Food and Beverage

52. Global Egg Powder Market Food and Beverage

53. Global Halal Ingredients Market Food and Beverage

24
54. Global Almond Ingredients Market Food and Beverage

55. Global Plant based Meat Market Food and Beverage

56. Global Automotive Heat Exchanger Market Automotive

57. Global Rodenticides Market Chemical

58. Global Fertilizer Additives Market Chemical

59. Global Aesthetic Energy Based Device Market Healthcare

60. Global Trauma Devices Market Healthcare

61. Global Healthcare Reimbursement Market Healthcare

62. Global Urgent Care Market Healthcare

63. Global Floor Coatings Market Chemicals & Materials

64. Global Bio-based Polymer Market Chemicals & Materials

65. Global Soybean Oil Market Food & Beverages

66. Global Coffee Creamer Market Food & Beverages

67. Global Watermelon Seeds Market Food & Beverages

68. Global Halal Ingredients Market Food & Beverages

69. Global Plant-Based Meat Market Food & Beverages

70. Global Cheese Ingredients Market Food & Beverages

71. Global Oil Field Communications Market Information & Communication Technology

72. Global 3D Animation Market Information & Communication Technology

73. Global Cloud Security Market Information & Communication Technology

74. Global Rapid Test readers Marker Healthcare

75. Global Electrotherapy Market Healthcare

76. Global Inflation Device Market Healthcare

25
77. Global Cholesterol Monitoring Test Market Healthcare

78. Global Military Drones Market Semiconductor

79. Global Employee Monitoring Solution Market Information & Communication Technology

80. Global Air Suspension Market Automotive

81. Global Autonomous Ships Market Semiconductor

82. Global 3D Printing Material Market Chemical & Material

83. Global Remotely Operated Vehicles Semiconductor

84. Global Military Robots Market Semiconductor

85. Global Offshore Structure Analysis Software Information & Communication Technology
Market
86. Global Industrial vehicles Market Automotive

87. Global Bone Mineral Density Solutions Market HC

88. .Global Computational Genomics Market HC

89. .Global Domestic Robots Market SE

90. Global High Performance Computing (HPC) ICT

Market
91. Global OTR Tires Market AT

92. Global Expanded Polystyrene (EPS) Market Chemical

93. .Global Paper Pigments Market Chemical

94. Global Processed Meat Market Food & Beverage

95. Global Food Traceability Market Food & Beverage

96. Global Food Grace Iron Powder Market Food & Beverage

97. Global Fibers & Specialty carbohydrates Market Food & Beverage

98. Global Anthocyanin Market Food & Beverage

99. Global Natural Extract Market Food & Beverage

26
100. Global Haitian Vetiver Oil market Food & Beverage

101. Global Autonomous Luxury Vehicle Market Automotive

102. Global Mold inhibitors market Food & Beverage.

103. Global Electroencephalography Devices ICT;

104. Global Gas chromatograph market ICT

105. Global Pyrogen Testing Market ICT.

106. Global Low Speed Vehicle Market Automotive

107. Global Lemon Extract market Food & Beverage

108. Global Torque Converter Market Automotive

109. Global Mobile Enterprise Application Market ICT;

110. Global Composite coating market Chemical

111. Global Aesthetic/Cosmetic lasers market Healthcare.

112. Global Non- Destructive Testing equipment Semiconductor & Electronics

market
113. Global Foam Insulation Market Semiconductor & Electronics.

114. Global Frozen Food Market FMCG

115. Global Brewery Equipment Market Food & Beverages

116. Global Sports and Energy Drink Market Food & Beverages

117. Global Animal Genetic Market Healthcare

118. Global Educational Robot Market Semiconductor

27
Here is one of the sample reports on - Global Alcoholic Beverages Market

In order to maintain confidentiality, I can't share the detailed market synopsis but since the report
is designed by me so I got permission to share the overview of it with some limitation.

Segmentation: Global Alcoholic Beverages Market

By Product Type (Beer, Wine, Spirits), By Packaging (Bottles, Tins),By End Users (Bars,
Restaurants, Hotels, Food Industry , Household), By Make Type ( Imported , Domestic ), By
Distribution Channel (Online, Supermarket , Wine Shops), By Geography (North America,
Europe, Asia-Pacific, Europe, South America, Middle East & Africa)– Industry Trends and
Forecast to 2026

Market Analysis: Global Alcoholic Beverages Market

The Global Alcoholic Beverages Market accounted for USD 1,272.85 billion in 2019 and is
projected to grow at a CAGR of 5.6% during the forecast period of 2019 to 2026. The upcoming
market report contains data for historic years 2018.

Market Definition: Global Alcoholic Beverages Market

This market report defines the market trends and forecasts the upcoming opportunities and
threats of the alcoholic beverages market in the next 8 years. Alcoholic beverages are the
fermented drinks which contain the chemical properties of ethanol. They are a flammable and
colorless liquid such as beer, spirits, and wine. These are made by allowing the sugars in berries,
fruits, grains, and others to go through decomposition or fermentation. The percentage of alcohol
in drinks can be maximized by the distillation process. In this process, vodka, whiskey, brandy,
rum is produced, which usually contains 40 percent of pure alcohol. Beer is known to be the
finest member of malt family of alcoholic beverages which comprises of malt, ale, stout liquor.
Its alcoholic content ranges from about 2 percent to 8 percent. Wine is produced by fermenting
the juices of apple, grapes and other fruits under the rigorous temperature control in large vats.
Generally, unfortified grape wines consist of 8-14 percent alcohol whereas, fortified wines to
which brandy or alcohol is added contains 18-12 percent alcohols. According to the Government

28
of Canada, the market size of alcoholic beverages in Canada grew to USD 15,852.7 Million in
2012 from USD 15,720.4 Million in 2011. This states that there is a rise in the demand of
premium alcoholic beverages. Another factor that helps in driving the alcoholic beverages
market is new product launches and innovations related to alcoholic beverages. Diageo, a U.K.
based company launched a new range of product innovations across its brand portfolio, which
includes Guinness, Smirnoff, Pimm‘s, Captain Morgan, Gordon‘s and CÎROC.

