Non-alcoholic beer in spain. Keys to its success and future challenges
Non-alcoholic beer in Spain is an international reference because it is the country where it has the largest market share, close to 12% of the beer market, compared to 4% in countries with high consumption such as Germany. This case study analyses the keys to its growth since its launch in the 1970s, as well as the challenges it faces in the future, whether demographic, tax or regulatory. The role of brands, communication, competition, changes in trends or consumer habits, among other factors, is analysed and discussed
Collection: San Telmo (España)
Ref: IIST-DGI-397-E-E
Format: PDF
Number of pages: 24
Publication Date: Jan 22, 2025
Language: English
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Description
Non-alcoholic beer in Spain is an international reference because it is the country where it has the largest market share, close to 12% of the beer market, compared to 4% in countries with high consumption such as Germany. This case study analyses the keys to its growth since its launch in the 1970s, as well as the challenges it faces in the future, whether demographic, tax or regulatory. The role of brands, communication, competition, changes in trends or consumer habits, among other factors, is analysed and discussed
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Learning Objective
1. Analyse how a new market segment can be created within a classic market. When and under what circumstances were this segment of non-alcoholic beer created? Can it be replicated? Why not in wine? And in gin?, etc.
2. Role and alignment of the agents involved: Operators, commercial levers and consumer trends.
3. When is it possible to create a non-existent market and when does it present great difficulties?
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