Europe Draught Beer Market Size, Share & Trends Analysis Report By Type (Keg Beer, Cask Beer), By Category (Super Premium, Premium, Regular), By End-Use (Commercial Use, Home Use), By Production Type, By Country, And Segment Forecasts, 2024 - 2030

Europe Draught Beer Market Size & Trends

The Europe draught beer market size was estimated at USD 18.47 billion in 2023 and is expected to grow at CAGR of 4.4% from 2024 to 2030. The beer that is served on tap and not in pre-packaged form usually, known as draught beer is one of the popular beverages in the region. The product is typically stored in kegs or barrels, which is directly poured in glasses or mugs used by customers. Growing number of consumers prefer high-quality and well brewed beers, inventive dispensing alternatives, upsurge in demand for on - premise consumption are some of the key factors attributing to expected growth.

The UK market accounted for a share of 25.6% of the global draught beer market in 2023.

The particular type of beer is often consumed in beer serving places such as beer bars, beer cafes, pubs, clubs, and restaurants as well. Almost every industry was hit by the pandemic period, so was the draught beer. The industry suffered declining revenues in pandemic years as restaurants, cafes on-premise serving of the beer was closed for longer time. However, since the hospitality and tourism industry has resumed their usual business operations with zero restrictions across the world, the draught beer industry has started experiencing greater revenue numbers in recent past.

Increasing urbanization, growing disposable incomes, changing customer preferences, upsurge in demand of on-premise serving, increasing response to hospitality industry across world, unceasing demand experienced by tourism are some of the factors which have been driving the industry. The draught beer in primarily influenced by factors such as consumption by young population, social media trends, inventive marketing techniques adopted by the manufacturers and more.

Market Concentration & Characteristics

The Europe draught beer industry is growing at accelerating pace and growth stage is identified as high. The market is characterised by the presence of market leaders, innovators as well as other key companies that have been gaining substantial attention from the consumers. This market is heavily impacted by the changing consumer behaviour. Some of the companies in the industry hold the greater market share while some dominate the particular type or segment or regional marketplace.

Degree of innovation is moderate in the industry. The innovation in industry is usually directed by factors such as flavors, brewing technologies, sustainability goals and more. Companies often adopt the innovation as strategy to enhance the product portfolios, improve manufacturing process or advance market penetration. The innovation in draught beer leads to attractive packaging, superior tastes and in turn satisfied consumers.

The level of M&A (mergers & acquisitions) is low in the industry. Often, organisations operating in this industry are inclined towards use of strategies such as collaborations and partnership. However, in recent times, industry has experienced some of the acquisitions by leading market brands. For instance, Heineken acquired craft brewery Oedipus.

Threat of substitutes is at moderate level for the industry. Shifting preferences toward alcohol free beverages might pose a tiny threat; however, very low percentage of alcohol element in crafted beers may lead to no-impact situation in future. The industry is regularised up to an extent, yet not significantly impacted by regulations. According to the Brewers of Europe, beer consumption in European Union was 342,212 thousand hectoliters in 2021, a 0.25% increase over 2020.

End-use Insights

The commercial demand for draught beer accounted for a share of 86.7% in 2023. The industry constantly growing response to on-premise beer servings, increasing crowd at pub, clubs, and upsurge in number of tourists visiting nations across the world post pandemic period has resulted in growth for commercial market of draught beer. The industry is primarily impacted by these factors where it is also influenced by aspects such as social media trends, groups of young consumers in the region and growing disposable income levels. In addition, brewing brands have been collaborating with different resorts and luxury hotels to unveil their premium range, limited edition products.

The demand for draught beer in Europe, for home use, is expected to grow at a CAGR of 4.9% from 2024 to 2030. The industry is poised to expand through increasing demand in home consumption, lucrative offers put out by stores and hypermarkets, growing adoption of beer as preferred beverage in home use and certain peer group influences are fuelling the market growth for this industry.

Type Insights

Keg beer accounted for a revenue share of 50.1% in 2023. Keg beer is known for being pasteurised and filtered, and supplied in small barrels. The standard keg size in the UK is 11 gallons. A keg consists 50 litres or 88 pints of beer. These kegs are used to store the beers as well as other non-alcoholic beverages as well. The characteristic of having consistent taste and prolonged shelf life makes them popular choice amongst the two. 

The demand for cask beer is expected to grow at a CAGR of 3.6% from 2024 to 2030. Cask beer has a deeper flavour attained through the natural and soft carbonation. Brew manufacturers are capitalizing on this opportunity by highlighting custom brews crafted in distinct casks. In February 2024, Norwich-based Woodforde’s Brewery unveiled a fresh lineup of cask beers called the Brewers Signature range, showcasing custom brews crafted by individual brewers within the team. The new range will feature a unique cask ale designed by a different brewery team member each month for the remainder of the year, exclusively available for on-trade customers.