Major Market Drivers and Restraints:

 Growing demand for premium alcoholic beverages

 New product launches and innovations as well as the change in consumer preference
 Increase in disposable income of customers
 Increase in global young‐adult demographic
 Stringent norms & regulations imposed:
 Rising health awareness amongst the consumers

Market Segmentation: Global Alcoholic Beverages Market

 The global alcoholic beverages market is segmented based on product type, packaging,
distribution channel, and geographical segments.
 Based on product type, the global alcoholic beverages market is segmented into beer, wine,
spirits, and others. Beer is sub-segmented into Ale, hybrid, and lager. Wine is sub-segmented
into fortified and sparkling. Spirits are divided into vodka, rum, whiskey, and others.
 On the basis of packaging, the global alcoholic beverages market is segmented into plastic
bottles, glass bottles, tins, and others.
 On the basis of the distribution channel, the global alcoholic beverages market is the segment
 Based on geography, the global alcoholic beverages market report covers data points for 28
countries across multiple geographies such as North America, South America, Europe, Asia-
Pacific, and Middle East & Africa. Some of the major countries covered in this report are
U.S., Canada, Germany, France, U.K., Netherlands, Switzerland, Turkey, Russia, China,
India, South Korea, Japan, Australia, Singapore, Saudi Arabia, South Africa, and Brazil
among others.

29
Competitive Landscape: Global Alcoholic Beverages Market

The global alcoholic beverages market is consolidated due to the presence of a limited number of
players concentrated in a few countries. These major players have adopted various organic as
well as inorganic growth strategies such as mergers & acquisitions, new product launches,
expansions, agreements, joint ventures, partnerships, and others to strengthen their position in
this market.

Major Market Competitors: Global Alcoholic Beverages Market

Some of the major players in global alcoholic beverages market are E & J Gallo, William Grant
& Sons, Boston Beer, Miller Coors, Diageo, Treasury Wine Estates, Jose Cuervo, Constellation
Brands, Beam-Suntory, Mast-Jaegermeister, Bacardi, Pernod Ricard, Edrington Group, Brown-
Forman, Pabst Brewing, Anheuser-Busch, Carlsberg, China Resource Enterprise, Accolade
Wines, Vina Concha y Toro, Torres, Heineken, The Wine Group, Craft Brew Alliance Inc.,
Molson Coors Brewing Co., Halewood International Holdings Plc and Bundaberg Brewed
Drinks Pty Ltd. among others.

30
 Chapter 2: RESEARCH METHODOLOGY

2.1 Objectives and Scope

Objective

 To propel the sale of reports by preparing a systematic and well-designed report synopsis
.i.e. Report Description
 To understand and analyze how the dynamic and changing environment of a market
affects the decision making of companies operating in a particular country.
 To identify the internal and external factors that could contribute to the growth of a
particular market
 To suggest marketing strategies and developments be made by companies in order to
sustain and grow in the market
 To identify top players in a particular industry, study their strategies and find out the
various opportunities, challenges and suggest growth prospects in order to sustain in the
market.
 To delve deep into the applicability of market research by preparation of a
comprehensive report titled Global Alcoholic Beverages Market
 To estimate and calculate the compound annual growth rate
 To analyze different markets recent acquisition, launch, conference, and merger
 To observe the current market scenario and future analysis of the market
 To understand the scope and importance of market research.

31
Scope

The scope of the report includes assessing the current market scenario, its market potential,
market segmentation, distribution channel in industry in a very planned manner, recent
developments, mergers and acquisitions affecting the market and forecasting financial aspects by
estimating the cost of raw material, formulating the future growth of industry by providing
comprehensive strategies.

Key takeaways from the internship

The key learning‘s from this internship as a whole, in a broader sense are the following:

 Understanding the role of the Research Analyst in the market research company
 Learning about building a market synopsis, handling comments and making company
profiling
 Sticking to deadlines and preparing a timeline, right from the beginning to plan out the
tasks to be completed during the entire course of the internship.
 How to maintain Confidentiality
 Learned to create and develop relationships with key decision-makers and other
executives in the target organizations

2.2 Research design

This research is both qualitative and quantitative in nature this is to have a better understanding
of Industry and in-depth with all facts and figures for clear vision and understanding. The present
study is exploratory and descriptive in nature.

Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main purpose of
such studies is that of formulating a problem for more precise investigation or of developing the
working hypothesis from an operational point of view. An exploratory research has been carried
on to find out in-depth, analyze exploratory and to understand the various factors that drive the
growth of the global non-alcohol beverages market.

32
Descriptive Research:

Descriptive research studies the frequency with something occurs or its association with
something else. In this project, information pertaining to customer needs satisfaction and their
demographic profile was collected, hence it is a descriptive research.

2.3 Source of Data Collection

The validity of any research is based on a systematic method of data collection and analysis of
data collected. A different method of data collection was applied to complete the survey work.

In this study, I have used secondary data which is the data which has already been collected by
and readily available from other sources and can be accessed by researchers. The major sources
for collecting the respective details were:

 Competitor‘s website, which includes the sample market report which is published on
their site.
 Secondary website on the Internet to fetch the data such as the drivers, restraints,
challenges, and opportunities
 The competitors of the market, which include their recent acquisition, launch, merger,
and conference.
 Annual report: Data was collected from the annual report of companies and industries
manufacturing alcoholic beverages to analyses the financial position, profits, and revenue
of such companies.
 Surfing the internet helps to collect information regarding various competitors‘ strength
their strategies adopted, innovations, recent acquisitions, and mergers, amongst a few
others.

33
2.4 Data analysis- tools/techniques

Data collection and base year analysis is done using data collection modules with large sample
sizes. The market data is analyzed and forecasted using market statistical and coherent models.
Also market share analysis and key trend analysis are the major success factors in the market
report.
The key research methodology used by DBMR research team is data triangulation which
involves data mining, analysis of the impact of data variables on the market, and primary
(industry expert) validation. Apart from this, other data models include vendor positioning grid,
market time line analysis, market overview and guide, company positioning grid, company
market share analysis, standards of measurement, top to bottom analysis and vendor share
analysis.
The following tools were used for analyzing and representing data:
 Tables
 Percentage
 Diagrams
 Charts

2.5 Limitations of the study

 Absence and non-availability of reliable secondary data affects the results drawn
 Since the data is based on a few assumptions, the results drawn from the data are not
100% accurate
 At times there were no recent development of a market, due to reasons such as new
market formation, no major players and many others
 Companies do not agree to share their entire marketing strategy and various vital facts are
concealed by them.

