Time for a beer?

When and where Europeans enjoy a beer

A report by SABMiller
Introduction

walks into a bar…

A European
Beer is big business in Europe with volumes
Snapshot of findings… Beer as proportion of total alcohol
increasing by more than 6% in recent years.1 consumption 2008 forecast figures2
It plays a central part in many Europeans’ social • On average Europeans enjoy their first daily 0 10 20 30 40 50 0 70 %
lives, but its role differs with each country beer at 18:08... see page 4
displaying its own unique and varied beer Czech Republic 63.4%
• More Italians than any other nationality drink
drinking culture. beer at restaurants... see page 9 Germany 55.7%

• Only 1 in 10 Europeans drink a beer during Poland 55.2%

As one of the world’s largest brewers, selling beer in over 60
countries across six continents, SABMiller is an industry expert. lunch... see page 4
In Europe alone, the company has 19 breweries, over 12,000 Hungary 51.8%
• The most frequent beer drinkers are the
employees, and last year produced a staggering 7 billion pints.
Spanish... see page 7 Netherlands 47.6%
As a company committed to understanding consumer behaviour,
SABMiller has developed and commissioned a landmark piece of • Danes are the most sociable people in Europe... Russia 47.5%
pan-European research to reveal the latest beer drinking cultural see page p 10
trends in two exclusive reports. Belgium 46.6%
• Czech Republic is most patriotic, preferring
The first report released in January 2008 focussed on the beers brewed in their own country... Great Britain 45.5%
etiquette of beer drinking, with key findings and each nationality’s see page 11
idiosyncrasies analysed throughout. This second report looks at Romania 45.0%
when and where people are drinking beer, and how patriotism
affects their choices. Denmark 43.7%
About SABMiller
Both reports have been developed from research conducted by SABMiller’s brands include Sweden 42.6%
an independent marketing insight and brand development premium international beers
consultancy, Added Value, through online interviews with over Peroni, Nastro Azzurro, Slovakia 42.5%
7,500 people across 15 European countries. A total of 500 Pilsner Urquell, Grolsch and
people were interviewed in each country. Miller Genuine Draft, as well Spain 42.2%
as favourite regional brews
including Tyskie Gronie in Italy 16.1%
Poland, Dreher Classic in
France 14.5%
Hungary and Ursus
Premium in Romania.

1 European beer volumes grew by 6.2% in 2006. Source: Plato Logic 2007 data 2 Source Canadean Wisdom, 2007. Litres of alcohol equivalent.
Countries in colour on the map relate to markets interviewed.
2 3
What time do Europeans have their first beer? One night in Europe
The European average time to

Beer O’clock
have the first beer is 18:08 and
the average time to have the
last beer is 22.10.

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It really is a hard working day in Europe, as our At the weekends:
research confirms that for most, Beer O’Clock • The average time that Europeans have their first beer is at
22:10
18:11 on Saturday and 17:00 on Sunday 10 2
starts after work, and not at lunchtime.
• And their last beer is ordered, on average, at 21:54 on
When it comes to marking the end of a hard working day, it’s Saturday and 19:56 on Sundays
no surprise that we Europeans like to relax with a beer. What is
surprising is the national differences as to when we start and Liquid lunch 9 3
finish our drinks. Percentage of people who have their first beer
between 12.00–1.30pm
SABMiller asked the question: on a typical working day, when is
the earliest time you would normally have your first beer in the 0 20 40 %
afternoon or evening? 8 4
24% Denmark
According to our results, only 10% of Europeans would consider
a lunchtime beer, with the vast majority opting for17%
a beer after Czech Republic 18:08
work. In fact, across Europe, Beer O’clock starts 17%
at an average Spain
7 5
time of 18:08. 6
13% France
Final proof that with age, comes wisdom, as the older generation
can’t wait to escape to the pub after work with 4513%yrs+ having Italy
their first beer at 17:49 compared to 18:27 for 1812%
– 24 yrs. Belgium
Our survey also confirms that men are first to the 11%
bar. On average, Germany
they buy a beer earlier than women – 17:57 compared to 18:34.
10% Great Britain
On a typical working day, average drinking up time is 22:10 (the Slovakia
9%
time people have their last beer).
8% Russia 16:41 19:19 20:33 22:59
With age comes restraint – those 45 years and over finish early at First out of the gate in the Working late? The people If you fancy an early night, If you fancy a late night, head
7% to order their
21:32 whilst on average the time for 18–24 year olds Poland
race to the pub, the Danish of The Netherlands have their head to France whose last to Germany whose last beer is
final beer is 22:59. 5% Hungary have a beer earlier than any first beer later than any beer is earlier than any later than any other country
Lunchtime drinking is perhaps not as popular as it4%used to be, Sweden other nation other nation other country
with only 1 in 10 Europeans claiming to regularly drink a beer
3% Romania
during lunch. You are least likely to see a Dutch person in a pub
(2%) and most likely to see the Danes (24%) and 2% the Spanish and Netherlands
Czechs (both 17%).
4 5
First & last beers Which days are people drinking beers?

