Market Analysis of Lager Beer in Kathmandu

MARKET ANALYSIS OF LAGER BEER IN KATHMANDU
Submitted By:
Shristi Karki
Nepal Academy of Tourism and Hotel Management (NATHM)
T.U. Registration No: 7-2-371-93-2011
Roll No: 1551/11
A Project Work Submitted to
Office of the Dean
Faculty of Management
Tribhuvan University
In the partial fulfillment of the requirements for the degree of

Bachelor of Hotel Management (BHM)
Kathmandu, Nepal
2014
RECOMMENDATION
This is to certify that the project work report
Submitted by
Ms. Shristi Karki
Titled
“Market Analysis of Lager Beer in Kathmandu” has been prepared as

approved by this academy in the prescribed format of the faculty of
management.
This project report work is forwarded for examination.
Supervisor Head of Department
Name: Surya Kiran Shrestha Name:
Signature: Signature:
Date: 9/5/2014
Declaration
I declare that this thesis entitled “Market Analysis of Lager Beer in Kathmandu” is
entirely my own work and appropriate references have been provided for information
obtained from third party sources.
Shristi Karki
Bachelor in Hotel Management (BHM)
Date: August 20, 2014
Acknowledgements
This study on Market Analysis of Lager Beer in Kathmandu has conducted under the
direction and supervision of Mr. Surya Kiran Shrestha, my thesis advisor, to whom I
express my deeply felt gratitude for his wise and generous consent. His kind
guidance, patience and encouragement were the greatest stimulation towards the
completion of this work.
I am also indebted to the faculty of Nepal Academy of Tourism and Hotel

Management (NATHM) for their constant support.
Finally, I wish to acknowledge my deep gratitude and appreciation to all those who
took out their precious time and helped me, directly or indirectly, in my study.
Shristi Karki
Bachelor in Hotel Management (BHM)
2014
Executive Summary
The consumption of alcoholic drinks in the households of Kathmandu is a common

practice. Some household prepare their own homemade liquor, namely; Ala, Raksi
and Chhaang, while others prefer consuming branded liquors manufactured inside the
country and abroad.
The rate of consumption of homemade liquor is hard to acquire, however, the

consumption of bottled liquor which are manufactured in large scale for commercial
purpose can be acquired and analyzed for market research.
Beer is the most consumed alcohol. The lesser alcohol content of ABV 3-7%
compared to other hard alcoholic drinks and reasonable price makes it one of the most
consumed alcoholic beverages.
Out of many types, only lager beers are sold in Kathmandu. The inexistence of any
other kind of beer makes lager the only option. Some of the other major beers
products have never been available due to lack of bar culture, limited demand of
consumers and higher duty levied on importing liquors.
This study is a market research of lager beers in Kathmandu. In a competitive market

for popular beers, lager beers constitute the only share. Most of the supplies are
targeted towards restaurants, bars and hotels.
This study tries to acquire information on the market size; sales and distribution, of
lager beers inside Kathmandu, and determine the brand loyalty by evaluating
customer feedbacks, along with exploring other future possibilities for the existing
brands.
Shristi Karki
Bachelor of Hotel Management (BHM)
2014
Table of Contents
Certificate from Supervisor

Certificate from College
Declaration
Acknowledgement
Executive Summary
Table of Content
List of Chart
List of Tables
List of Appendices
1. Chapter I: INTRODUCTION 1-3

1.1. Background of the Study
1.2. Statement of the Problem
1.3. Objective of the Study
1.4. Significance of the Study
1.5. Importance of the Study
1.6. Limitations of the Study
2. Chapter II: LITERATURE REVIEW 4-19

2.1. Review of Literature
2.2. Structure of the Study
3. Chapter III: RESEARCH METHODOLOGY 20-21

3.1. Study Area
3.2. Tools and Techniques of Data Collection
3.3. Data Collection Procedure
3.4. Data Analysis and Interpretation
4. Chapter IV: DATA PRESENTATION & ANALYISIS 22-32

