Canada Beer Market Insights 2010

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					BEER SERVICE
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Alison Bodnar, Sales Support Administrator: +44 (0)1256 394287




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Whilst every effort has been made to ensure that information contained in this report is accurate and that opinions
expressed are sound, Canadean Ltd cannot be made liable for any errors, omissions or incorrect information or for any
loss or consequential losses arising as a result of decisions taken based on the contents of this report.

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Wisdom Databases and Reports available from the Canadean Beer Service in 2010:




 Asia

       Australia                   Indonesia                     Philippines                Taiwan
       China (+ 4 regions)         Japan                         Singapore                  Thailand
       Hong Kong                   Malaysia                      South Korea                Vietnam
       India

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

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

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

 In addition to above reports, topline data is also available for another 120 countries.
 (1)
       Includes data on: Antigua, Aruba, Bahamas, Barbados, Belize, Bermuda, British Virgin Islands, Cayman Islands,
       Cuba, Dominica, Dominican Republic, Grenada, Guadelupe, Guyana, Haiti, Jamaica, Martinique, Netherlands
       Antilles, Puerto Rico, St Kitts, St Lucia, St Vincent, Surinam and Trinidad & Tobago.




       Global Beer Trends – Excel Report
       Global Brewer Analyser – Excel Report

For more information on Canadean’s Beer Service, Wisdom or any of Canadean’s other beverage services or consulting,
please contact Canadean: tel +44 (0)1256 394224, email sales@canadean.com or visit www.canadean.com
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map




                                         Contents
                              Beer Service/Jun-10   1
    Contents
2   Beer Service/Jun-10
Caveat: Canadean has updated the population data and also changed sources; previously, the
population data was based on UN data and Canadean has moved to IHSGlobal Insights (IHSGI). The
full time series has been updated so that per capita trends remain intact.

Population data is put together by IHSGI from a range of sources, including UN, local national
statistical offices, IMF and OECD. For further information please see www.ihsglobalinsight.com.




                                                                                Data Revisions Summary
                                                                                    Beer Service/Jun-10   1
            Canada




    Data Revisions Summary
2   Beer Service/Jun-10
                 Market Insights                                                                                                               Canada


                                                      EXECUTIVE SUMMARY
EXECUTIVE SUMMARY ............................................................................................................................................... 2




                                                                                                                                   Executive Summary
                                                                                                                                   Beer Service/Jun-10          1
             Canada                                                                 Market Insights

EXECUTIVE SUMMARY


Mature, over-regulated market loses volume for the first time

The Canadian beer market had been growing steadily, year on year until 2009, when it saw a decline of 1%.

New strategies

In recent years, the two companies that have historically dominated the Canadian beer market both witnessed
changes in ownership. Labatt was originally acquired by Interbrew back in 1995, subsequently becoming part
of InBev and ultimately part of A-BInBev. Molson merged with the US brewer, Coors in 2005 to form Molson
Coors. Both resulting entities have embarked on similar strategies.

Both companies’ traditional leading brands have received less emphasis than the foreign company’s market
leader. Labatt had already successfully replaced its own Labatt Blue brand with Budweiser as Canada’s
leading brand, prior to becoming part of the same organisation, while Molson-Coors saw Coors overtake its
own Canadian brand.

This meant that the emphasis placed by both companies on these replacement strategies had virtually
stopped new product development. However, this changed in 2010, when Labatt added Keith’s Premium
White to the Keith’s brand that it has been successfully developing on a national scale in the past four years.




      Executive Summary
2     Beer Service/Jun-10
                 Market Insights                                                                                                            Canada


                                                            SECTION 1
                                                         MARKET CONTEXT
MARKET CONTEXT ........................................................................................................................................ 2
 Market Environment ............................................................................................................................................ 2
 The Consumer Palate ......................................................................................................................................... 2
 All Commercial Beverages .................................................................................................................................. 2
 Legislation and Taxation ..................................................................................................................................... 3
MARKET PARAMETER TABLES ..................................................................................................................... 4
 Table 1.1.1 – Population Size and Growth 1982-2012F ..................................................................................... 4
 Table 1.2 – Economic Indicators, 2001-2011F ................................................................................................... 5
 Table 1.3 – Average Monthly Temperatures (Ottawa) 2005-2009 ..................................................................... 5
 Table 1.3 – Average Monthly Temperatures (Toronto) 2005-2009 .................................................................... 5
 Table 1.3 – Average Monthly Temperatures (Vancouver) 2005-2009................................................................ 6
 Table 1.3 – Average Monthly Temperatures (Winnpeg) 2005-2009................................................................... 6
LEGISLATION AND TAXATION TABLES ........................................................................................................ 7
 Table 1.5.1 - Taxation Base ................................................................................................................................ 7
 Table 1.5.2 - Provincial Excise Taxes ................................................................................................................. 7
 Table 1.5.3 - Historical Excise Rates of Beer ..................................................................................................... 7
 Table 1.5.4 - Legal Controls on Beer .................................................................................................................. 8




                                                                                                                          Section 1 – Market Context
                                                                                                                                Beer Service/Jun-10            1
             Canada                                                                  Market Insights

MARKET CONTEXT


Market Environment



Mature industry in mature and weak socio-economic context

The beer market in Canada is a mature industry which must seek growth from low levels of population growth
and from changes in consumer attitudes toward all beverage types. Canada's population is now growing by
less than 1% annually, with 80% of all growth coming from immigration. In addition, the vast majority of this
immigration now comes from Asian cultures in which the consumption of alcohol is either forbidden or
discouraged.

The 2008 downturn which occurred in the worldwide economic environment is only just beginning to take full
effect in Canadian consumer purchasing patterns. With a decline in widespread employment and overall
financial conservatism, the Canadian beer market lost consumption volume for the first time in 2009.


The Consumer Palate



Canada now sees a more sophisticated consumer,
				
DOCUMENT INFO
Description: Synopsis Canadean’s 2010 Canada Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs non-refillable are also included. Summary Canadean’s 2010 Canada Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs non-refi
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