536
360
0,0
2,0
4,0
6,0
8,0
10,0
Of which
exports
Production
0
200
400
600
800
1.000
8,7
0,7
Purchases
of supplies
Value added
Production
value (million €)
Million
hectolitres (hl)
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
0
100
200
300
400
500
600
700
800
3.860
306
153
198
68
Employment
Excise
VAT retail
VAT hospitality
Incomes taxes
and social
security
contributions
Taxes, excise and social
security contributions (ssc)
brewing sector (million €)
2 | Market structure, trends
and developments
3 | Direct effect
of the brewing sector
The production of beer in Austria is signifcant with a total
of 8.7 million hectolitres being produced in 2010. Austria
is among the top of European beer consuming countries,
even though beer consumption per capita decreased
from 109.7 in 2008 to 105.8 litres in 2010. Together with
countries such as Germany, Belgium and the Czech
Republic, Austria has a long tradition in the art of brewing
and of beer culture. Beer consumers in Austria are loyal to
their local beer (brand and type of beer)
3
. Austrian beer is
also famous as a tourist destination and brewery visits are
a tourist attraction.
However, Austria saw consumer expenditure on beer
fall during the last three years by almost 3%. One of
the reasons for this could be a change in consumption
patterns. According to the Austrian brewers association,
consumption of ‘Radler’ (beer mixed with non-alcoholic
beverages) has increased.
The production of beer in Austria has decreased to
some extent in recent years. In 2008 total production
amounted to 8.9 million hectolitres; in 2010 it was
slightly lower with a volume of 8.7 million hectolitres
(- 2,3%). Beer exports increased signifcantly from
565,000 hectolitres in 2008 to 696,000 hectolitres.
Beer imports have been relatively stable over the last
three years accounting for 615,000 hectolitres.
On the Austrian market one company has the largest
market share. Brau-Union AG owns the Gösser, Zipfer,
Schwechater, Wieselburger and Puntigamer breweries,
accounting for over half of Austrian beer sales. The top
fve companies account for more than 80% of the Austrian
beer market. Austria has a well developed cluster of
supplying sectors to the brewing sector. Even though the
country is relatively small, a large proportion of purchases
by breweries are made domestically.
4
Since January 2009 a smoking ban has been
implemented in Austria, leading to a general smoking ban
in Austrian bars and restaurants. This smoking ban is
eased by a number of exceptions and leaves innkeepers
a certain freedom to choose.
The direct economic impact of the brewing sector covers
more than 3,860 employees who together produce beer,
representing a value of 896 million euro. Compared to
2008, the total value decreased slightly by 2.6%. However,
the direct economic beneft of the brewing sector for the
Austrian economy is still signifcant.
3
Verband der Brauereien Österreichs, Jahresbericht Juni 2007 bis Juni 2008
4
Euromonitor International “Beer in Austria” (March 2008)
›
Graph 8.1. / Direct effect of the beer sector
›
Source : Ernst & Young calculation (2011)
The Contribution made by Beer to the European Economy
54