4.1.1 Consumption of lager beer in Kathmandu
4.1.2 Weekly intake of lager beer
4.1.3 Criteria for choosing a lager beer brand
4.1.4 Location for drinking lager beer
4.1.5 Preference for the Brand of lager beers
4.1.6 Satisfaction with the available lager beer brands
4.1.7 Reason for drinking lager beer
4.1.8 Varying Lager beer prices inside Kathmandu
4.1.9 Choosing lager beer over liquor
4.1.10 Best occasion for drinking
4.1.11 Higher taxation of lager beer
4.1.12 Imports of international beer brands
4.1.13 Respondents’ age
4.1.14 Respondents’ occupation
4.2 Data Analysis

4.2.1 Current Market for Lager Beer in Kathmandu
4.2.2 Major Findings during Research
5. CHAPTER V: CONCLUSION & RECOMMENDATION 33-35

5.1. Conclusion
5.2. Recommendation
Bibliography/References
Appendix I
Appendix II
List of Chart
4.1.1 Consumption of lager beer in Kathmandu 22

4.1.2 Weekly intake of lager beer 23
4.1.3 Criteria for choosing a lager beer brand 23
4.1.4 Location of drinking lager beer 24
4.1.5 Preference for the Brand of lager beers 24
4.1.6 Satisfaction with the available lager beer brands 25
4.1.7 Reason for drinking lager beer 25
4.1.8 Varying Lager beer prices inside Kathmandu 26
4.1.9 Choosing lager beer over liquor 26
4.1.10 Best occasion of drinking 27
4.1.11 Higher taxation of lager beer 27
4.1.12 Imports of international beer brands 28
4.1.13 Respondents age 28
4.1.14 Respondents occupation 29
List of Tables
Table 2.1.3 Nutritional Data of a Beer 7

Table 2.1.7.1 Beer Exports by Nation 10
Table 2.1.7.2 Beer Imports by Nation 10
Table 2.1.12 List of Brewery/Brands in Kathmandu 18
List of Beers available in the world along with ABV content 38
List of Abbreviations
ABV –Alcohol by volume

HBL – Himalayan Brewery Limited
GBL –Gorkha Brewery Limited
NATHM –Nepal Academy of Tourism and Hotel Management
UBPL – United Breweries Nepal Pvt. Ltd
IBU –International Bitterness Units
EBU – European Bitterness Unite
Market Analysis of Lager Beer in Kathmandu
Chapter I
INTRODUCTION
1.1 Background of the Study
Beer is the oldest alcoholic drink known to mankind. It is the most consumed
alcoholic drink in the world and the third most popular drink after water and tea. Beer
is a result of hydrolysis or saccharification of starch or sugar, which is later mixed
with hops (bitter agent) and fermented with yeast.
The process of preparing beer is called brewing.
A better trade relationship with India helped introduce beer in Nepal. A brewery
under Mohan Mekin was first established in Kathmandu, Nepal in 1982. For the last
25-30 years, the introduction of many international and local brands has created a
niche market for beer in Kathmandu.
This study tends to analyze the market of lager beers in Kathmandu and determine its
loyalty among the consumers.
1.1 Statement of the Problem
Lager beer is widely consumed in Kathmandu. The current market is adapted to the
major local brands producing lager beers, however, the market for beer consumption
still hasn’t been exploited to the full due to lack of bar culture and higher duty levied
on importing and selling liquors. The sheer competition and lack of branding has
demeaned the sales of many Lager beers in Kathmandu. Analyzing the market for
lager beers is essential to acquire information on the sales and output, along with
determining loyal followership of the existing beer brands in Kathmandu.
1
1.2 Objective of the Study
The basic objective of this study is to analyze the market condition of lager beers in
Kathmandu, and evaluate various factors involved in determining the sales and future
growth possibilities of the existing brands.
Some of the major objectives taken into consideration are as follows;
• To determine the current local market size of lager beers.