Dates for the diary

Belgium Czech Republic Denmark France Germany One thing Europeans can all agree on is that we
Weekday beers Sunday drinking
12 12 12 12 12
emphatically believe beer can be enjoyed every Three countries prefer 35% of people think
11 1 11 1 11 1 11 1 11 1

22:06 22.38 22.44 22.59

day of the week. to drink beer between Sunday is a good time to
2 2 2 2 2
10 10 10 10 10 Monday and Thursday. kick back and take it
20.33 Maybe it’s due to that weekend feeling, or catching a match on In Hungary, 65% of easy with a beer. Sunday
9 3 9 3 9 3 9 3 9 3
16.41 TV, because when it comes to choosing the most popular day of respondents drank beer shows the greatest
8 4 8 4 8 4 8 4 8 4 the week for drinking beer, 49% of us chose Saturday. While on a weekday compared difference in country
18:18 18.12 17.58 18.35 Saturday remains the popular choice for most countries, to 51% at weekends. behaviours – 36%
7 5 7 5 7 5 7 5 7 5
6 6 6 6 6
SABMiller research has uncovered that not all of us are There is a similar story difference between
weekend beer drinkers… in France, with 60% of biggest Sunday drinkers
people drinking beer on a Romania (53%) and
• Strangely, the most popular beer drinking day for the French weekday, 9% more than smallest Sunday beer
Great Britain Hungary Italy Netherlands Poland is Wednesday, with 36% drinking beer compared to 35% drink beer on weekends. drinkers Sweden, with
on a Saturday only 17%.
12 12 12 12 12
11 1 11 1 11 1 11 1 11 1

10
22.37 2 10 2 10 22.51 2 10 22.49 2 10 22.02 2 • The biggest mid-week beer drinkers are the Spanish – drinking
21.23 beer more regularly on Mondays, Tuesdays and Wednesdays
9 3 9 3 9 3 9 3 9 3 than any other nation
8 4 8 4 8 4 8 4 8 4
18.14 17.55 19.07 19.19 17.25 • Monday is the quietest day of the week, with 28% of Europeans
7 7 7 7 7
6
5
6
5
6
5
6
5
6
5
enjoying a beer, compared to averages of 31% for Tuesday,
33% for Wednesday and 30% for Thursday.

• Most Europeans drink beer 2 or 3 times a week (33%), the most

Romania Russia Slovakia Spain Sweden frequent beer drinkers being the Spanish, of whom 31% drink
beer most days of the week.
12 12 12 12 12
11 1 11 1 11 1 11 1 11 1
• While nearly 10% of Europeans drink every day, the least
10 21.57 2 10 22.25 2 10 2 10 2 10 22.14 2
frequent drinkers are the Swedes, with only 8% drinking beer
21.24
21.05 most days. Even so, 41% of Swedes drink beer once a week.
9 3 9 3 9 3 9 3 9 3

8 4 8 4 8 17.14 4 8 17.46 4 8 4
18.27 18.42 18.06
7 5 7 5 7 5 7 5 7 5
6 6 6 6 6

6 7
Where most people are drinking beer tonight Where do people prefer to drink beer?

Beer drinkers’ guide… Your place or mine?