34
 Chapter 3 :CONCEPTUAL BACKGROUND

I have learned several theoretical concepts which are being applied by the organization and in the
tasks I have performed during my internship.

Few concepts that I have learned from this organization include:

1. Role of Market Research in Business

With the economy becoming more and more competitive with each passing day, having apt
knowledge about the concerns and preferences of your customers has become integral for any
business. Market research is the best way to increase customer satisfaction, understand the
factors that affect your business, and to elevate your performance.

Market research provides detailed insights into the competitors, understand customers' pain
points & preferences, latest market trends, consumer buying patterns, economic shifts, and
demographics. That‘s why smart business owners never underestimate market research and
leverage it to create effective strategies. Understanding about an industry‘s social, cultural and
economic frameworks is essential for any market and this is done by conducting market research.

Effective research can help your business in the following ways:

 Market research can guarantee the success of your marketing campaigns and in-turn sales.
 Market research can help you keep a tab on your competitors.
 Market research can help you minimize the loss in your business.
 It enables you to test for success,
 It centers business on the customer
 It can ensure the growth of your business.

Marketing research is needed on a continual basis in order to keep up with the latest market
trends and gain a competitive edge in the business market. Understanding market research and
using it to your advantage is vital in reaching out to your target audience and increasing your
sales.

Here is why your company should conduct business market research:

 Identify the problem areas in your business

 Understand the needs of existing customers and why they chose your service over
competitors

35
  Identify new business opportunities and changing market trends
 Recognize new areas for expansion, and increase your customer base
 Discover potential customers and their needs, which can be incorporated into your
services
 Set achievable targets for business growth, sales, and latest product developments
 Make well-informed market decisions about your services and develop effective
strategies

2. Calculation of CAGR:

CAGR, or compound annual growth rate, is a useful measure of growth over multiple time
periods. It can be thought of as the growth rate that gets you from the initial investment value to
the ending investment value if you assume that the investment has been compounding over the
time period.

CAGR Formula

CAGR is calculated by using the following formula:

CAGR = ( EV / BV)^1 / n - 1

where:

EV = Investment's ending value

BV = Investment's beginning value

n = Number of periods (months, years, etc.)

3. Market research as a key ingredient in Business Development:

Business Development is the art of recognizing possibilities turning them into business and
implementing growth strategies, leading to the creation of value for all the stakeholders
(employees, customers, partners, suppliers) of the company.

Prof. John Watters in his article ‗Using Marketing Research for International Business
Development‘ states that To enter an international market, even a familiar one, without
conducting market research increases the risk of misunderstanding and miscalculating the
financial opportunity. This line shows the importance of market research for any company and
now a day‘s companies are appointing 3rd party firms for the market research and Mr. George
Kuhn In his article‖ Benefits of Using a Third-Party Market Research Firm‖ states the
importance of using third party firm and mentioned the five benefits ―Confidentiality,
Perspective, Time, Capabilities and Expertise

36
Business Development (BD) is very important for growth-oriented organizations to further their
business objectives. It can have multiple benefits as such gaining competitive-edge, market share
increase, boosting their shareholder values, business sustainability and profitability. It may also
offer opportunities to establish strategic partnerships and alliances with other companies and of
vital importance for a business to continue to flourish.

In the article ―The Importance of Business Development In a Small Business‖ Mr. John Tucker
explains about the business development, as per Mr. Tucker , Business Development is an
integrated strategic management of all of the areas of the operations including market analysis
(demand), product innovation (supply), as well as setting out the vision for the pillars of said
operational structure which includes that of finance (capital and accounting), legal, human
resources, supply chain, and vendor relations. Someone operating from a business development
framework would begin with a supply and demand analysis, taking a look at what‘s currently
happening in the market and asking some of the following questions:

 How can this industry be run better? What‘s missing? What needs to be developed?
 What segment of the market isn‘t being catered to?
 Whose issues and challenges within this market are not being solved?
 How can I create better products or a better process?

4. SWOT Analysis in Market Research:

A SWOT Analysis is a method used in market research to analyze four key aspects of a client
business or project that could determine the success of said business or project in achieving its
objectives. These four aspects are the: strengths, weaknesses, opportunities, and threats.

The aim of a SWOT Analysis is to determine what the major internal and external factors are
that may determine the success or failure of the client‘s business venture/project. The strengths
and weaknesses tend to be internal factors as these are factors that are internal to the subject
business, while opportunities and threats are frequently external factors, as these are in the
environment external to the business, for example, the business ventures of competitor
companies.

The list of ‗strengths‘ evaluates the positive features of the business, which will likely give it an
advantage over its competitors, while ‗weaknesses‘ are a list of the negative attributes and
characteristics that could put the business at a disadvantage in its market compared to
competitors.

‗Opportunities‘ are areas that the subject could take advantage of, often by using its strengths, in
order to gain an advantage over rivals. ‗Threats‘ on the other hand detail the ways that rivals
could exploit and gain an advantage over the subject.

37
A SWOT Analysis is important for the success of a project as it can aid the planning towards
achieving the business objective, or indeed determine whether the business objective is at all
achievable if there are a high number of weaknesses or threats. If this is the case, the SWOT will
be vital in adapting the business objectives in order to provide more attainable goals

5. PESTEL Analysis in Market Research

PEST analysis is an analysis of the political, economic, social and technological factors in the
external environment of an organization, which can affect its activities and performance.

PESTEL model involves the collection and portrayal of information about external factors which
have, or may have, an impact on business.

PEST or PESTEL analysis is an effective tool used by researchers to identify the key external
(macro environment level) forces that might affect a client‘s organization. These forces can
create both opportunities and threats to an organization. The reason why researchers carry on
PEST analysis is to:

 Find out the current external factors affecting an organization;

 Identify the external factors that may change in the future;
 To exploit the changes (opportunities) or defend against them (threats) better than
competitors would do.