• To examine market trends affecting the sales.
• To evaluate the consumers’ attitude towards existing beer brands.
• To evaluate loyalty of the brand by the means of survey and research.
1.3 Significance of Study
Home grown lager beers have existed in Kathmandu since 1972. United Breweries
Nepal Pvt. Ltd. (UBPL), the oldest beer manufacturer in Nepal, has catered avid beer
drinkers since last 41 years. This study helps to examine the brand loyalty among the
local consumers and ascertain the overall position of beer brands available in the
market. It also helps to understand the current market for lager beer in Kathmandu
and predict the future growth possibilities of the industry.
1.4 Importance of Study
The examined data and facts can help any future entrepreneurs to ascertain the market
for lager beer in Kathmandu; hence, it will help develop the industry in the future and
determine various factors involved in manufacturing and selling beer in Nepal.
1.5 Limitations of Study
It requires lots of different information and enough time to analyze data for any
research. This study is affected by many limitations due to various reasons;
a. It is meant for academic purpose.

b. It may lack data preceding the year 1990 due to lapse in time.
2
c. The facts derived are based on independent interview, survey and online
research.
d. The questionnaire is posted online for responses from consumers, therefore, it
may lack respondents who aren’t aware of internet or own a computer.
3
Chapter II
LITERATURE REVIEW
2.1 Review of Literature

Beer is the most consumed alcohol in the world. The lesser content of alcohol and
ease in production are the major forces behind the higher consumption of beer. Most
European cultures signify themselves as the primary brewers and consider their
homegrown beer to be the best in the world.
2.1.2 History of Beer
It’s suggested that the earliest known beer emerged 12,000 years ago alongside the
development of cereal, however, the earliest evidence of the production of beer,
particularly, barley beer dates to circa 3500–3100 BC from the site of Godin Tepe in
the Zagros Mountains of Western Iran.
The word ‘Beer’ is believed to have been derived from German/Dutch word bier
which meant beverage. The earliest consumptions were intended for domestic
purposes only, where households and many churches owned their own brewery. The
earliest brewers were known to be women. The 5,000 years old relics unearthed from
the ancient Mesopotamia indicate that the use of twice baked barley bread called
bappir were prevalent for the production of earliest known beer.
It became vital to all the grain-growing civilizations of Eurasian and North African
antiquity. It is known to have been consumed by the Pharaohs of Egypt some 5,000
years ago and by the inhabitants of ancient Rome.
The use of hops in flavoring the beer was first known in the 9th century; however, it
wasn’t extensively used for the difficulties of establishing right proportions of
ingredients.
The first operation of producing beer in large quantity was performed by the
Germans, before the 14th century. The technique flourished in Holland in the 14th
century and in England in 15th Century.
4
The oldest known commercial brewery is the Weihenstephan Abbey Brewery in

Germany, dating back to 10th century which still is in operation.
The first brewery in Asia was established by Edward Dyer in Kasauli, India in 1855
under the name Dyer Breweries, which produced Lion Beer, the first beer of Asia. It
flourished in local as well as international market. Soldiers of allied nation, during the
World War I and II, were provided with freshly brewed beer and malts were supplied
to other nations to continue production of beer during the war. It was later acquired by
N.N. Mohan post-independence in 1967 and he renamed it from Dyer Brewery to
Mohan Mekin Breweries. The word “breweries” was later dropped in 1982.
USA leads the nations with the highest import of beer in the world with the total of
37%, closely followed by France with 6.8%. Netherlands and Germany lead the
nations exporting most amount of Beer, 19% and 13%, respectively.
2.1.3 Brewing
The process of preparing beer is known as brewing. The place or structure where beer
is brewed is called brewery. There are several steps in the brewing process, which
include malting, milling, mashing, lautering, boiling, fermenting, condition, filtering
and packaging. The major fermentation process may include warm, cool or
spontaneous fermentation.
More than 35 billion gallons of beer are sold every year. Brewing in small scale or at
home is known as micro-brewing, and are subject to regulation and prohibition in
many countries.
The major ingredients used for brewing are;
• Starch (Malts)
• Water
• Hops
• Yeast
• Clarifying agent
The process of brewing consists of mixing the starch with hot water, which is known
as mashing. The hot water is mixed with malts. The mashing may take around 1-2
5
hours. During mashing, the starch turn into sugar, which are later drained off the
grains. The sweet extracts of the grains are called worts. The refined grains are
washed to acquire fermentable liquid from them, which is known as sparging.
Most grains are sparged continuously by the modern brewers. The more the sparging
the weaker the worts, hence the weaker beer will be.
The collected worts are put into cattle and boiled, usually for about an hour. During
the process, the water evaporates off the wort. The hops are added during the boiling
process as a source of bitterness and flavor. The more the hops are boiled, the greater
the bitterness will be but the fewer flavors and aroma remains.
The remains are cooled and mixed with yeast. Known as fermentation, the wort
becomes beer in a process which may take a week to months depending on the type of
yeast.
2.1.4 Chemical Properties of Beer
Beer contains the phenolic acids 4-hydroxyphenylacetic acid, vanillic acid, caffeic
acid, syringic acid, p-coumaric acid, ferulic acid and sinapic acid.
Hops contain 8-prenylnaingenin, myrcene, humulene, xanthohumol, isoxanthohumoi,

