TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
MARKET SHARE 14
FIVE FORCES ANALYSIS 15
Summary 15
Buyer power 16
Supplier power 17
New entrants 18
Substitutes 19
Rivalry 21
LEADING COMPANIES 22
Heineken N.V. 22
Carlsberg A/S 27
Anheuser-Busch InBev 32
MARKET DISTRIBUTION 36
MARKET FORECASTS 37
Market value forecast 37
Market volume forecast 38
APPENDIX 39
Methodology 39
Industry associations 40
Related Datamonitor research 40
Disclaimer 41
ABOUT DATAMONITOR 42
Premium Reports 42
Summary Reports 42
Datamonitor consulting 42
LIST OF TABLES
Table 1: Europe alcoholic drinks market value: $ billion, 2005–09 10
Table 2: Europe alcoholic drinks market volume: million liters, 2005–09 11
Table 3: Europe alcoholic drinks market segmentation I:% share, by value, 2009 12
Table 4: Europe alcoholic drinks market segmentation II: % share, by value, 2009 13
Table 5: Europe alcoholic drinks market share: % share, by volume, 2009 14
Table 6: Heineken N.V.: key facts 22
Table 7: Heineken N.V.: key financials ($) 24
Table 8: Heineken N.V.: key financials (€) 24
Table 9: Heineken N.V.: key financial ratios 25
Table 10: Carlsberg A/S: key facts 27
Table 11: Carlsberg A/S: key financials ($) 29
Table 12: Carlsberg A/S: key financials (DKK) 29
Table 13: Carlsberg A/S: key financial ratios 30
Table 14: Anheuser-Busch InBev: key facts 32
Table 15: Anheuser-Busch InBev: key financials ($) 33
Table 16: Anheuser-Busch InBev: key financials (€) 34
Table 17: Anheuser-Busch InBev: key financial ratios 34
Table 18: Europe alcoholic drinks market distribution: % share, by volume, 2009 36
Table 19: Europe alcoholic drinks market value forecast: $ billion, 2009–14 37
Table 20: Europe alcoholic drinks market volume forecast: million liters, 2009–14 38
LIST OF FIGURES
Figure 1: Europe alcoholic drinks market value: $ billion, 2005–09 10
Figure 2: Europe alcoholic drinks market volume: million liters, 2005–09 11
Figure 3: Europe alcoholic drinks market segmentation I:% share, by value, 2009 12
Figure 4: Europe alcoholic drinks market segmentation II: % share, by value, 2009 13
Figure 5: Europe alcoholic drinks market share: % share, by volume, 2009 14
Figure 6: Forces driving competition in the alcoholic drinks market in Europe, 2009 15
Figure 7: Drivers of buyer power in the alcoholic drinks market in Europe, 2009 16
Figure 8: Drivers of supplier power in the alcoholic drinks market in Europe, 2009 17
Figure 9: Factors influencing the likelihood of new entrants in the alcoholic drinks market in Europe, 2009 18
Figure 10: Factors influencing the threat of substitutes in the alcoholic drinks market in Europe, 2009 19
Figure 11: Drivers of degree of rivalry in the alcoholic drinks market in Europe, 2009 21
Figure 12: Heineken N.V.: revenues & profitability 25
Figure 13: Heineken N.V.: assets & liabilities 26
Figure 14: Carlsberg A/S: revenues & profitability 30
Figure 15: Carlsberg A/S: assets & liabilities 31
Figure 16: Anheuser-Busch InBev: revenues & profitability 35
Figure 17: Anheuser-Busch InBev: assets & liabilities 35
Figure 18: Europe alcoholic drinks market distribution: % share, by volume, 2009 36
Figure 19: Europe alcoholic drinks market value forecast: $ billion, 2009–14 37
Figure 20: Europe alcoholic drinks market volume forecast: million liters, 2009–14 38
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