Estonia Beer Market Insights 2010

Report Summary

Canadean’s 2010 Estonia Beer Market Insights report provides a comprehensive view of the industry structure, latest industry developments and trends within this market. Comprising of textual analysis and data tables, the report includes comprehensive analysis of the market including legislation and taxation information and a detailed overview of current and emerging trends. The report looks at the structure of the beer industry, with profiles of the leading players. Comprehensive market segmentation data (by price segment; by alcoholic strength; by local segmentation; and by beer type) is backed up by market valuation and pricing data, including selected consumer beer prices. A detailed analysis of all major domestic and imported brands is provided, including a review of new product activity in 2009. Distribution channels (on- vs off-premise) are analysed and packaging trends including beer consumption by pack material, type, size, and refillable vs non-refillable are also included.

 Table Of  Contents

Canadean Estonia Beer Market Insights Report 2010
Executive Summary

Section 1 Market Context

MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation

MARKET PARAMETER TABLES

Table 1.1.1 – Population Size and Growth, 1982-2012F
Table 1.1.2 – East Europe Population Size and Growth, 2000-2010F
Table 1.2 – Economic Indicators, 2001-2011F
Table 1.3 – Average Monthly Temperatures (Tallinn) 2005-2009
Table 1.4.1 – East Europe Beverage Consumption Per Capita, Litres Per Capita, 2000-2010F
Table 1.4.2 – East Europe Beverage Consumption Per Capita, % Share, 2000-2010F
Table 1.4.3 – East Europe Beverage Consumption Per Capita, Growth, 2000-2010F

LEGISLATION AND TAXATION TABLES

Table 1.5.1 – Taxation Base
Table 1.5.2 – Historical Excise Rates of Beer
Table 1.5.3 – Legal Controls on Beer
Table 1.5.4 – Tax Burden on Beer @5% Abv, 2009

Section 2 Market Background Briefing

MARKET BACKGROUND BRIEFING

Table – Beer Definitions by Type - Local Segmentation
Table – Beer Definitions by Type - Standard Price Segmentation
Table – Beer Definitions by Type - Alcoholic Strength
Table – Beer Definitions by Type - Speciality Beer
Table – Beer Definitions by Type - Local, National and International

Section 3 Market Update

MARKET UPDATE
Key Facts

MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation

BRANDS

Table 3.1 – Top Ten Beer Brands, Volume, 2007-2009
Table 3.2 – Top Ten International Premium and Superpremium Beer Brands, Volume, 2007-2009
Table 3.3 – Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity 2009

INDUSTRY STRUCTURE

Chart – Leading Brewers/Importers, 2009
Brewers

PACKAGING

Chart – Beer Consumption by Pack Material/Type, 2009
Packaging Trends

CHANNEL ANALYSIS

Chart – Beer Distribution by Channel, 2009
Chart – Beer Consumption by Price Segment, 2009
Market Valuation and Pricing
Distribution Trends

DISTRIBUTION AND PRICING TABLES

Table 3.4.1 – Outlet Universe For Beer – Number/% Share, 2005-2009
Table 3.5.1 – Leading Retail Groups For Beer – Number/% Share, 2005-2009
Table 3.5.2 – Leading Retail Groups For Beer – Turnover/% Share, 2005-2009
Table 3.5.3 – Leading Retail Groups for Beer – Owner/Outlet 2009
Table 3.6 – Leading Importers and Distributors, 2009
Table 3.9 – Trade Margin Build-Up Model, 2009
Table 3.10.1 – Selected Consumer Beer Prices – Off-Premise, 2008-2010
Table 3.10.2 – Selected Consumer Beer Prices – On-Premise, 2008-2010

DATA TABLES

Commercial Beverage Consumption Per Capita, Litres, 1999-2010F
Commercial Beverage Consumption Per Capita, % Share, 1999-2010F
Commercial Beverage Consumption Per Capita, Growth, 1999-2010F
Commercial Beverage Consumption, Million Litres, 1999-2010F
Alcoholic Beverage Consumption Per Capita – Litres of Pure Alcohol (LPA) Per Capita, 1999-2010F
Beer Production/Trade/Consumption, Volume, 1999-2010F
Beer Production/Trade/Consumption, Growth, 1999-2010F
Consumption of FABs and Cider, 1999-2010F
Beer Imports by Main Country, 2006-2010F
Beer Exports by Main Country, 2006-2010F
Beer Market Valuation, 2008-2010F
Beer Consumption by Type – Local Definition, 2006-2010F
Beer Consumption by Type – Standard Price Segmentation, 2006-2010F
Beer Consumption by Type – Alcoholic Strength, 2006-2010F
Beer Consumption by Type, 2006-2010F
Beer Consumption by Type – Geographic Scope, 2006-2010F
All Trademarks by Local Operator, 2005-2009
Beer Brands by Local Definition, 2005-2009
Beer Brands by Standard Price Segmentation, 2005-2009
Beer Brands by Alcoholic Strength, 2005-2009
Beer Brands by Type, 2005-2009
Imported Beer Brands by Origin, 2005-2009
Licensed Beer Brands, 2005-2009
Beer Private Label Brands, 2005-2009
Beer Trademark Owners, 2005-2009
Beer Local Operators, 2005-2009
Leading Brewers/Importers, 2005-2009
Beer Consumption by Pack Type/Size, 2006-2010F
Beer Distribution by Channel – Off-Premise v On-Premise, 2006-2010F

Section 4 Brewer Profiles

BREWER PROFILES

A. LE COQ AS (OLVI)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Chart – A. Le Coq Production History, 000s HL, 2005-2009
Chart – Breweries, Capacity, 000s HL
Chart - A. Le Coq Full Brand List, ABV%, Pack Type
Chart – A. Le Coq Brand Volumes, 2005-2009

SAKU OLLETEHASE AS (CARLSBERG)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Chart - Saku Olletehase AS Production History, 000s HL, 2005-2009
Chart – Breweries, Capacity, 000s HL
Chart - Saku Olletehase AS Full Brand List, ABV%, Pack Type
Chart – Saku Brand Volumes, 2005-2009

VIRU OLU AS (HARBOES)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Chart – Viru Olu Production History, 000s HL, 2005-2009
Chart – Breweries, Capacity, 000s HL
Chart - Viru Olu Full Brand List, ABV%, Pack Type
Chart – Viru Olu Brand Volumes, 2005-2009

METHODOLOGY

BEER ATTRIBUTES DEFINITIONS

PRODUCT DEFINITIONS

PACKAGING DEFINITIONS

GLOSSARY
MAP