India Beer Market- Industry Size, Share, Trends, Analysis and Forecasts (Upto 2017)

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India Beer Market- Industry Size, Share, Trends, Analysis and Forecasts (Upto 2017)

Author: NPCS Team
Format: Paperback
ISBN: 9789381039342
Code: NI263
Pages: 128
Price: Rs. 40,075.00   US$ 1,200.00

Published: 2014
Publisher: NIIR PROJECT CONSULTANCY SERVICES
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The market research report titled ‘India Beer Market- Industry Size, Share, Trends, Analysis and Forecasts (2013-17)’ released by Niir Project Consultancy Services, provides a comprehensive analysis on Indian Beer Market. The report starts with a brief on the global scenario of the beer industry and then proceeds to analyze the Indian scenario. The report gives a snapshot of the manufacturing process of the beer starting from malting till the end of process at bottling. Indian beer market is dominated by United Breweries capturing over 50% of the market followed by SABMiller with around 25% and Carlsberg with under 10% of the market share. Similarly in brands, Kingfisher dominates the market followed by Haywards 5000, Knock Out and Tuborg.
The report analyzes the beer market in profundity by covering data points like industry growth drivers, emerging trends coupled with SWOT analysis of the market and the regulatory framework. The report captures the market share of key players with the help of HHI or better known as market concentration index.
Although Indian Alcohol Industry has been dominated by stronger spirits (IMFL), but over the years beer has made a mark in the industry and has been able to make its presence felt. Surveys show that beer is the preferred alcohol of the 21St century Indian. Nowadays consumers are looking for choices away from whisky and it is not just the male populace that is enamored by beer but female population equally enjoys the drink. The industry today boasts of an array of high quality varieties that were not even thought about 7-8 years ago. The players are leaving no stone unturned for wooing the Indian consumer; from fruit flavors to spice infusions to fancy names like Basmati Blonde. The latest addition in the fancy beers is the Indus pride, India’s first beer brewed with authentic Indian spices, launched by SABMiller India. Also, rising acceptability of social drinking is a major contributor to the industry’s growth and such acceptability of alcohol has opened the market to new consumers like women and youth who earlier comprised only a small proportion of alcohol consumers in the country. To attract the new found consumers companies undertake promotional activities like pubs arrange ‘Ladies Night’ where drinks are served free for ladies. The beer scenario has changed drastically with mushrooming of beer café’s and microbreweries. The microbrewery boom started in 2008 with two brew pubs — Howzatt and Rockman’s Beer Island — opening within a month of each other in Delhi NCR and today all major Indian cities are experiencing the presence of microbreweries. Recently, The Pint Room and The Beer Café have opened their outlets in the National capital. Microbreweries offer a huge variety of bottled as well as in-house brewed beers and it is estimated that there would be around 75-100 new microbreweries coming up in metros and tier-II cities across India over the next two years. The rising awareness of health benefits that beer offers will further aid the growth. Beer has more health benefits than generally known and is perfect for moderate drinking because of its lower alcohol content and larger volume compared with wine or spirits.
High growth rates and relaxation of rules on foreign direct investment in the last decade has attracted foreign investment in the beer sector. Indian beer consumption patterns have changed radically in the last few years, most of it attributed to the advent of foreign brands in Indian beer market. Not only have foreign brands entered the beer picture but are gaining popularity at an astounding rate. Some foreign brands that are available in the Indian market are Corona, Budweiser, Fosters, Carlsberg, Heineken, Shepherd Neame and Carling. Bubbling with enthusiasm and high on growth wave, Indian Beer Industry has been a magnet for many international players. These days craft beer, with the arrival of microbreweries, is creating quite a buzz in the industry. A craft beer is a beer hand crafted and brewed freshly by a brewmaster. Indians are now seeking a wider choice and better quality of beer that only craft brewers can offer. Hence the emergence of craft beer as a category is gaining popularity in the Indian market. Also, owing to a ban on direct advertising of