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San Telmo Research is the San Telmo Business School’s teaching resources website. Its objective is to provide the academic world with knowledge and access to our teaching resources and promote its use by other professors and business schools.

We have significant case studies and teaching notes at your disposal in Spanish and English, including all types of Spanish and international leading companies.


Non-alcoholic beer in spain. Keys to its success and future challenges

22/01/2025
José Luis García del Pueyo| Rocío Reina Paniagua
Non-alcoholic beer in Spain is an international reference because it is the country where it has the largest market share, close to 12% of the beer market, compared to 4% in countries with high consumption such as Germany. This case study analyses the keys to its growth since its launch in the 1970s, as well as the challenges it faces in the future, whether demographic, tax or regulatory. The role of brands, communication, competition, changes in trends or consumer habits, among other factors, is analysed and discussed

Topics

Non-alcoholic beer Category creation Product innovation Consumer trends Health as a market accelerator Market Development

Areas

Company Policy

Language

Inglés

Type

Caso

Code

DGI-397-E

Resources

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