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Premiumization the new wave of beer growth

Moving forward premiumization will be key for the beer market. Premiumization isn’t as simple as just charging a higher retail price, brands must offer added value, authenticity, brand story and an experience, say industry experts.

As the beer market has become more saturated with the steady increase of the craft beer segment the mindset of shifting from a volume to value proposition has become even more important. According to Hector Gorosabel, Asahi Europe’s CEO, premiumization is a great growth opportunity in today’s European beer market. Ultimately though it is the consumer who decides whether a brand is considered a premium product, so brand awareness and marketing have become crucial to proper positioning and growth.

Source:, May 2017