The outcome of PEST is an understanding of the overall picture surrounding the company.

38
 Once these environmental factors are identified and analyzed, organizations are in a better
position to plan an effective strategy to meet their objectives and minimize any errors that might
be causing a performance-expectation gap.

PEST analysis template

Political factors Economic factors

 Government stability and likely changes  Growth rates

 Bureaucracy  Inflation rate
 Corruption level  Interest rates
 Tax policy (rates and incentives)  Exchange rates
 Freedom of press  Unemployment trends
 Regulation/de-regulation  Labor costs
 Trade control  Stage of business cycle
 Import restrictions (quality and quantity)  Credit availability
 Tariffs  Trade flows and patterns
 Competition regulation  Level of consumers‘ disposable income
 Government involvement in trade unions and  Monetary policies
agreements  Fiscal policies
 Environmental Law  Price fluctuations
 Education Law  Stock market trends
 Anti-trust law  Weather
 Discrimination law  Climate change
 Copyright, patents / Intellectual property law
 Consumer protection and e-commerce
 Employment law
 Health and safety law
 Data protection law
 Laws regulating environment pollution

39
 Socio-cultural factors Technological factors

 Health consciousness  Basic infrastructure level

 Education level  Rate of technological change
 Attitudes toward imported goods and services  Spending on research & development
 Attitudes toward work, leisure, career and  Technology incentives
retirement  Legislation regarding technology
 Attitudes toward product quality and customer  Technology level in your industry
service  Communication infrastructure
 Attitudes toward saving and investing  Access to newest technology
 Emphasis on safety  Internet infrastructure and penetration
 Lifestyles
 Buying habits
 Religion and beliefs
 Attitudes toward ―green‖ or ecological
products
 Attitudes toward and support for renewable
energy
 Population growth rate
 Immigration and emigration rates
 Age distribution and life expectancy rates
 Sex distribution
 Average disposable income level
 Social classes
 Family size and structure
 Minorities

PESTEL analysis template

Political Economic

Socio-cultural Technological

40
 Environmental (ecological) Legal

 Weather  Anti-trust law

 Climate change  Discrimination law
 Laws regulating environment pollution  Copyright, patents / Intellectual property law
 Air and water pollution  Consumer protection and e-commerce
 Recycling  Employment law
 Waste management  Health and safety law
 Attitudes toward ―green‖ or ecological  Data Protection
products
 Endangered species
 Attitudes toward and support for renewable
energy

41
 Chapter 4: DATA ANALYSIS AND FINDINGS

Once the data is collected the next task is to analyze it. The raw data should be classified into
some purposeful usable categories to make the sample report. Here in Data analysis is done on
the report of the Global Alcoholic Beverage market.

During my internship, I was continuously required to prepare a synopsis of Reports pertaining to

various markets. It required a thorough analysis of the market through which I was required to
identify the drivers and restraints pertaining in the market, identify the various mergers and
acquisitions that have incurred in the recent past and draw a comprehensive conclusion from all
the information that has been gathered from secondary research.
A sample of the Report has been attached at the Annexure section of the report.
A comprehensive report on ―Global Alcoholic Beverages Market‖ was prepared by me. I am not
allowed to share the entire analysis and findings from the report.
However, I have shared a summarized and brief version of the Market Analysis and Competition
Analysis pertaining to this market.

42
Market Analysis:

The Global Alcoholic Beverages Market accounted for USD 1,272.85 billion in 2019 and is
projected to grow at a CAGR of 5.6% during the forecast period of 2019 to 2026. The upcoming
market report contains data for historic years 2018.

The factors responsible for this growth in the market value are a rise in consumption of
Alcoholic Beverages in the various developing and developed regions, also the major players
have used various strategies such as new product launches, expansions, agreements, joint
ventures, partnerships, acquisitions, and others to increase their footprints in this market

Drivers:

 Increase in global young‐adult demographic

With the increasing population of young people in developing countries drive the market
demand for alcoholic drinks. The consumption of alcoholic beverages is also accelerated
with the growing demand for processed food products. The rising demand for alcoholic
beverages, especially amongst the youth stimulates the growth of this market. We see large
geographical differences, Alcohol consumption across North Africa and the Middle East is
particularly low in many countries, close to zero. At the upper end of the scale, alcohol intake
across Eastern Europe is highest at 14-17 liters per person per year across Belarus, Russia,
Czech Republic, and Lithuania.

 Increase in disposable income of customers

The economy of the globe has been rising and there is an increase in the middle-class
population of the globe. People have an increased purchasing power and there is a rapid rate
of urbanization, which thereby raises the demand for alcoholic beverages, which turn
accelerates the growth of this market. Lower-income was associated with higher odds of
abstinence and of heavy drinking, relative to light or moderate drinking.

 Growing demand for premium alcoholic beverages

Premium brands are currently at a high demand when compared to economically priced
products because of the increase in disposable income of consumers, the use of alcohol as a
status symbol, the need for luxury, and the association of the "premium" label with beverage
quality and taste. An increase in the demand among the millennial population in the US,
growing demand for premium alcoholic beverages and increased marketing and promotions
by vendors drive the consumption and sales of alcoholic drinks

43
 Technological Advancements

A considerable research effort in the application of innovative technologies for

manufacturing acholic beverages has been made in recent years. Several new processing
technologies have emerged with regards to beverage processing. A number of novel thermal
and non-thermal technologies have become available to ensure high-quality retention levels
while extending the products' shelf life. Companies are investing substantially in technology
and skills up-gradation, Research & Development in product development, customization of
products to local tastes and process upgrading. The corporate manufacturers work closely
with non-corporate retailers, providing them with necessary technology such as storage
facilities and freezers. Big companies have invested significantly in water management and
recycling technology.

