Premium beer sales settle down but do not fall flat
Premium and superpremium beers will continue to thrive, although there is likely to be a levelling off of the growth in demand for them, particularly in developed markets. A new report, The International Market for Premium Beer, from beverage industry analysts Canadean shows that while the global beer market grew by an average of 2 per cent per annum between 1996 and 2000, premium beer sales rose by nearly 4 per cent and superpremium sales by 8 per cent. In line with this performance the report predicts that despite slowing down, both premium and superpremium brands will still do well, with the latter being less susceptible to downward pricing pressures as consumers automatically expect to pay more for them. This was split 10 per cent premium and 5 per cent superpremium..
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