alcoholic beverages in India, companies nowadays are using innovative concepts to market their products. Indian market players have been forced to be more innovative in their approach to engage the consumers, branching out into concepts such as non-alcoholic brand extensions and surrogate advertising coupled with alignment with sport. Example Kingfisher Premium has associated itself with five teams of the IPL as the ‘Good Times Partner’, resulting in huge brand awareness among its target audience. Another trend catching up in the industry is the advent of online liquor stores. There has been a rapid increase in the number of websites offering liquor on sale. The USP, like all other online sites, is the convenience of customers and the availability of huge variety at one place and discounts that online portals can manage are an added advantage for the consumers. Websites like www.letsbuydrink.com and boozzr.com offer liquor online for sale. The beer market is all set to ride on e-tailing wave in India.
Indian alcohol distribution structure is complex and generally varies from state to state. Liquor is a state subject in India and consequently, the liquor industry is subjected to very strict distribution controls by the state governments. The distribution structure consist three types of market- Government controlled, open market and auction market. States like Assam, West Bengal and Pondicherry are states with open market; States like Tamil Nadu and Kerala fall under the complete regulation of government whereas states like Haryana, Chandigarh and Punjab fall under the auction market structure. The Indian alcohol industry is characterized by high entry barriers due to government regulations.
The report further scrutinizes the Indian beer industry with the help of SWOT Analysis. The report elucidates the strengths of the industry in being recession proof in view of the fact that the Indian alcohol consumption generally remains unfazed by the economic downturn in the nation. Also growing Indian population serves as a ready available market for the beer producers and favorable distribution of Indian population towards the young age augurs well for the industry. The industry also does not face any shortages of the main raw material i.e. barley. Barley in India comes just after rice, wheat & maize production in terms of importance and the nation produces sufficient quantities of the raw material for the industry.
However the industry faces challenges in the form of ban on direct advertising and derisory state of market infrastructure. The industry is also highly taxed and regulated and struggles with multiplicity of taxes and lack of uniformity in the regulations varying from state to state.   The industry is also burdened with unjustified pricing of its products. Beer, although contains less alcohol, is taxed in the same manner as strong spirits which in turn makes beer expensive for the end user. The industry also faces moral restrictions due to religious influence. Some groups, particularly of a religious nature, have tried to ban alcohol altogether and have made its consumption into a sin. Despite such challenges Indian market is a sea of opportunities with its extremely low per capita consumption of beer when compared to other countries in the world. India consumes mere 1.64 litres beer per person which is like peanuts when compared to countries like China and US which consumes 37 litres and 78 litres of beer per person respectively. Favorable demographics, rising disposable incomes, urbanization and rising acceptability of drinking have brought the winds of change for the industry. Urbanization has helped in giving much needed acceptance to the concept of social drinking in the nation.
Indian populace in 2012 consumed ~20 million hectolitres of beer which translates to 1.6 litres of consumption per person. Per capita consumption of beer has grown at a CAGR of ~9% during the period 2008-12 and beer consumption rose to 256 million cases in 2012 from 170 million cases in 2008, thus registering a CAGR of ~11%. Indian beer exported stood at INR 383.1 million in 2008 and has escalated to INR 1777.8 million in 2013, showcasing a robust CAGR of 36% whereas imports registered a CAGR of 19% over the same period and stood at INR 281.6 million in 2013. Favorable demographics coupled with increasing focus of foreign brewers on product range and rising social acceptance of alcohol are expected to enable beer demand to grow swiftly in years to come. We estimate beer industry to register a growth of 12% y-o-y and reach a size of 452 million cases by 2017E. The growth rate of 12% is a conservative estimate; the industry has all triggers in place for exceeding the projected growth rate.

