Irish Alcohol market, how does the market share breakdown?

shoutman

Hey
Sorry if this is posted in the wrong forum, just thought that someone amongst the knowledgable posters here could point me to a solution.

I'm just looking for a breakdown of market share in the Irish Alcolhol market, more specifically to do with Guinness. I know they control roughly 87% of the stout market but I am finding it near impossible to find this as a percentage of the total market in 2007.

There are a few reports but they are relatively old ie. before 2004.

Any help would be much appreciated.

thanks in advance.

BeerNut

Tough one for all of alcohol: these things are either limited to a particular product, like beer, or work on a company-by-company basis. So you'd need to find out what Diageo's total market share is, and then how much of that is from Guinness. And are you including the other beers that Diageo makes, or just their stout?

Anyway, a cursory look did turn up this, where Diageo claims that 40% of Irish draught beer sold is Guinness. I'll try and find more.

BeerNut

Found the information I was looking for. It was in the Irish Times on Friday 4th April, regarding Heineken's attempted takeover of Beamish & Crawford.

It says that in the "long drinks" market (beer, cider, alcopops), Diageo have about 51% of the market share, with Heineken on 17.5%, C&C on 10% and Beamish & Crawford on 8%. This is Heineken's way of arguing their way out of accusations that they are turning the Big Three Brewers into an anti-competitive Big Two.

But again, this doesn't tell you how much of the Diageo figure is Guinness as against their other beers and ciders, nor how spirits and wine factor in.