China's beer market, the world's largest, set for bounce as drinkers go high-end
What events are expected to boost beer demand in 2024?
In 2024, beer demand is expected to be boosted by several sporting events, such as the ongoing Euro 2024, the Copa America, and the Summer Olympics. These events, coupled with hotter weather, are anticipated to drive up demand for the beverage. Additionally, bars and stores are offering sports-themed meals and products to capitalize on the excitement surrounding these events, further stimulating beer sales.
How is China's beer market responding to the Euro 2024?
China's beer market is experiencing a boost due to the Euro 2024, with increased consumption and sales of premium beer products. Major beer brands are competing to launch products and services that match scenario-based consumption, and bars and stores are offering sports-themed meals to capitalize on the excitement. This trend is expected to continue, aided by cheaper barley prices and a product mix upgrade in the industry.