December 24, 2015

Kirin Beer University Report
Global Beer Consumption by Country in 2014

Global Beer Consumption Reached a Record High in 2014, Marking 29 Consecutive Years of Growth. Africa and Central and South America’s Strong Consumption Acted as the Driving Force.

Kirin Company, Limited (President and CEO: Yoshinori Isozaki; hereafter “Kirin”) operates the Kirin Beer University (www.kirin.co.jp/entertainment/daigaku), a virtual university on the Internet which was established in July 2001 to promote the enjoyment of beer and deep knowledge about beer to consumers. With various faculties and facilities, consumers can learn about a variety of topics, ranging from the best way to drink delicious beer to other interesting facts about beer — 24 hours a day, 365 days a year.

This report for 2014 publishes the details of global beer consumption in 171 major countries and regions. The report is based on findings obtained from questionnaires sent by Kirin to various brewers’ associations around the world, as well as the latest industry statistics available overseas. The data for global beer consumption has been tracked by Kirin since 1975.

Main Topics

Global beer consumption reached approximately 189.06 million kiloliters in 2014, up 0.4％ from the previous year, marking the 29th consecutive year of growth. This level of consumption is enough to fill up the Tokyo Dome about 152 times over.

By country, China remained the largest beer-consuming country in the world for the 12th consecutive year, even with a decrease of 3.1％ in 2014 compared to the previous year. South Korea, in 18th place, marked an 11.7％ increase in beer consumption, maintaining growth for two years in a row.

By region, Asia consumed 1.3％ less beer in 2014 compared to 2013, but still holds a 34.0％ share of the global beer market, remaining the world’s largest beer-consuming region for the 7th consecutive year. Africa and Central and South America were the driving force for the overall beer consumption in 2014. Beer consumption in Africa went up 5.7％ from the previous year, marking its 4th year of growth, while Central and South America saw an annual increase of 3.0％, its first increase in two years.

In 2014, the global beer consumption increased about 0.73 million kiloliters (equivalent to 1.2 billion 633ml bottles) to reach 189.06 million kiloliters, which is equivalent to approximately 298.7 billion 633ml bottles. In comparison with 2013, there was an annual increase of 0.4％, marking 29 consecutive years of growth. The total volume of the global beer consumption is equivalent to about 152 Tokyo Domes, if the stadium was a beer mug with a capacity of about 1.24 million kiloliters.

1. Global Beer Consumption by Country in 2014 (Table 1)

・China remained the largest beer-consuming country in the world for the 12th consecutive year since 2003, even though there was a decrease of 3.1％ compared to 2013.

・Among the world’s top 25 beer-consuming countries, South Korea achieved double-digit growth of 11.7％ in 2014.

・There was no change to the order of the world’s top ten beer-consuming countries. Japan was ranked seventh for the 8th consecutive year, consuming 1.5％ less beer than 2013.

2. Global Beer Consumption by Region in 2014 (Table 2)

・Although beer consumption decreased in the regions of Asia, Oceania, and the Middle East, other regions saw an increase.

・Asia remains the world’s largest beer-consuming region for the 7th consecutive year, despite a decrease of 1.3％ compared to the previous year. Although annual consumption increased in South Korea (+11.7％), Vietnam (+6.4％), and India (+6.4％), the decreases in China (-3.1％) and Thailand (-2.4％) contributed to the overall decrease.

・Beer consumption in Africa grew for the 4th consecutive year, with an annual increase of 5.7％ in 2014.

3. Per-capita Beer Consumption by Country in 2014 (Table 3)

・Czech Republic remains the world’s top in per-capita beer consumption for the 22nd consecutive year.

・Among the top 35 countries, 19 saw an increase in consumption from 2013 to 2014.

・Japan — which consumed 42.6 liters of beer, the equivalent of 67.3 bottles (633ml), on a per-capita basis in 2014 (an annual decrease of 0.8 bottles) — ranked second in Asia after South Korea, which consumed 45.8 liters.