Reasons for Buying this Report:

• This research report helps you get a detail picture of the industry by providing overview of the industry along with the market structure and classification    
• The report provides market analysis covering major growth driving factors for the industry, latest market trends and insights on regulatory framework in the industry
• This report helps to understand the present status of the industry by elucidating a comprehensive SWOT analysis and scrutiny of the demand supply situation
• Report provides analysis and in-depth financial comparison of major competitors
• The report provides forecasts of key parameters which helps to anticipate the industry performance
Our Approach:
• Our research reports broadly cover Indian markets, present analysis, outlook and forecast for a period of five years.
• The market forecasts are developed on the basis of secondary research and are cross-validated through interactions with the industry players
• We use reliable sources of information and databases, information from which is processed by us and included in the report

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Contents

Hide Down
The market research report titled ‘India Beer Market- Industry Size, Share, Trends, Analysis and Forecasts (2013-17)’ released by Niir Project Consultancy Services, provides a comprehensive analysis on Indian Beer Market. The report starts with a brief on the global scenario of the beer industry and then proceeds to analyze the Indian scenario. The report gives a snapshot of the manufacturing process of the beer starting from malting till the end of process at bottling. Indian beer market is dominated by United Breweries capturing over 50% of the market followed by SABMiller with around 25% and Carlsberg with under 10% of the market share. Similarly in brands, Kingfisher dominates the market followed by Haywards 5000, Knock Out and Tuborg.
The report analyzes the beer market in profundity by covering data points like industry growth drivers, emerging trends coupled with SWOT analysis of the market and the regulatory framework. The report captures the market share of key players with the help of HHI or better known as market concentration index.
Although Indian Alcohol Industry has been dominated by stronger spirits (IMFL), but over the years beer has made a mark in the industry and has been able to make its presence felt. Surveys show that beer is the preferred alcohol of the 21St century Indian. Nowadays consumers are looking for choices away from whisky and it is not just the male populace that is enamored by beer but female population equally enjoys the drink. The industry today boasts of an array of high quality varieties that were not even thought about 7-8 years ago. The players are leaving no stone unturned for wooing the Indian consumer; from fruit flavors to spice infusions to fancy names like Basmati Blonde. The latest addition in the fancy beers is the Indus pride, India’s first beer brewed with authentic Indian spices, launched by SABMiller India. Also, rising acceptability of social drinking is a major contributor to the industry’s growth and such acceptability of alcohol has opened the market to new consumers like women and youth who earlier comprised only a small proportion of alcohol consumers in the country. To attract the new found consumers companies undertake promotional activities like pubs arrange ‘Ladies Night’ where drinks are served free for ladies. The beer scenario has changed drastically with mushrooming of beer café’s and microbreweries. The microbrewery boom started in 2008 with two brew pubs — Howzatt and Rockman’s Beer Island — opening within a month of each other in Delhi NCR and today all major Indian cities are experiencing the presence of microbreweries. Recently, The Pint Room and The Beer Café have opened their outlets in the National capital. Microbreweries offer a huge variety of bottled as well as in-house brewed beers and it is estimated that there would be around 75-100 new microbreweries coming up in metros and tier-II cities across India over the next two years. The rising awareness of health benefits that beer offers will further aid the growth. Beer has more health benefits than generally known and is perfect for moderate drinking because of its lower alcohol content and larger volume compared with wine or spirits.