Restraints:

 Stringent norms & regulations imposed:

Alcoholic Beverage manufacturers that focus on alcoholic products must demonstrate

compliance by adhering to several core provisions regarding ingredient labeling, establishing
quality control procedures, and maintaining documentation for each process. FDA
regulations impose acceptable minimum levels for traces of foreign substances in alcoholic
beverage products that are deemed to be the largest amounts that can be ingested without
causing harm to the human body. Finally, conditions of alcoholic beverage processing plants
and storage locations must maintain a certain level of cleanliness to remain compliant. These
complex regulations imposed restrain the growth of the market during the forecasted period
of 2019-2026.

 Rising health awareness amongst the consumers

Consumers are becoming increasingly awareness of the health hazards such as kidney and
liver damage resulting out of excessive consumption of alcoholic beverages. The increasing
health awareness and demand for nutrition-oriented products have affected the alcoholic
drinks market majorly. There is seen a slowly being shift towards healthy beverages and
juices which do not harm the human body, unlike alcoholic beverages.

44
 COMPETITORS ANALYSIS
TOP ALCOHOLIC BEVERAGES COMPANIES OF THE WORLD

S.No. Company Name Headquarter Ownership Brands Product Annual Revenue Geographical Presence
Guinness,
Johnnie
Walker,
1 Diageo
Smirnoff,, Beer, Wisky, North America, Europe,
London, United Tanqueray Vodka, Gin Africa, Latin America and
Kingdom Public and others and Rum $15.52 billions Asia Pacific
Bacardi,
Grey
Goose, Rum , Vodka,
Bacardi limited
Patrón,De Tequila, North America, Europe,
war's and Scotch and Africa, Latin America and
2 Hamilton, Bermuda Private others Gin $4.6 Billions Asia Pacific
Robert
Mondavi,
Ravenswoo
Constellation brands,
d Winery,
Inc.
Wild Horse Wine, Beer, North America, Europe,
Victor, New York, Winery and Spirits and Africa, Latin America and
3 United States Public others Others. $6.02 Billon Asia Pacific

Budweise
São Paulo, New York
r, Corona,
Anheuser-busch City, London, St.
Stella
Inbev Louis, Mexico
Artois and
City, Bremen, Johannesbur
Others
4 Leuven, Belgium Public Beer $54.62 Bilions gand others
Cruzcampo, Western Europe, Central
Affligem, and Eastern Europe, The
Heineken holding nv Żywiec, Sta Americas, Africa and the
Amsterdam, robrno, Tig Middle East, and Asia
5 Netherlands Public er Beer, Beer $24.91 Billions Pacific.
Coors , Kil
lian's , Caf
Molson coors
frey's ,
brewing company
Denver, Colorado, and Blue
6 United States Public Moon . Beer $4.8 Billions Europe,North America, Asia Pacific
Western Europe, Central
Red Dod, and Eastern Europe, The
Miller Coors Sharp's, Beer, Wisky, Americas, Africa and the
Chicago, Illinois, United Tyskie and Vodka, Gin Middle East, and Asia
7 States Public others and Rum $7.72 Billions Pacific.
Almaden
Vineyards
,
Concanno
Argentina, Australia,
The wine group llc n
California (Central Coast,
Vineyard,
North Coast and Central
Flipflop
Valley), Chile, France,
Wines
Germany, Italy, New
and others
8 Livermore, California Private Wine $3.26 Billions Zealand, and South Africa.

45
 Tuborg,
Somersby
ciders ,
Carlsberg group
Kronenbour
g, Eastern Europe, Asia, U.S.
Vesterbro, Grimbergen and Northen and western
9 Copenhagen, Denmark Public and others Beer $62.6 Billions Europe
100 Pipers, Wishky,
Aberlour, Vodka, North America, Europe,
Pernod ricard sa
Absolut and Scotch and Africa, Latin America and
10 Paris, France Public others others. $10.23 Billions Asia Pacific
2
Gingers, Co
Suntory holdings ltd.
nnemara, G Beer, Wisky,
(beam suntory inc.)
renore, Kilb Vodka, Gin
11 Minato, Tokyo, Japan Private eggan and Rum $25 Billions Japan , U.S., Vietnam
Antiquity,
Black
Dog,
McDowel
United spirits limited
l's No.1 Wishky,
Celebratio Vodka,
n and Scotch and
12 Bengaluru Public other others. $3.62Billion Asia
Snow
Phoenix,
William Grant & Sons
North Lanarkshire, Ladyburn
13 United Kingdom Private and others Wichky $1.2 Billion U.S.A and Korea
Asahi Z,
Asahi
Draft ,
Asahi breweries ltd
Asahi North America, Europe,
Gold and Africa, Latin America and
14 Sumida, Tokyo, Japan Public others Beer $2.12 Billions Asia Pacific
Early
Times,,
Canadian
Brown-forman corp
Mist, Beer, Wisky, North America, Europe,
Louisville, Kentucky, Finlandia Vodka, Gin Africa, Latin America and
15 United States Public and others and Rum $3.08 Billion Asia Pacific

46
 China Resource
16 Enterprise Wan Chai, Hong Kong Public 雪花 Snow Beer $2.9 Billion China and Hong Kong
Rémy
Martin ,
Rémy cointreau sa Louis XIII , Beer, Wisky, North America, Europe,
Mount Gay Vodka, Gin Africa, Latin America and
17 Paris, France Public and others and Rum $11.2 Billions Asia Pacific
Draft Beer,
Tsingtao brewery co. Laoshan North America, Europe,
Ltd Spring and Africa, Latin America and
18 Qingdao, China Public others Beer $29 Billion Asia Pacific
19 Crimes,
Annie's
Treasury wine estates Lane, Fifth Beer, Wisky, North America, Europe,
Leg and Vodka, Gin Africa, Latin America and
19 Australia Public others and Rum $2.3 Billion Asia Pacific
Chang,
Thai beverage public Archa, Beer, Wisky, North America, Europe,
co., ltd Federbräu Vodka, Gin Africa, Latin America and
20 Bangkok, Thailand Public and others and Rum $11.2 Billions Asia Pacific

47
THOROUGH ANALYSIS OF 5 ALCOHOLIC BEVERAGE COMPANIES

$60.00 $56.40

$50.00

$40.00

$30.00
$24.70
$19.40
$20.00 $16.60 $15.70

$10.00

$-
Anheuser- Heineken Asahi Group Kirin Holdings Diageo
Busch InBev Holding Holdings

