Danish Beer Market: Competitive Conditions and Purchasing Behavior

Briefly describe the beer market. Include Appendices 1-4. The answer must be a maximum of 2400 entries including spaces.

The first appendix is about the Danish beer market expanding. There are more and more small breweries being made, and that is what the market needs. In 2017 alone, there were 197 brewers in Denmark. According to Hans Peter Jepsen, who is chairman of country Danish Beer Enthusiasts, the beer market is not saturated, meaning that there are much more room for new brewers. He hopes to see the number of breweries to increase, so the market can be equipped to the full extend. In the second appendix, we hear about how the Danish beer market is being filled to the rim with new intruders in the beer market. All these small companies are trying to make it in this red ocean market. These two articles are telling two different stories, but I can conclude, that there are many small breweries being created in Denmark, trying to compete with the big companies. This is hard, because the big companies are also creating craft beers, as the smaller breweries. They are labeling it in the same way, so when the costumer thinks, that they are buying a craft beer from a small brewery on Læsø, they are actually buying it from Carlsberg.