High growth rates and relaxation of rules on foreign direct investment in the last decade has attracted foreign investment in the beer sector. Indian beer consumption patterns have changed radically in the last few years, most of it attributed to the advent of foreign brands in Indian beer market. Not only have foreign brands entered the beer picture but are gaining popularity at an astounding rate. Some foreign brands that are available in the Indian market are Corona, Budweiser, Fosters, Carlsberg, Heineken, Shepherd Neame and Carling. Bubbling with enthusiasm and high on growth wave, Indian Beer Industry has been a magnet for many international players. These days craft beer, with the arrival of microbreweries, is creating quite a buzz in the industry. A craft beer is a beer hand crafted and brewed freshly by a brewmaster. Indians are now seeking a wider choice and better quality of beer that only craft brewers can offer. Hence the emergence of craft beer as a category is gaining popularity in the Indian market. Also, owing to a ban on direct advertising of alcoholic beverages in India, companies nowadays are using innovative concepts to market their products. Indian market players have been forced to be more innovative in their approach to engage the consumers, branching out into concepts such as non-alcoholic brand extensions and surrogate advertising coupled with alignment with sport. Example Kingfisher Premium has associated itself with five teams of the IPL as the ‘Good Times Partner’, resulting in huge brand awareness among its target audience. Another trend catching up in the industry is the advent of online liquor stores. There has been a rapid increase in the number of websites offering liquor on sale. The USP, like all other online sites, is the convenience of customers and the availability of huge variety at one place and discounts that online portals can manage are an added advantage for the consumers. Websites like www.letsbuydrink.com and boozzr.com offer liquor online for sale. The beer market is all set to ride on e-tailing wave in India.
Indian alcohol distribution structure is complex and generally varies from state to state. Liquor is a state subject in India and consequently, the liquor industry is subjected to very strict distribution controls by the state governments. The distribution structure consist three types of market- Government controlled, open market and auction market. States like Assam, West Bengal and Pondicherry are states with open market; States like Tamil Nadu and Kerala fall under the complete regulation of government whereas states like Haryana, Chandigarh and Punjab fall under the auction market structure. The Indian alcohol industry is characterized by high entry barriers due to government regulations.
The report further scrutinizes the Indian beer industry with the help of SWOT Analysis. The report elucidates the strengths of the industry in being recession proof in view of the fact that the Indian alcohol consumption generally remains unfazed by the economic downturn in the nation. Also growing Indian population serves as a ready available market for the beer producers and favorable distribution of Indian population towards the young age augurs well for the industry. The industry also does not face any shortages of the main raw material i.e. barley. Barley in India comes just after rice, wheat & maize production in terms of importance and the nation produces sufficient quantities of the raw material for the industry.
However the industry faces challenges in the form of ban on direct advertising and derisory state of market infrastructure. The industry is also highly taxed and regulated and struggles with multiplicity of taxes and lack of uniformity in the regulations varying from state to state.   The industry is also burdened with unjustified pricing of its products. Beer, although contains less alcohol, is taxed in the same manner as strong spirits which in turn makes beer expensive for the end user. The industry also faces moral restrictions due to religious influence. Some groups, particularly of a religious nature, have tried to ban alcohol altogether and have made its consumption into a sin. Despite such challenges Indian market is a sea of opportunities with its extremely low per capita consumption of beer when compared to other countries in the world. India consumes mere 1.64 litres beer per person which is like peanuts when compared to countries like China and US which consumes 37 litres and 78 litres of beer per person respectively. Favorable demographics, rising disposable incomes, urbanization and rising acceptability of drinking have brought the winds of change for the industry. Urbanization has helped in giving much needed acceptance to the concept of social drinking in the nation.
Indian populace in 2012 consumed ~20 million hectolitres of beer which translates to 1.6 litres of consumption per person. Per capita consumption of beer has grown at a CAGR of ~9% during the period 2008-12 and beer consumption rose to 256 million cases in 2012 from 170 million cases in 2008, thus registering a CAGR of ~11%. Indian beer exported stood at INR 383.1 million in 2008 and has escalated to INR 1777.8 million in 2013, showcasing a robust CAGR of 36% whereas imports registered a CAGR of 19% over the same period and stood at INR 281.6 million in 2013. Favorable demographics coupled with increasing focus of foreign brewers on product range and rising social acceptance of alcohol are expected to enable beer demand to grow swiftly in years to come. We estimate beer industry to register a growth of 12% y-o-y and reach a size of 452 million cases by 2017E. The growth rate of 12% is a conservative estimate; the industry has all triggers in place for exceeding the projected growth rate.