Most popular days The Brits would be surprised to hear that Spain The fun loving Danes are But beer goes hand in hand
is home to European pub culture with the the most sociable beer with sport in Belgium and
Top beer drinking Those enjoying Most popular day for drinking neighbours. Poland. Drinkers in these
Day
beer in a pub!1
highest number of beer drinkers who regularly
country on each day drinking beer (ranked) More Danes than any other countries drink beer more
drink beer at pubs/bars/taverns (81%). nationality regularly drink regularly at sports events
Contrary to popular belief that Italy is home beer in someone else’s (17% and 19%) than at
home or garden (64%). nightclubs or restaurants
Monday Spain 41% Slovakia 54% 7th (28%)
to wine-lovers, more Italians than any other The Czechs and Slovaks
nationality regularly drink beer at restaurants are least likely to drink
(45%), almost twice the European average. beer at someone else’s
place (17%)
Tuesday Spain 47% Spain 50% 5th (31%)
The move away from drinking in pubs and bars continues; as our
research finds that more Europeans drink beer regularly in their
homes or garden rather than at pubs, nightclubs, restaurants – Most popular day for
Wednesday Spain 44% Slovakia 49% 4th (33%)
83% compared 63%. drinking beer in:
The only countries which preferred to drink outside the home were Pubs/bars/taverns
Belgium and Slovakia, with a small margin (64% off trade v 62% on trade) and
Thursday Slovakia 50% 6th (30%)
Sweden 50% Czech Republic (75% off trade v 55% on trade). Friday (35%)

When we are not drinking in our own home and garden, you Restaurants
Friday Romania 38% Great Britain 54% 2nd (41%) might just find us drinking beers in yours. While 76% of Europeans Thursday (12%)
drink beer more regularly in their own home or garden, 37% of us
like to drink in someone else’s. That’s a lot of dinner parties and Nightclubs
Saturday * Belgium 62% Spain 55% 1st (49%) barbeques. The social aspects of drinking at someone else’s
house are more attractive to women, as they regularly drink beer
Saturday (6%)

in someone else’s home or garden (40% of women compared to At home

Sunday Romania 53% Spain 42% 3rd (35%) 36% of men). This was the only location where women drank beer Monday (58%)
more regularly then men.
At someone else’s home
The most popular on-trade location is bars/pubs/taverns with
* Saturday is the most popular day for beer 53% of Europeans drinking beer in them ‘regularly’. This is twice Saturday (24%)
more than next most popular location, restaurants at 24%, and
much more than nightclubs (12%) and sports events (10%).

1 Figures for those enjoying a beer either in a pub, bar or tavern depending on the market

8 9
Who do we drink beer with? Where do we like our beer to come from?

Drinking buddies Patriotic tastes

Beer is certainly a social drink, and we all enjoy Romantics Most Sociable Europeans are patriotic when it comes to
sharing an occasion to drink beer together. But Drink beer with a partner Least likely to drink on enjoying beer – 45% of Europeans prefer beer
who do we drink with? your own... brewed in their own country and only 17%
Great Britain 38% Poland 96% preferred imported beer.
Actually, for us Europeans, our loved ones really are our favourite Poland 37% Romania 94%
beer buddies. Most beer drinking occasions are with our partner Belgium 91% • Czech Republic is most patriotic with 91% preferring beers
(29%) followed by with a small group of mixed sex friends (26%). brewed in their own country
Of all of Europe, the romantic Brits are most likely to drink beer • Followed by Belgium (81%) and Germany (79%)
with a partner (38%) followed by the Polish (37%), while
• Sweden is least patriotic with only 18% preferring beers brewed
• Danes and Belgians are most likely to drink beer with large Countries above the European in their own country
groups (same sex or mixed sex) – both 9% of occasions average of 29%:
• Sweden 36% • Followed by Italy (19%) and France (20%)
• Czech Republic is most likely to drink beer with a small group • Romania 35%
• Italy 34% • Patriotism definitely increases with age – 40% of 18–24 yr olds
(same sex or mixed sex) – 46%
prefer local beers, rising steadily across age groups to 49% of
People mostly drink beer with: 45– 60 yr olds
Party Animals Me time...!
• Small groups in someone else’s home (58%)
Most likely to drink in large Those who prefer their
• Their partner at home (42%) or in restaurants (28%) groups – same sex or mixed own company

• Large groups in nightclubs (21%) Denmark 9% Netherlands 21%

Belgium 9% France 18%
Drinking beer with mixed groups is over twice as popular as Russia 15%
drinking beer with same sex groups (of any size) – 38% v 15%

Most likely to drink in small

groups – same sex or mixed
Czech Republic 46%

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For more information please contact:
SABMiller Media Relations
Tel + 44 (0(20 7659 0100