mycernol, linalool etc. Barley , in form of malt, may contain prodelphinidins B3, B9
and C2.
Tryptophol,tyrosol and phenylethanol are aromatic higher alcohols found in beer as

secondary products of alcoholic fermentation.
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2.1.5 Nutritional Facts
Table 2.1.5 Nutritional Data of a Beer
One standard can of beer (356 g) may contain:
• Calories: 154
• Minerals
o Sodium: 14 mg
o Potassium: 96 mg
o Carbohydrate: 13 g
o Protein: 1.6 g
o Calcium: 1%
o Vitamin B-12, B-6: 1%, 10%
o Magnesium: 5%
2.1.6 Classification of Beer
Beer can be broadly classified as;
Pale Ale: The term “Pale Ale” came around 1703. Pale Ale is produced using a top-
fermenting yeast, which clumps and rise to the surface at a temperature between 15
and 24C, and pale malt. It’s lighter in color. The flavor varies with different brewing
practices and hop levels.
Amber ale, American pale ale, Biere de Garde, Blonde, Burton pale ale, English
bitter, Irish red ale, Strong pale ale, American strong ale, Strong ale and Scotch ale
are some common variations of Pale Ale.
Most Pale ale may contain 6% to 7% alcohol by volume.
Stout: Stout is produced using roasted malts or barley, hops, water and yeast. It is
typically brewed with slow fermenting yeast, giving it a darker texture at the end. It
contains both darker color and strong flavor. There are a number of variation
including Baltic Porter dry stout and imperial stout.
7
Porter originated in London in the early 1720s. The taste and durability made it
popular among the drinkers, which helped increase the commercial market for porter.
The beers with higher gravity were called Stout porter.
Stout porter, Irish stout, imperial stout, Baltic porter, Milk stout, Oatmeal stout,
Chocolate stout (name given by the brewers for having a noticeable dark chocolate
flavor), Coffee stout and Oyster stout are some of the popular variations of Stout.
Stout may contain 5% to 10% alcohol by volume.
Mild Ale: Mild ale is a low-gravity beer and predominantly malty palate. It originated
in the 17th century Britain. Modern mild ales are mainly dark colored, although there
are lighter hued mild ales available with higher alcoholic percentage.
Mild ales were in huge demand before 1960s, after which it felt a sharp decline. The
growth of microbreweries in recent years helped revive the mild ale culture.
Originally meant for beer which was young, fresh and un-aged, these young beers
were often blended with aged beer to improve their flavor. Outside UK, the mild ale
remains virtually unknown.
Brown ale may contain 4% to 6% alcohol by volume.
Wheat Beer: Wheat beer is brewed with predominately wheat in a larger proportion
that the common malted barley found in other beers. Originated in Germany, it is top-
fermented and found to be lighter in color and texture.
The two common varieties of wheat beer are witbier based on the Belgian tradition of
flavoring with coriander and orange peel and weissbier based on the German tradition
of mixing at least 50% wheat to barley malt to make a light colored top-fermenting
beer.
There are also sour varieties of wheat beer available. Wheat beers can be classified
according to the place where they were brewed, namely; Weißbier, Weizenbier,
Hefeweissbier, Kristallweissbier, Dhunkelweiss, Weizenbock, Witbier (Dutch) and La
biere blanche (French).
8
Most wheat beer may consist 2.5%-3% of alcohol, whereas, some varieties may even
exceed 4%.
Lager: Lager is a process of producing beer by placing in a cold storage, hence, lager
is a beer that is fermented at cool temperature. It is the most consumed beer in the
world. It can be divided into pale lager and dark lager.
The rise of lager beer was entwined with the development of refrigeration which
made it possible to brew lager anytime needed. It in certain countries often feature
large proportion of adjuncts, usually made of rice or maize.
It can be classified into two types; Pale lager and Dark lager.
The pale lager is a very pale to golden colored. It was developed in the mid 19th
century in Germany. Pilsner beer is the result of pale lager. The color, flavor and
alcoholic content made it one of the most consumed beers in the world.
The dark lager usually ranges in color from amber to dark reddish brown, and may
also be called Vienna, amber lager and dunkel etc.
Lagers may contain 4%-5% alcohol by volume, whereas, some may even contain
4.5%-6% alcohol.
Lambic: Lambic, originated in Belgium, is produced by spontaneous fermentation

