ASIA: The Chinese beer market is huge but far from homogeneous.
China became the largest beer market by volume in 2003 and is expected to show future growth of c.10% per annum; per capita consumption is, however, still low compared to that in Europe and the USA. InBev have forecast that "In the coming 10 years, half of the world's demand for beer will come from China."
It is important to note that the Chinese market is not national but an aggregation of local markets with specific regional variations and preferences. This is reflected in the dominance of local brewers some of whom are protected by anti-competitive legislation preventing the sale of non-locally brewed beers.
Although the vast majority of global players are represented, primarily through production and distribution joint-ventures, premium international brands represent only 3% of the market.
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