BEER COMSUMPTION IN SPAIN-back to growth
The beer category delivers a healthy growth of 4% in 2015 versus previous year achieving 88 liters per head comsumption. That trend continues in 2016 and is based in three main factors: The growth in out of home comsumption due to the increased intake of both nationals and more tourists accessing the Spanish 260.000 bars, the accelerated innovation of artisanal beers and the push of new imported brands. The national company Mahou-San Miguel is clearly the leader in branded beers, followed by Heineken ,the dutch group and Damm, also a national Company in number 3 position. The private labels hold a 37 % market share in the modern retail trade.