and exposing to wild yeasts native to the Zenne valley of Belgium. Unlike other beers,
it’s dry with a sour aftertaste.
Today, the beer is generally brewed from a grist containing approx. 70% barley malt
and 30% un-malted wheat. It is left open for the fermentation to take place. The
multiple microorganisms present in the air helps to ferment the beer.
Lambic beer is widely consumed in Brussels and enrions, and frequently featured as
an ingredient in Belgian cuisine. Lambic (pure), Gueze, Mars, Faro, Kriek and Fruit
lambic are some of its common varieties.
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2.1.7 Beer Regions

Europe is the home of beer and breweries. The modern history of most European
nations is entwined with beer production and development of beer products.
Table 2.1.7.1 Beer Exports by Nation
S.No. Country Beer Exports (Global Share)

1 Mexico 21%
2 Netherlands 13.5%
3 Germany 13%
4 Ireland 5%
5 United Kingdom 4.9%
6 Denmark 4%
7 United States of America 3.4%
8 Canada 2.5%
Netherlands, Germany, Ireland, UK and Denmark are the major beer producers in
Europe. Mexico, with the 21% of beer exports, is the only exporter of Beer from
North American region, followed by USA and Canada.
Table 2.1.7.2 Beer Imports by Nation
S.No Country Beer Imports (Global Share)

1 United States of America 37%
2 France 6.8%
3 United Kingdom 6.6%
4 Italy 6.3%
5 Canada 5.6%
6 Germany 5.2%
USA leads the nations with most imports of Beer with the total of 37% of beer
imports in the world alone, followed by Canada, France, UK, Italy, Canada, Germany
and Netherlands.
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2.1.8 Europe
The cultivation of grain and beer production came to the region of Europe where
grape cultivation for wine making was difficult or impossible. The countries most
associated with beer production are Germany, Ireland, Netherlands, UK, and other
Baltic regions.
According to World Health Organization, Germany ranked 2nd in terms of per-capita