Reasons for Buying this Report:

• This research report helps you get a detail picture of the industry by providing overview of the industry along with the market structure and classification    
• The report provides market analysis covering major growth driving factors for the industry, latest market trends and insights on regulatory framework in the industry
• This report helps to understand the present status of the industry by elucidating a comprehensive SWOT analysis and scrutiny of the demand supply situation
• Report provides analysis and in-depth financial comparison of major competitors
• The report provides forecasts of key parameters which helps to anticipate the industry performance
Our Approach:
• Our research reports broadly cover Indian markets, present analysis, outlook and forecast for a period of five years.
• The market forecasts are developed on the basis of secondary research and are cross-validated through interactions with the industry players
• We use reliable sources of information and databases, information from which is processed by us and included in the report

Table of Contents

1. OVERVIEW
1.1 BEER MANUFACTURING PROCESS
1.2 STRUCTURE OF THE INDUSTRY
2. MARKET ANALYSIS
2.1 GROWTH DRIVERS
2.1.1 Beer: Preferred alcohol
2.1.2 Expanding product range
2.1.3 Rising social acceptability & promotional activities
2.1.4 Easy availability
2.1.5 Health Benefits
2.2 EMERGING TRENDS IN THE INDUSTRY
2.2.1 Entry of foreign brands in India
2.2.2 Budding Categories
2.2.3 Technology Advancements
2.2.4 Surrogate Advertising
2.2.5 Online Liquor Stores
2.3 REGULATORY FRAMEWORK
2.4 SWOT ANALYSIS
2.4.1 Strengths
2.4.1.1 Recession proof nature
2.4.1.2 Ever Increasing Market Base
2.4.1.3 Favorable Demographics
2.4.1.4 Adequate supply of raw material
2.4.2 Weaknesses
2.4.2.1 Highly Taxed & Regulated
2.4.2.2 Ban on direct advertising
2.4.2.3 Inadequate market infrastructure
2.4.2.4 Unjustified Pricing
2.4.2.5 Other Restrictions
2.4.3 Opportunities
2.4.3.1 Low Per Capita Consumption
2.4.3.2 Urbanization
2.4.3.3 Rising Disposable Incomes & Discretionary Spends
2.4.4 Threats
2.4.4.1 Religious Constraints
2.4.4.2 Competition
2.5 HERFINDAHL–HIRSCHMAN INDEX (HHI)
3. MARKET FORECASTS
3.1 DEMAND
3.2 SUPPLY
3.3 FOREIGN TRADE OF BEER
3.3.1.1 Exports
3.3.1.2 Imports
3.4 INDUSTRY SIZE
4. KEY PLAYERS
4.1 UNITED BREWERIES
4.2 SABMILLER INDIA LTD
4.3 CARLSBERG INDIA
5. KEY FINANCIALS AND ANALYSIS
5.1 CONTACT INFORMATION
5.1.1 Registered Office Address
5.1.2 Directors Name
5.2 KEY FINANCIALS
5.2.1 Plant Location
5.2.2 Raw Material Consumption
5.2.3 Plant Capacity & Sales
5.3 FINANCIAL COMPARISON
5.3.1 Assets
5.3.2 Liabilities
5.3.3 Growth in Assets & Liabilities
5.3.4 Income & Expenditure
5.3.5 Growth in Income & Expenditure
5.3.6 Profits
5.3.7 Liquidity Ratios
5.3.8 Profitability Ratios
5.3.9 Return Ratios
5.3.10 Working Capital & Turnover Ratios
6. INDUSTRY OUTLOOK



LIST OF FIGURES & TABLES
Figure 1 Global Beer Production 2012- Share by Region
Figure 2 Indian Alcohol Industry- Segmentation by Value
Figure 3 Indian Alcohol Industry- Segmentation by Volume
Figure 4 Classification of Beer Industry in India- By ABV
Figure 5 Alcohol preference of Internet users
Figure 6 Coffee Outlets Vs Beer Cafes
Figure 7 Population of India (2008-17E, In Millions)
Figure 8 Population distribution by age
Figure 9 Production of barley in India (2007-12, In Mn Tonnes)
Figure 10 Area under barley production (2006-10, In '000 Hectares)
Figure 11 Typical cost structure of beer manufacturers
Figure 12 Beer affordability in India and the world
Figure 13 Per capita consumption of beer- Country-wise
Figure 14 Indian population structure- Rural & Urban
Figure 15 Growing discretionary spend in India
Figure 16 India's annual per capita income (2008-13, In INR)
Figure 17 Market share of beer players
Figure 18 Beer consumption in India (2008-12, In Million Cases)
Figure 19 Beer consumption in India (2008-12, In Mn Hectolitres)
Figure 20 Per capita consumption of beer in India (2008-12, In Litres)
Figure 21 Beer consumption in India (2013E-17E, In Mn Cases)
Figure 22 Per capita consumption of beer in India (2013E-17E, In Litres)
Figure 23 Industrial production of beer in India (2006-12, In Kilo Litres)
Figure 24 Indian exports of beer (2008-13, In Mn INR)
Figure 25 Indian exports of beer (2013-17E, In Mn INR)
Figure 26 Indian beer imports (2008-13, In INR Mn)
Figure 27 Indian beer imports (2013-17E, In INR Mn)
Table 1 Global Beer Production 2012
Table 2 Foreign Brands and their launch dates
Table 3 Types of Markets with corresponding states



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(Following is an extract of the content from the book)
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EXECUTIVE SUMMARY

Although Indian Alcohol Industry has been dominated by stronger spirits (IMFL), but over the years beer has made a mark in the industry and has been able to make its presence felt. Bubbling with enthusiasm and high on growth wave, Indian Beer Industry has been a magnet for many international players. High growth rates and relaxation of rules on foreign direct investment in the last decade has attracted foreign investment in the beer sector. The industry which once offered limited varieties today has left the beer lovers bewildered with varieties and qualities on offer. Also, the Indian growth story holds up the expansion of the beer industry.

