“Better Beer” Category Growing in Europe

According to industry analysts Canadean, European drinkers are now paying more for their beer and willingly so. While total beer consumption rose by less than 3% last year, both the premium and super-premium segments grew more than 10%. The report shows that across Europe as a whole more than half of beer volumes are now accounted for by mainstream brands, one third is taken up by premium and super-premium products and one sixth by discount beers.