Abstract
We have chosen the beer 1664 because it is the most famous beer of the brand Kronenbourg, which is the leader of the French beers market. Kronenbourg is an international company which offers lagers, white and amber beers to brown ale, as well as non-alcoholic beer, shandies and cider. Brasseries Kronenbourg is the leader of the French market with 40% of the market shares and with over 8.5 million hectolitres per year.Kronenbourg is active in every segment throughout the country and it realises a net annual sales of 850 millions euros. Nearly 70% of sales are in the off-trade sector (shops and supermarket) and 30% in on-trade (cafés, bars, pubs). Moreover, 5% of sales are exported. The two production sites, Obernai (capacity 6Mhl) and Champigneulles (3 Mhl), employ 1,900 persons.
