The Craft Beer Phenomenon

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The Craft Beer Phenomenon
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Summary
Product SynopsisThis report provides an
overview of the market for craft beer and the
drivers behind the growth in the category
. Introduction and LandscapeWhy was the
report written?Despite all of the hype
surrounding the success of craft beer, there is a
lack of consensus as to what craft beer
actually is. What is the current market
landscape and what is changing?Currently craft
beers are undergoing an unprecedented period of
growth.
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 The category has prospered during the economic
downturn as consumers seek better quality
products more bang for their buck.  What are
the key drivers behind recent market changes?The
four main drivers behind the growth of craft
beers are quality heritage differentiation and
an anti-corporatist stance.  What makes this
report unique and essential to read?This report
uses a wider definition of craft beer that
encompasses speciality beers and brands produced
by larger brewers and builds upon Canadeans
granular data researched by on-the-ground
analysts. 
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Key Features and Benefits This report provides
readers with an excellent way of gaining an
understanding of the dynamics and structure of
the wider craft beer category worldwide. Data
includes volumes from 2008 to 2012 plus
provisional data for 2013. This report uses a
wider definition of craft beer that includes
historical speciality beers as well as brands
produced by larger brewers  This report provides
data and analysis of the performance of brands in
the wider craft beer category. This report
profiles the craft beer strategies of the five
leading global brewing groups
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Key Market Issues Canadean believes that a
better definition of craft beer would be
Premium and Super premium priced speciality beers
excluding flavored beers, super-strength lagers
and Stout.  Craft beers are part of a much
wider societal trend towards authenticity and
localism and away from processed foods. This is
manifested in the growth of artisan cheeses
handmade chocolates home baking and farmers
markets. By definition craft tends to form a
relatively small part of most global brewers
business. However it is extremely profitable and,
as the success of a brand like Blue Moon has
shown, can provide much needed growth in
otherwise static or declining mature markets.
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Table of Contents

1. Executive Summary  
2. Defining Craft Beer  
3. History of the Craft beer revolution  
4. Drivers behind the growth of Craft beer  
5. Major Brewers Responses  
6. Section 2 Market Survey  
7. Market Survey  
8. Australia  
9. Brazil  
10. Mexico 

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Related Reports

• The 2013-2018 Outlook for Craft Beer in the
  United States
• Craft Beer Market in the US 2012-2016
• The 2013-2018 Outlook for Craft Beer in Japan
• The 2013-2018 Outlook for Craft Beer in India
• The 2013-2018 Outlook for Craft Beer in Greater
  China

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