FRANCE: THE BEER AND CIDER MARKETS
Article Abstract:
Kronenbourg was the best selling brand in the super and hypermarkets of France in 1998 with a 25.6% market share by volume, up 0.5% from 1997, followed by Kanterbrau (another brand part of the Kronebourg group) with 9.6%. Kronenbourg put its 1664 brand in fifth position with a 7.6% share, behind Heineken's Heineken (8.3%) and 33 Export (8.1%) brands. The special beer segment, which reported the highest progression rates in 1998, reported a strong increase in promotion sales while new (65- and 75-cl glass, 50-cl can) packagings were successfully introduced. This segment houses a number of strong brand names. In the cider market, the own-label brands cornered 43.8% of the market, up 4.9% from 1997. The leading brand, Ecusson, reported the strongest progression, up 21% at 16% of the volume market in 1998. Following were Duche de Longueville with 10% and Loic Raison with 5.9%. Both the beer and cider operators capitalize on their leading brands to boost their sales, as the so-called Evin bill prevents them from communicating to modernize their products' image.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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FRANCE: ORGANIC BEERS ARRIVE ON THE MARKET
Article Abstract:
In Spring 1998, the Duyck brewery brought out an organic beer, named La Fraiche de l'Aunelle, which sold 3,000 hectolitres in the following 18 months. Other breweries have followed suit. Schutzenberger. The sales volume of this new niche market is small at present. Retailers are unsure about where to put organic beer - in the organic foods section, or in the beer cellar which has a slower rotation?
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
User Contributions:
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