Top Manufacturers Market Revenue as on December 2018

48
49
 1. Anheuser-Busch InBev

Introduction: Anheuser-Busch InBev (AB InBev) is the world‘s largest beverage company. The
Belgian brewer makes beer for brands all over the world, including Budweiser, Stella Artois,
Corona and Beck‘s.AB InBev boasts a market value of $184.3bn and its 182,900 employees all
work to maintain the company at its #41 spot on the Global 2000 list, with its most recent
revenue coming in at $56.36b

Strategy: AB InBev, the leading alcoholic beverage company faced serious challenges in 2017.
Firstly, large food and beverage companies were under pressure due to shifting consumer
preferences towards healthier products and increasing price pressure from retailers. Secondly,
the beer signs of stagnation in developed markets, such as the United States and Europe.
Moreover, several major trends. Finally, technological innovations, such as e-commerce
platforms and deep data-analysis enabled new players and emptied the effects of mass-
marketing. Therefore to regain back to the leading position AB InBev formulated a unique
strategy, with renovating its product portfolio and modernizing its sales capabilities. Also, they
followed the trend and started sale through e-commerce also.

Product Offering: Aguila, Beck‘s, Brahma, Budweiser, Canvas, Cass, Corona Extra, Eagle,
Hero, Jupiler, Leffe, Modelo, Patagonia, Victoria and Wäls Brut.

Recent Development: In February 2019, Anheuser-Busch InBev announced its acquisition of

Rate Beer. It enables the global leader Anheuser Busch in expanding its product portfolio and
even giving a tough competitive advantage. Such merger and acquisition in the market of
alcoholic beverages will lead to its market expansion in the forecasting future.

50
 2. Heineken Holding

Introduction: Heineken also owns a range of beer brands, including Amstel, Tiger, Red Stripe
and Birra Moretti. In 2007, it took over cider brands Strongbow and Bulmers as well as John
Smith‘s and Newcastle Brown ales, and it also added FEMSA Cerveza, a Mexican brewery, to
its portfolio in 2010. Forbes places Heineken at #390 on the Global 2000 thanks to its market
value of $28.5bn and assets worth over $51bn.

Strategy: The HEINEKEN strategy is built around four business priorities for action. They are
designed to enable the Company to win in the marketplace, focus on the long-term sustainability
of our business and continue to delivering growth and shareholder value.

Product Offering: Heineken Dark, Heineken Oud Bruin, Heineken Premium Light, and
Heineken Tarwebok.

Recent Development: In May 2019, HEINEKEN announced its acquisition of BIELA

ECUADOR to enter into the market of Ecuadorian beer. Through this acquisition, the company
will able to add to the new product portfolio. Such merger and acquisition in the market of
alcoholic beverages will lead to its market expansion in the forecasting future.

51
 3. Asahi Group Holdings

Introduction: The Asahi Group is another Japanese alcohol maker, this time specializing in
brewing, not least the most popular beer in Japan, Asahi. Coming in at #477 on the Global 2000,
Asahi owns assets worth $29bn. The group also produces spirits, soft drinks and food for
markets across the globe. Some of is popular overseas brands include Peroni, Grolsch and Pilsner
Urquell, and its nine breweries are spread across eight countries.

Strategy: The company aims for sustainable improvement of corporate value by delivering on
our great taste promise and bringing more fun to people‘s life. They formulated a strategy in
China wherein they worked continuously to curb the cost of goods manufactured and to reduce
fixed cost including SG&A expenses. Furthermore, improve profitability through measures that
include introducing new schemes to drastically overhaul manufacturing and marketing
structures.

Product Offering: Asahi Beer, Deep Blend, Clear, Rich Blend, and Asahi Wine

Recent Development: In March 2017, Asahi Group Holdings announced its acquisition of
SABMiller's Central. Through this acquisition, the company will able to add to the new product
portfolio. Such merger and acquisition in the market of alcoholic beverages will lead to its
market expansion in the forecasting future.

52
 4. Kirin Holdings

Introduction: Kirin Holdings is the holding company of the Japanese Kirin Group, which
produces and sells not only alcoholic and non-alcoholic drinks from Japan and beyond, but also
pharmaceutical products and bio-chemical. The company comes in at #505 on the Global 2000,
owning assets of $21.1bn. Kirin dates back to the 1800s when it began as the Japan Brewery
Company, and has since grown successfully to employ over 31,000 people, bringing in revenue
of $16.6bn.

Strategy: The company has formulated its strategies in creating value addition in society,
delivering the best beverage at right time, meeting their employee expectation, evolving with
technology and bringing continues innovation, strategies for achieving sustained enhancement of
corporate value. Expect to see strong growth in this business, expand R&D investment and work
to maximize growth potential over the medium to long term.

Product Offering: Smirnoff vodka, Kirin beer, Myanmar beer, and Casillerodel Diablo wine

Recent Development: In April 2018, Kirin Holdings expanded its boundaries to countries of
Europe and the U.S. It will enable to get more audience attracted to its brand and serve more
efficiently. Such expansion will lead to its market expansion in the forecasting future.

53
 5. Diageo

Introduction: Diageo is the world‘s largest spirit producer and owns a vast array of household
names in the alcoholic beverage sector including beers, wines, and spirits. It also owns a
minority stake in Moēt Hennessey. Diageo‘s products reach over 180 countries and it has offices
across 80 locations. The company began in 1997 in Britain, where it remains based, and has
already grown to a market value of over $89bn. It comes in at #272 overall on the Global 2000
and owns assets of $40.7bn with its revenue reaching $15.7bn according to Forbes.

Strategy: The company strategy is to support premiumization in developed and emerging

countries. Their broad portfolio means we can access different consumer occasions with our
brands, across price points and ambition is to be one of the best performing, most trusted and
respected consumer products companies in the world.

