The Craft Brewing scene in Spain and the story of Balate

Transcription

1 The Craft Brewing scene in Spain and the story of Balate

2 1. About Balate DATES: 2012 August - Founded 2014 March - First bottle sold INFO: Brewhouse size 10HL Production Capacity 860 HL/year Main Market: HORECA FIELD OF MARKET: + Netherlands, France, Italy and UK

3 2. The Spanish Scene THE ACTORS OF SPANISH CRAFTBEER SCENE Producers Distribution Consumer SITUATION / HEALTH

4 3. Introduction 3.1 SPAIN is not BEER We have/had* no beer tradition, so... SPAIN IS NOT BEER but... In M. HL were sold,

5 3. Introduction 3.2 The ORIGIN of Industrial and Craft beer in Spain 1856 MORITZ ALSACE 1871 DAMM ALSACE 1890 MAHOU SPANISH 1890 SAN MIGUEL SPANISH* 1900 LA ZARAGOZANA SPANISH 1904 CRUZCAMPO SPANISH 1906 ESTRELLA GALICIA MEXICAN *with origin in Philippines 1989 NATURBIER MADRID 1993 BBC ENGLAND 2005 GLOPS SPANISH 2005 CCM SPANISH 2008 AGULLONS SPANISH

6 4. The ACTORS : Producers 4.1 The Situation > 1600% End 2015 > 361 MicroB. > + Gypsies = Double End 2016 > Grow 55% > Represent 1% Number of producers per region

7 4. The ACTORS : Producers 4.2 Xray of the AVERAGE PRODUCER Common characteristics: Beer lovers inspired by foreig trends Business because of Hobby Technical characteristics: BREWHOUSE SIZE: 2,5-5 HL. ALE fermented beers Bottle REFERMENTED Manual FILLING

8 4. The ACTORS : Producers 4.2 Xray of SPANISH TOP 5 PRODUCERS TOP 5 Players: La Socarrada / El boqueron Naparbier Sagra La Virgen CCM Common characteristics: Craft beer Business Sales strategy is a must Technical characteristics: BREWHOUSE SIZE: HL. HL / YEAR : HL TANK MATURATED BEER* ISOBARIC AUT. FILLING COLD STORING

9 4. The ACTORS : Producers 4.3 Detailed Information

10 5. The ACTORS : Distribution 5.1 General Scheme for external or self distribution HORECA ON TRADE BAR / PUB PRODUCER DISTRIBUTOR SMALL RETAILS CUSTOMER OFF TRADE DIRECT SELLING BIG SCALE

11 5. The ACTORS : Distribution 5.2 Distribution Problems that face Craft Beer KNOWLEDGE Beer vs Craftbeer Price Shelf life Texture Yeast INDUSTRIAL BEER WAR Big groups are taken 90% of HORECA customers Ad. confusing information

12 5. The ACTORS : Distribution 5.2 Types of distributors 1. The industrial distrib 2. Big distrib. Companies 3. Small wine / gourmet distrib 4. Specialized craftbeer distrib 5. Breweries distribution

13 5. The ACTORS : Distribution 5.3 The industrial beer distributor HORECA ON TRADE BAR / PUB PRODUCER DISTRIBUTOR SMALL RETAILS CUSTOMER OFF TRADE DIRECT SELLING BIG SCALE < 2010 tendency

14 5. The ACTORS : Distribution 5.4 Big distribution companies HORECA ON TRADE BAR / PUB PRODUCER DISTRIBUTOR SMALL RETAILS CUSTOMER OFF TRADE DIRECT SELLING BIG SCALE < 2010 tendency

15 5. The ACTORS : Distribution 5.4 Small wine / gourmet distribution HORECA ON TRADE BAR / PUB PRODUCER DISTRIBUTOR SMALL RETAILS CUSTOMER OFF TRADE DIRECT SELLING BIG SCALE

16 5. The ACTORS : Distribution 5.4 Specialized craftbeer distributors HORECA ON TRADE BAR / PUB *** PRODUCER DISTRIBUTOR SMALL RETAILS CUSTOMER OFF TRADE DIRECT SELLING BIG SCALE

17 5. The ACTORS : Distribution 5.4 The Brewery distributor HORECA ON TRADE BAR / PUB PRODUCER DISTRIBUTOR SMALL RETAILS CUSTOMER OFF TRADE DIRECT SELLING BIG SCALE

18 5. The ACTORS : Distribution 5.5 Strategy of the top 5 DISTRIBUTOR

19 6. The ACTORS : Consumer 6.1 The spanish craft beer consumer 1. The GEEK consumer Knows what is drinking Looks for special places to drink special beer 2. The casual Industral beer drinker Drinks beer as a soda but with alcohol Beer is very good for a warm day in summer

20 6. The ACTORS : Consumer 6.2 The GEEK consumer How is she/he: HOPS HIGH % ALC BRAND POLIGAMY BEER PLACES AND FESTIVALS FAMOUS CRAFT BEER BRANDS FOCUS: }

21 6. The ACTORS : Consumer 6.2 The GEEK consumer How is she/he: HOPS HIGH % ALC BRAND POLIGAMY BEER PLACES AND FESTIVALS FAMOUS CRAFT BEER BRANDS 1% FOCUS: }

22 6. The ACTORS : Consumer 6.3 Casual consumers What does the other 99% think? 1. Industrial beer is not that bad 2. Knowledge: What is Craft and why $$$$? 3. Craft beer can be a bad experience So it is only a trend and is better not to take the risk

23 6. The ACTORS : Consumer 6.4. The Future of Craft beer So, is there a future?

24 7. Balate Brewery 6.4. The Future of Craft beer Technical characteristics: BREWHOUSE SIZE: 10 HL TANK MATURATED BEER ISOBARIC AUT. FILLING COLD STORING