 

Trends in the Industry

      Entry of foreign brands in India

      Budding Beer Categories

      Online Liquor Stores

      Surrogate Advertising

 

Favorable demographics, rising disposable incomes, urbanization and rising acceptability of drinking have brought the winds of change for the industry. Expectant & hopeful rationalization of the taxation rules will further aid the growth. Indian beer scenario is estimated to remain buoyant and consumption is expected to continue its growth arc. We estimate beer consumption to register a growth of 12% y-o-y and reach 452 million cases by 2017E.

 

 

 

1.   OVERVIEW

Beer is consumed in countries all over the world and is even a part of the culture in many nations. It is also the most widely consumed alcoholic beverage and the third most popular drink overall after water and tea. Sales of beer are four times that of wine and in most societies, beer is the most popular alcoholic beverage. The world's beer industry recorded almost 3% expansion in 2012 to reach nearly $650 billion. 

The Global Scenario

In 2012, global beer production reached 190.70 million kiloliters, an increase of about 1.77 million kiloliters (0.9%) from the previous year, marking its 28th consecutive year of growth.  The volume of global beer production in 2012 had grown by around 46.48 million kiloliters (up 32.2%) compared with ten years ago. The table below lists the region wise beer production in the world in 2012.

Table 1 Global Beer Production 2012

Region

Production Volume

(In Kilo Litres)

Growth from 2011

Asia

62916545

0.5%

Europe

54516100

-1.0%

North America

24904795

1.2%

Latin America

32360800

1.6%

Africa

12506100

11.3%

Middle east

1336500

-7.7%

Oceania

2160100

-0.6%

World Total

190700940

0.9%

 

As for the data by region, while Europe, Middle-East and Oceania recorded a fall in beer production, it went up in other regions.

In Asia, which remained the largest beer-producing region in the world for the fourth year in a row (up 0.5% from 2011), Thailand (up 15.0% from 2011), Vietnam (up 7.2% from 2011) and India (up 5.4% from 2011) contributed to the increase in beer production, but this growth was small due to China (down 1.2% from 2011).

 

Latin America, the third largest beer-producer in the world (up 1.6% from 2011), has seen the growth for ten consecutive years and Brazil contributed to this growth (up 1.5% from 2011) just like last year.

North America (up 1.2% from 2011) shifted to growth again for the first time in five years.

Africa (up 11.3% from 2011) has seen the 12th consecutive annual growth, thanks to the contribution by South Africa (up 2.0% from 2011) and Nigeria (up 22.5% from 2011).

Figure 1 Global Beer Production 2012- Share by Region

 

The Indian Scenario

Beer industry in India has been experiencing growth rates of about 10% in the past decade. Although India isn’t a typical beer gulping nation but the winds of change might just be around the corner with growth projections of the industry hovering at much higher levels.  

Change in demography, a better standard of living and a myriad of choices that 21st century Indian enjoys, beer industry is expected to grow in double digits in the coming years. Its consumption in India has increased into double digits in last decade. 

India is the fourth largest beer consumer in the Asia-Pacific region by volume. According to the statistics, nation’s 1.2 billion population consumed just more than 20 million hectolitres of beer in 2012.

Indian Alcohol industry is basically comprised of IMFL (Indian made foreign liquor), beer and country liquor. The chart below demonstrates the volume as well as value wise share of various segments in the alcohol industry.

Figure 2 Indian Alcohol Industry- Segmentation by Value

Figure 3 Indian Alcohol Industry- Segmentation by Volume

 

Indian liquor market is dominated by IMFL at 70% whereas beer holds 11% and country liquor holds 19% of the market. But in terms of volume IMFL is 36%, beer 33% and country liquor 31%.

Beer is a rapidly expanding segment in the Indian Alcoholic Beverages industry. It is the third largest market and second fastest growing market in the Indian alcoholic beverages industry. Beer market has been segmented into strong beer and mild beer on the basis of their alcohol content.

The market size of Indian Beer Industry is expected to touch ~452 million cases by 2017, driven by various factors like growing acceptability of social drinking, easy and convenient availability of beer along with burgeoning varieties on offer. Escalating disposable incomes, rising influence of urbanization and low per capita consumption are also anticipated to drive the consumption of beer in the nation. 

 

 

 

 

 

 

                                                                  

 

 

 

 

 


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