Product Offering: Smirnoff, Tanqueray, Guinness, Jameson, Bailey‘s and Johnnie Walker

Recent Development: In August 2017, Diageo has completed its acquisition of George
Clooney‘s Casamigos Tequila brand, strengthening the firm‘s position in the super-premium
category. Through this acquisition, the company will able to add to the new product portfolio.
Such merger and acquisition in the market of alcoholic beverages will lead to its market
expansion in the forecasting future

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 CONCLUSION

Market research is very useful for every business. It helps any business to use its resources most
efficiently. Businesses today sell to consumers who are highly aware of their surroundings,
therefore it is much more important for a business to stay up to date than it was ever before. The
role of Research Analyst is important as they build an effective sample report which is afterward
converted to clients and fetch order.

There are immense growth and role of market research companies across the globe and among
all fortune, 400 companies rely on market research companies to fetch data of markets.

The market is changing dynamically and in order to sustain in the ever fast and growing
environment, Market Research is the need of the hour. It gives insights of the trends in the
market, the various changes occurring in the market, analyses the external environment that
would affect the running of the business, studies, and analyses the behavior of competitors,
highlights the opportunities that are available in the market and serves as the most essential tool
for business development.

Through my analysis and study on ―Global Alcoholic Beverages Market‖ Beer is the most
consumed alcoholic drink across the globe and contains around 4-7% of alcohol. Craft beer has
gained popularity among a large section of the consumers in the North America regions. The
growing popularity of craft beer among the consumers, especially the younger generation, is
considered as the major factor of growth. However, Europe recorded the highest market share as
there has been increasing in the sales of red blends, sparkling, and rose wines, with a special
demand for premium wines, owing to a surge in the spending pattern of per bottle.

55
Asia-Pacific is expected to dominate the global market during the forecast period owing to the
presence of various untapped markets, huge population, and increasing disposable income.

I could infer that to capture a whole new segment of the market, companies should focus on
innovating their products in terms of taste and preference. Rising health awareness amongst
consumers has raised the demand for drinks with less content of alcohol and fruit-based alcoholic
beverages. Companies should focus on developing such drinks that would act as a replacement to
cocktail beverages. Companies should focus on promoting their products via the internet and the
rise of the alcoholic e-commerce beverage market would significantly contribute to the growth of
this market.

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 Chapter 6 :RECOMMENDATION

Market Research enables businesses to be aware of their market and all the recent trends,
opportunities and threats pertaining to that particular market.

 Startup businesses should contact B2B research specialists who can help with market
research in order to establish all aspects of the market as well as competitors. It can be
difficult for start-up businesses to get their foot in the door, especially if a business
doesn‘t know what audience they are targeting, how they will tailor their approaches to
create the best possible return. Market research would help them in entering the market
and successfully operate in the market.
 Market Research should be adopted by small business firms who wish to set up their
business internationally. Research would enable businesses to identify the market trends
and attitudes of customers prevailing outside the boundaries of one‘s own home country.
 Even Big Business houses should actively engage in market research in order to survive
in the industry for a long time.
 Nowadays, Markets are highly fragmented and the major players use various strategies
such as new product launches, expansions, agreements, joint ventures, partnerships,
acquisitions, and others to increase their footprints in this market. Market Research
would enable companies to analyze these recent developments and strategically take a
move after considering all external factors.

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On the basis of the research carried on ―Global Alcoholic Beverages Market‖ industries
operating in this market should strategically implement the following recommendations:

 Those who choose to drink alcoholic beverages should do so sensibly and in

moderation—defined as the consumption of up to one drink per day for women and up to
two drinks per day for men.
 Rising awareness about health issues and growing health-conscious customers are
declining the market for alcoholic beverages.
 Companies should focus on direct and e-commerce sales channels as they are projected to
provide more stability to companies by offering them alternative ways to market their
products

 Alcoholic beverages should not be consumed by some individuals, including those who
cannot restrict their alcohol intake, women of childbearing age who may become
pregnant, pregnant and lactating women, children and adolescents, individuals taking
medications that can interact with alcohol, and those with specific medical conditions.
 Alcoholic beverages should be avoided by individuals engaging in activities that require
attention, skill, or coordination, such as driving or operating machinery.

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 ACHIEVEMENT

A total of 118 Report Descriptions (RDs), i.e synopsis of Report that is used as a tool to propel
the sale of the final report, that was prepared by me was published and posted by the Graphics
Team of Data Bridge Market Research on their official website. The list of all the approved and
posted RDs have been provided below. The same can be found on the official website of Data
Bridge via the following link: https://databridgemarketresearch.com/

I also had a major contribution in the preparation of the final and comprehensive report on
Global Non-Alcoholic Beverages Market, which is to be sold in the market for USD $5000.

59
 BIBLIOGRAPHY

Websites & Articles

 https://www.transparencymarketresearch.com/pressrelease/alcoholic-beverages-
market.htm
 https://www.asahigroup-holdings.com/en/ir/more_information.html
 https://www.alliedmarketresearch.com/alcoholic-beverages-market
 http://www.responsibledrinking.org/what-are-you-drinking/what-is-an-alcohol-beverage/
 https://www.mordorintelligence.com/industry-reports/alcoholic-beverage-market
 https://www.technavio.com/research/alcoholic-beverage-industry-analysis
 https://www.zionmarketresearch.com/report/alcoholic-beverages-market
 https://databridgemarketresearch.com/reports/global-alcoholic-beverages-market/

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 ANNEXURE

REPORT ON GLOBAL ALCOHOLIC BEVERAGES

Alcoholic Beverage: Introduction

Alcoholic beverages are the fermented drinks which contain the chemical properties of ethanol.
They are a flammable and colorless liquid such as beer, spirits, and wine. These are made by
allowing the sugars in berries, fruits, grains, and others to go through decomposition or
fermentation. The percentage of alcohol in drinks can be maximized by the distillation process.
In this process, vodka, whiskey, brandy, rum is produced, which usually contains 40 percent of
pure alcohol.

The Asia Pacific held the largest market share being the global manufacturing hub of the
world. India and China are anticipated to observe high demand for alcoholic beverages over the
forecast period owing to considerable growth in the disposable income, increasing population,
and inclination of the young generation towards the western culture. Availability of local spirits
such as baijiu in China is propelling the growth of alcoholic beverages in the Asia Pacific region.

