373
0
2
1
4
3
5
6
Of which
exports
Production
0
100
200
300
400
600
500
700
6
Purchases
of supplies
Value added
Production
value (million €)
Million
hectolitres (hl)
3
249
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
0
200
100
300
400
500
3.880
164
93
121
Employment
Excise
VAT retail
VAT hospitality
Incomes taxes
and social
security
contributions
Taxes, excise and social
security contributions (ssc)
brewing sector (million €)
51
2 | Market structure, trends
and developments
3 | Direct effect
of the brewing sector
The total volume of beer bought in Denmark is declining,
following the general trend seen in Western European.
In 2010, Denmark recorded a fall in beer production of
nearly 20% over the previous three years. Import and export
of beer declined also : export by 12%, import by as much as
28% compared to 2008. Total beer consumption decreased
by almost 26%. One explanation lies in the increase in tax
rates on energy and environmental aspects. Another reason
is the shift from beer to wine consumption.
Furthermore, according to the Danish brewers
association the following developments had an
impact on the sector :
Liberalisation of product placement rules.
New regulations regarding environmental
end ethical claims in marketing.
New code of practice for self regulation
(alcohol advertisement).
Introduction of a guideline for minimum
risk consumption.
In beer category terms, the Danish market is dominated
by pale lager, with more than 95% of total sales.
However, stout and other dark beers are increasing
in popularity, a trend driven by the market growth of
premium-priced beers. The local microbreweries are
strong innovators and produce a wide variety of beer
styles, including strong India pale ales and stouts.
The rapid expansion of the micro-brewing sector has given
Denmark a very respectable number of breweries when
compared to its population. Carlsberg is the number-one
beer company in the Danish beer market, and is the fourth
largest brewer in the world with approximately 45,000
employees on three continents. The international brewing
groups Carlsberg and Royal Unibrew have a great impact
on the Danish overall economy.
The larger Danish brewers are also particularly active in
the soft drinks and mineral water markets. Some brewing
companies also own their own malting plants.
Danish breweries employ 3,880 staff. The production value
of the Danish breweries can be estimated at 622 million
euro. Compared to 2008, this value has decreased by 20%.
›
Graph 14.1. / Direct effect of the beer sector
›
Source : Ernst & Young calculation (2011)
The Contribution made by Beer to the European Economy
90