Category Insights

Regular draught beer accounted for a revenue share of 50.8% in 2023. The affordability aspect associated with them primarily drives the increasing consumption of regular beers. Beers in this category are mass-produced beers which are brewed on very large scale while managing to attain taste, quality, and appearance which will be liked and preferred by the many. The regular beer industry utilizes standard brewing practices. In Europe, the regular category beers are widely distributed through supermarkets, hypermarkets, convenience stores, and bars. These places are easily accessible for the consumers. Brands that operate in the markets regular category beers market often have worldwide presence, while their efficient distribution networks and global marketing campaigns help them in maintaining the level of popularity.

The demand for super premium draught beer is expected to grow at a CAGR of 5.6% from 2024 to 2030. The beers in this category are primarily developed by craft breweries, which focus on small-batches of production, inclusion of inventive ingredients, diligently established brewing technologies and effort to maintain the authenticity and diversity in terms of flavors. The key companies in this industry often introduce limited editions of their products through various campaigns. The advertising strategies adopted by makers of these beers also create significant impact over the consumer in this category. In October 2023, Peroni Nastro Azzurro unveiled its inaugural global advertising campaign, promoting the iconic Italian brand with the message "Live Every Moment, All Year Round”.

Production Type Insights

Macro-breweries accounted for a share of 78.8% in 2023. The industry has significant impact of macro-breweries since these breweries produce draught beers on large scale, catering the demand from mass-market. Macro breweries produce beers in larger quantities while investing heavily on aspects such as infrastructure, manufacturing units, equipment and advanced technologies, which can be adopted without disturbing the authenticity of the product they make.

The demand for draught beer from microbreweries is expected to grow at a CAGR of 5.5% from 2024 to 2030. The industry is set to grow while pouncing on lucrative opportunities such as growing response to limited edition beers, increasing acknowledgement for micro level production as it involves diligent effort leading to extraordinary and conventionally made beers.

Country Insights

The European alcohol sector is diverse, consisting primarily of small and medium-sized businesses such as microbreweries and breweries functioning at the municipal, regional, or national levels. The recent rise of new micro and small breweries is a key indicator of the industry's potential for innovation and has led to the growth of home beer brewing in the region.

UK Draught Beer Market Trends

The UK draught beer market is accounted for a share of 57.4% of the regional revenues in 2023. According to research conducted by Co-Operatives UK in October 2023, there has been a remarkable increase in community-owned pubs over the past five years in the UK. The country has strong brewing heritage, with noteworthy history of beer production and consumption, which has been contributing to the increasing demand experienced by the draught beer. According to statistics from the Society of Independent Brewers (SIBA) British Craft Beer Report 2020, there is a positive trend in consumer awareness and recognition of genuine craft beer. In addition, key international brands are expanding their presence and product portfolio in the regional markets.

France Draught Beer Market Trends

The draught beer market in France is expected to grow at CAGR of 7.4% from 2024 to 2030. The industry is experiencing growth owing to increasing inflow of tourists in the country, growing presence of French brands across different regional markets, local tie-ups, and partnerships with cafes, bars, restaurants, and trends associated with home consumption of draught beer.

Key Europe Draught Beer Company Insights

The Europe draught beer market is characterized by the existence of global brands as well as local breweries which has been resulting in a high intensity of competitive rivalry. The world is experiencing upsurge in demand for tourism, international travels and business trips as well, which is assisting these key market participants to generate greater demand for their vast product portfolios.

Recent Developments

• In January 2024, Molson Coors Beverage Company announced the introduction of Madrí Excepcional in Canada, bringing over the U.K.'s rapidly expanding beer brand. Madrí Excepcional will be available on tap at selected on-premise venues.

• In June 2023, Heineken acquired full ownership of the Amsterdam-based craft brewery Oedipus. Having previously held a minority stake in the brewery, Heineken completed the purchase of the remaining shares.

Europe Draught Beer Market Report Scope

Europe Draught Beer Market Report Segmentation

This report forecasts growth at regional and country levels and provides an analysis of the latest industry trends in each of the sub-segment from 2018 to 2030. For this study, Grand View Research has segmented the report based on Europe draught beer market report based on type, category, end-use, and production type and country:

• Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Keg Beer

  • Cask Beer

• Category Outlook (Revenue, USD Billion, 2018 - 2030)

  • Super Premium

  • Premium

  • Regular

• End-use Outlook (Revenue, USD Billion, 2018 - 2030)

  • Commercial Use

  • Home Use

• Production Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Macro Breweries

  • Microbreweries

• Country Outlook (Revenue, USD Billion, 2018 - 2030)

  • Germany

  • UK

  • France

  • Italy

  • Spain

  • Ireland