Canadean Estonia Beer Market Insights Report 2011

Executive Summary

Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table 1.1.1 – Population Size and Growth, 1982-2012F
Table 1.1.2 – East Europe Population Size and Growth, 2001-2011F
Table 1.2 – Economic Indicators, 2002-2012F
Table 1.3 – Average Monthly Temperatures (Tallinn) 2005-2009
Table 1.4.1 – East Europe Beverage Consumption Per Capita, Litres Per Capita, 2001-2011F
Table 1.4.2 – East Europe Beverage Consumption Per Capita, % Share, 2001-2011F
Table 1.4.3 – East Europe Beverage Consumption Per Capita, Growth, 2001-2011F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 – Taxation Base
Table 1.5.2 – Historical Excise Rates of Beer
Table 1.5.3 – Legal Controls on Beer
Table 1.5.4 – Tax Burden on Beer @5% Abv, 2010

Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table – Beer Definitions by Type - Local Segmentation
Table – Beer Definitions by Type - Standard Price Segmentation
Table – Beer Definitions by Type - Alcoholic Strength
Table – Beer Definitions by Type - Speciality Beer
Table – Beer Definitions by Type - Local, National and International

Section 3 Market Update
MARKET UPDATE
Key Facts
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
BRANDS
Table – Top Ten Beer Brands, Volume, 2008-2010
Table – Top Ten International Premium and Superpremium Beer Brands, Volume, 2008-2010
Table – Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity 2010
INDUSTRY STRUCTURE
Chart – Leading Brewers/Importers, 2010
Brewers
PACKAGING
Chart – Beer Consumption by Pack Material/Type, 2010
Packaging Trends
CHANNEL ANALYSIS
Chart – Beer Distribution by Channel, 2010
Chart – Beer Consumption by Price Segment, 2010
Market Valuation and Pricing
Table - Beer Market Valuation (Local Currency), 2009-2011F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.4.1 – Outlet Universe For Beer – Number/% Share, 2007-2010
Table 3.5.1 – Leading Retail Groups For Beer – Number/% Share, 2007-2010
Table 3.5.2 – Leading Retail Groups For Beer – Turnover (EUR bn)/% Share, 2008-2010
Table 3.7.3 – Leading Retail Groups for Beer – Owner/Outlet 2010
Table 3.8 – Leading Importers and Distributors, 2010
Table 3.9 – Trade Margin Build-Up Model, 2010
Table 3.10.1 – Selected Consumer Beer Prices – Off-Premise, 2009-2011
Table 3.10.2 – Selected Consumer Beer Prices – On-Premise, 2009-2011
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2000-2011F
Commercial Beverage Consumption Per Capita, % Share, 2000-2011F
Commercial Beverage Consumption Per Capita, Growth, 2000-2011F
Commercial Beverage Consumption, Million Litres, 2000-2011F
Alcoholic Beverage Consumption Per Capita – Litres of Pure Alcohol (LPA) Per Capita, 2000-2011F
Beer Production/Trade/Consumption, Volume, 2000-2011F
Beer Production/Trade/Consumption, Growth, 2000-2011F
Consumption of FABs and Cider, 2000-2011F
Beer Imports by Main Country, 2007-2011F
Beer Exports by Main Country, 2007-2011F
Beer Market Valuation, 2009-2011F
Beer Consumption by Type – Local Definition, 2007-2011F
Beer Consumption by Type – Standard Price Segmentation, 2007-2011F
Beer Consumption by Type – Alcoholic Strength, 2007-2011F
Beer Consumption by Type, 2007-2011F
Beer Consumption by Type – Geographic Scope, 2007-2011F
All Trademarks by Local Operator, 2006-2010
Beer Brands by Local Definition, 2006-2010
Beer Brands by Standard Price Segmentation, 2006-2010
Beer Brands by Alcoholic Strength, 2006-2010
Beer Brands by Type, 2006-2010
Imported Beer Brands by Origin, 2006-2010
Licensed Beer Brands, 2006-2010
Beer Private Label Brands, 2006-2010
Beer Trademark Owners, 2006-2010
Beer Local Operators, 2006-2010
Leading Brewers/Importers, 2006-2010
Beer Consumption by Pack Type/Size, 2007-2011F
Beer Distribution by Channel – Off-Premise v On-Premise, 2007-2011F

Section 4 Brewer Profiles
BREWER PROFILES
A. LE COQ AS (OLVI)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table – A. Le Coq Production History, 000s HL, 2006-2010
Table – Breweries, Capacity, 000s HL
Table - A. Le Coq Full Brand List, ABV%, Pack Type
Table – A. Le Coq Brand Volumes, 2006-2010
SAKU OLLETEHASE AS (CARLSBERG)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Saku Olletehase AS Production History, 000s HL, 2006-2010
Table – Breweries, Capacity, 000s HL
Table - Saku Olletehase AS Full Brand List, ABV%, Pack Type
Table – Saku Brand Volumes, 2006-2010
VIRU OLU AS (HARBOES)
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Chart – Viru Olu Production History, 000s HL, 2006-2010
Chart – Breweries, Capacity, 000s HL
Chart - Viru Olu Full Brand List, ABV%, Pack Type
Chart – Viru Olu Brand Volumes, 2006-2010

Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map