Growth of the Global Alcohol Beverage Market:

The Global Alcoholic Beverages Market accounted for USD 1,272.85 billion in 2019 and is
projected to grow at a CAGR of 5.6% during the forecast period of 2019 to 2026. The upcoming
market report contains data for historic years 2018.

The factors responsible for this growth in the market value are rise in consumption of Alcoholic
Beverages in the various developing and developed regions, also the major players have used
various strategies such as new product launches, expansions, agreements, joint ventures,
partnerships, acquisitions, and others to increase their footprints in this market

61
Another factor that helps in driving the alcoholic beverages market is new product launches and
innovations related to alcoholic beverages. Diageo, a U.K. based company launched a new range
of product innovations across its brand portfolio, which includes Guinness, Smirnoff, Pimm‘s,
Captain Morgan, Gordon‘s and CÎROC.

Figure in
CAGR 5.6% USD
Global Alcoholic Beverage Market is
2000 1863.91
estimated to rise from its initial value of
1500 1272.85 USD 1272.85 billion to an estimated value
of USD 1863.91 billion by 2026 registering
1000
a substantial CAGR of 5.6% for the
500 forecasted period of 2019-2026.
0
2019 2026

MARKET DYNAMICS:

Drivers:

 Increase in global young‐adult demographic

 The rapid rise in the surge of disposable income leads to market expansion
 Growing demand for premium alcoholic beverages
 Technological Advancements

Restraints

 Stringent norms & regulations imposed:

 Rising health awareness amongst the consumers

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 SEGMENTATION OF GLOBAL ALCOHOLIC BEVERAGE MARKET

PRODUCT End Users PACKAGING Make Type DISTRIBUTION GEOGRAPHY

 Beer  Bars
 NORTH
 Wine   Online
Restaurants  Imported AMERICA
 Spirit  Hotels  Tins Distribution  SOUTH
Liquor
 Others    Supermarke AMERICA
Food Bottles  Domestic
Industries t/Hypermar  EUROPE
Liquor  ASIA-
 Household ket
 Others  Wine Shops PACIFIC
 M.E.A
 Others

• By Product Type
o Beer
 Ale
 Larger
 Hybrid
o Wine
 Sparkling Wine
 Fortified Wine
o Distilled Spirits
 Rum
 Whiskey
 Vodka
 Others
o Others
• By Packaging
o Tins
o Bottles

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  Glass Bottles
 Plastic Bottles
 Sachet
 Others
• By Make Type
o Imported Liquor
o Domestic Liquor
• By Distribution Channel
o Online Distribution
o Supermarket/Hypermarket
o Wine Shops
o Others
• By End Users
o Bars
o Restaurants
o Hotels
o Food Industries
o Household
o Others
• By Competitors
o Diageo
o Bacardi limited
o Constellation brands, Inc.
o Anheuser-busch Inbev
o Heineken holding NV
o Molson Coors brewing company
o The Boston beer company Inc.
o The wine group llc
o Carlsberg group
o Pernod ricard sa
o Suntory holdings ltd. (beam SuntoryInc.)
o United spirits limited
o Accolade wines ltd
o Asahi breweries ltd
o Brown-Formancorps
o China Resource Enterprise
o Rémycointreausa
o Tsingtao brewery co. Ltd
o Treasury wine estates
o Thai beverage public co., ltd

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 o The wine group
o Bundaberg Brewed Drinks Pty Ltd
o Haelwood International Holdings Plc
o Craft Brew Alliance Inc
o William Grant & Sons
o Boston Beer
o Miller Coors
o Diageo
o Treasury Wine Estates, Jose Cuervo
o Constellation Brands
o Beam-Suntory

MARKET SEGMENTATION
Alcoholic Beverage Market is segmented into various types such as Product Type, Distribution
Channels, End Users, Packaging, Ingredients, and Geography.

1. By Product Type

Alcoholic Beverages are classified into various product segments such as Beer, Wine, Spirit,
and others, which has further segments and categories. An alcoholic drink is a drink that
contains ethanol, commonly known as alcohol. Alcoholic drinks are divided into three
general classes: beers, wines, and distilled beverages, which have further segments and
distinct features. They are legally consumed in most countries, and over one hundred
countries have laws regulating their production, sale, and consumption. In particular, such
laws specify the minimum age at which a person may legally buy or drink them. Beer, which
is brewed primarily from malted barley, hops, yeast, and water, Distilled spirits or liquor,
which are alcohol products that are first fermented and then distilled and Wine, which is an
alcoholic beverage made from fermented grape juice or other fruits.

2. By Distribution Channels

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The Alcoholic Beverages follows two types of distribution channel, one is the traditional one
i.e. the retail sale and other is the e-commerce i.e. the online sale. A distribution channel is a
chain of businesses or intermediaries through whom a good or service passes until it reaches
the final buyer or the end consumer. Store-based channels have historically dominated
alcoholic drinks retailing. While this is still the case, e-commerce is witnessing highly
dynamic growth and starting to transform the landscape. New initiatives, advances in
technology and growing attention from key players will provide huge momentum for the
segment going forward.

3. By End Users

The end-users i.e. the consumers of the alcoholic beverage are various industries such as
Hospitals, Bars, Restaurants and much more. End users are the person who ultimately uses or
is intended to ultimately use a product. Various industries are the final consumer of alcoholic
beverages. Considering end-users are crucial for the company as for them the product is
being manufactured, so there importance should always to highlight.

4. By Packaging

In the case of alcoholic beverage, the packaging is either done in tins or bottles which have
their further categories. The packaging is the science, art, and technology of enclosing or
protecting products for distribution, storage, sale, and use. It refers to the process of
designing, evaluating, and producing packages. In Case of Alcoholic beverages, packaging
has been given great importance as the packaging makes the inside product safe and makes it
attractive.

5. By Geography

Beer is the most consumed alcoholic drink across the globe and contains around 4-7% of
alcohol. Craft beer has gained popularity among a large section of the consumers in the North
America regions. The growing popularity of craft beer among the consumers, especially the
younger generation, is considered as the major factor of growth. However, Europe recorded
the highest market share as there has been increasing in the sales of red blends, sparkling, and
rose wines, with a special demand for premium wines, owing to a surge in the spending
pattern of per bottle.

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67