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Denmark beer market: Industry shaken by tax increase and damp summer
Denmark Beer Market Insights 2013 - a new market research report on 2014-04-22 05:36:02
In 2012 the Denmark beer market was shaken by a cool and damp summer and a dramatic 25% jump in the beer tax. In terms of brewers, Carlsberg remains the dominant player enjoying a share of as much as 56% of the total market, although Royal Unibrew´s share is now almost a fifth of the market.

Overall the Danish commercial beverage market dropped slightly in 2012. It was hoped that the Olympics and the European Football championships would lift the market, but the effect was limited. Royal Unibrew was able to increase both its beer volume and its market share. Several years on from its decision to stop discount production, Royal Unibrew began brewing discount beers again, mainly for Coop.

In late 2012 it was announced that the pioneering but very unpopular fat tax was to be axed; a move that gave hope to the coalition of stakeholders in the beer and soft drinks industry, that had formed to lobby against beverage taxes.

B brands and Private Label products have a limited differential in Denmark. The leading suppliers, supply their branded products to the retailers as well as specific brands for specific supermarkets. Collectively they are known as Discount beers.

Heineken was pushed very hard in 2011 and at the beginning of 2012 and it looks like the brand may have lost momentum. Another key factor has been Carlsberg´s decision to brew Kronenbourg under license in Denmark.

The prospects for the beer market improved significantly in late April, when the government announced that the duty on beer would be reduced by 15% from July.

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