Canadean International Beer Strategy Conference

29th & 30th May 2012 - Copenhagen, Denmark

Against a challenging economic backdrop, beer consumption continues to decrease in Western Europe and America - making 2012 a crucial year for the international brewing industry. Whilst emerging markets have certainly represented key opportunities for the industry’s leading brewers in recent years, questions remain as to the extent of future growth potential and ultimate profitability of these less mature markets.

The increasing popularity of craft and speciality beers, as well as the establishment of cider as a key market force, has opened up a raft of new avenues for brewing companies looking to establish, consolidate, or grow their market share both locally and internationally. With the shape of the playing field shifting in recent years, the need for brewing companies to change and adapt their business model has never been greater. To this end, marketing strategies are being refined across the industry, in a bid to keep pace with ever more selective consumer behaviour.