The Kirin Group remains committed to creating a new beverage culture side by side with our consumers, and fostering well-being and prosperity among people and societies.

• Note: Consumption volume in Japan is a combination of beer, happo-shu (low-malt beer), and new genre (non-malt beer).
  Due to rounding, the figures may not necessarily add up.
  Among the countries whose figures were revised for this year’s report, the revised figures are used to calculate year-on-year changes.
  * The volume of global consumption for the previous year has been updated (revised from 188.81 million kiloliters to 188.33 million kiloliters).

• Source: Questionnaires sent by Kirin to the brewers’ associations in major countries.
  The Barth Report Hops 2013/2014 (BARTH−HAAS GROUP)
  2015 Beer Market Insights Reports (Canadean Ltd.)
  * As of 2013, there has been a change in the industry statistics data source from the ERC Group to Canadean Ltd. Therefore, some of the data may not necessarily correspond with past reports.

Table 1: Global Beer Consumption by Country in 2014

Comments

• Global beer consumption in 2014 was approximately 189.06 million kiloliters, an increase of 0.4％ from the previous year, marking the 29th consecutive year of annual increase.
• China remains the largest beer-consuming country in the world for the 12th consecutive year since 2003. There was a 3.1％ decrease in the annual beer consumption, the first time in two years, due to poor weather over the summer. On the other hand, there was an increase in the number of people who enjoyed alcohol at home, due to an increase in online sales of alcohol.
• Beer consumption increased from the previous year in both the United States (0.5％) and United Kingdom (3.1％), due to an increase in the consumption of craft beer and premium beer led by young adults seeking unique flavors and individualism. According to a survey by Canadean Ltd., craft beer consumption in the United States has been strong, with an increase of 15％ from the previous year.
• In Brazil, annual beer consumption increased by 5.0％, the first increase in two years, as a result of the Soccer World Cup and Rio Carnival.
• Beer consumption in Russia slightly decreased, with 0.5％ less beer consumed in 2014 compared to 2013, due to the deteriorating economy and tax increases.
• While per-capita beer consumption remained small in India, the total volume of beer consumed has been increasing in recent years, due to population growth and an increase in beer consumption among young adults. For 2014, the country recorded a 6.4％ annual increase in beer consumption.
• Japan’s ranking has remained unchanged for eight years in a row, although 1.5％ less beer was consumed in 2014 compared to 2013 due to poor weather during the summer months — when beer consumption is at its peak — and a diversification of the consumer palate.
• Beer consumption increased in South Korea for the second consecutive year, with 11.7％ more beer consumed in 2014 due to increased popularity of low-alcoholic drinks among young adults, and greater consumption by women.

Table 2: Global Beer Consumption by Region in 2014

Comments

• Annual beer consumption in Asia was the highest in the world for the 7th consecutive year, although there was a decrease of 1.3％ from the previous year, with its global market share dropping to 34.0％ from last year’s 34.6％.
• Asia remained at the top as South Korea, Vietnam, and India continued to be the main driving forces, with annual growth rates of 11.7％, 6.4％, and 6.4％ respectively. However, consumption in China and Thailand decreased by 3.1％ and 2.4％ respectively, resulting in an overall decrease for the first time since tracking by region started in 1997.
• Central and South America, ranking third, recorded an increase of 3.0％ from the previous year, the first increase after two years, led mainly by high-ranking countries such as Brazil and Mexico, with increases of 5.0％ and 2.5％ respectively, and Venezuela’s increase of 2.0％.

Table 3: Per-capita Beer Consumption by Country in 2014

Comments

• Czech Republic led all other nations in per-capita beer consumption for the 22nd consecutive year. In comparison to the previous year, however, per-capita beer consumption in the country decreased by 7.3 bottles (633ml).
• Among the top 35 countries ranked by per-capita beer consumption, 19 had increased consumption levels from 2013 to 2014.