beer consumption (2010). Brewing in Germany is governed by the Reinheitsgebot, a
law applied to beer production. Under the Reinheitsgebot law, only permitted
ingredients are allowed to use in the production of beer, namely; water, barley and
hops. Sometimes yeast is also used during the production of top-fermenting beer,
along with sugar.
The beers in Germany can be classified as; Wheat beer, Pale beer, Dark beer and Un-
filtered beer, and the alcoholic content may range from 4.7% -5.4%. In total, there are
approx. 1,300 breweries producing over 5,000 brands of beer in Germany today.
Oktoberfest is the 16-18 day festival held annually in the Munich and Bavaria regions,
where only beer which is brewed within the city limits of Munich with a minimum of
13.5% alcoholic content.
Netherland is one of the largest producers of Beer, mainly pale lagers. Being one of
the largest exporters, the beers brewed in Netherland are world famous for their taste
and quality. Heineken and Grolsch are two of the biggest brands produced inside
Netherlands.
Pale lager constitutes the most consumed beer in Netherlands, almost 95%.
Czech Republic has one of the oldest histories of brewing beer. The first brewery is
known to have existed in 993. The most common beer produced and consumed are
pale lagers of pilsner type.
In 2012, it had the highest beer consumption per capita in the world, for the 20th
consecutive year.
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2.1.9 Asia
The earliest beer is believed to have been brewed in Sumer, Iraq in 5400 BC. Chinese
are the other major brewers in Asia who has existed since early history. Chinese
brewed beer from both malted grain and grain converted by mold. Due to inefficiency
of converting rice into sugar after being hulled and cooked, rather than whole and in
huska like barley mall, the practice fell out during Tang Dynasty (618-907) , replaced
by rice wines.
The first major brewery was established in 1855 by Edward Dyer of British Raj at
Kasauli, Himachal Pradesh, India under the name Dyer Breweries. Today, it is known
as Mohan Mekin.
Nepal, with the meager share of beer production in the world, produces and sells
variety of lager beer brands. Some of the brands are exported as well, however, the
share of exports compared to other beer producing countries lack far behind.
2.1.9.1 History of Beer in Nepal
The first brewery in Nepal, United Breweries Nepal Pvt. Ltd. (UBPL) was established
in 1966. Located in Hetauda district, UBPL brewed the first beer of Nepal, Star
Premium Lager Beer, in 1972.
A brewery under the supervision of Mohan Mekin was established in Nepal in 1982,
under the name of Himalayan Brewery Ltd. Kathmandu, manufactured by Himalayan
Brewery, became the second beer produced in Nepal, which is produced and marketed
since 1982. Before 1980, the traders used to import beers from India and abroad for
various occasions.
The first international beer in Nepal was produced under the collaboration of Khetan
Group and Danish Carlsberg Breweries in 1989. Known as Gorkha Brewery Pvt. Ltd.,
it unveiled Tuborg in 1990, which became the first international beer brand produced
only in Nepal, followed by Carlsberg in 1995 and Gorkha Beer in 2006.
Guinness stout beer, an international Irish brand, was introduced in Nepal by the
Mount Everest Brewery Pvt. Ltd in 1999. With its own manufacturing plant located in
12
Kathmandu, Mount Everest Brewery produced Guinness stout beer for 130 bars in
Kathmandu.
Sungold Brewery (Nepal) Pvt. Ltd. was established in 1997 under the flagship of
Chaudhary Group. It launched Nepal Ice, Royal Gold and Mustang.
Sthapit and Schlau Pvt. Ltd. in collaboration with United Breweries introduced a
German beer Coblenzer in Nepal in 2010. It currently brews two different beers;
Coblenzer Pilsener and Coblenzer Marzen, for the local market.
2.1.9.2 History of Beer in Kathmandu
Himalayan Brewery Pvt. Ltd under the supervision of Mohan Mekin was established
in Godavari, Kathmandu in 1982. The launch of Kathmandu in 1982 flooded the
market with a locally brewed beer. Before the over-enthusiastic market takeover by
Tuborg in the early 90s and San Miguel in late 90s, Kathmandu was the most
consumed beer in Kathmandu.
Mount Everest Brewery Pvt. Ltd. is another major brewery situated inside
Kathmandu. It brewed Guinness stout beer for the first time in 1999 under the
flagship of Diageo® for 130 bars in Kathmandu.
Since last 30 years, almost every major lager beer brands have been available in
Kathmandu. Kathmandu created the market for beer in Kathmandu in 1982. Tuborg
became a market leader since 1995 followed by San Miguel with 40% of market share
in the overall Nepal.
Carlsberg, Nepal Ice, Gorkha Beer, Everest, Tiger beer, Kathmandu, Commando and
Coblenzer etc are few other brands which have more or less share in the local market
for beer. Budweiser, Guinness and Heineken beer are few of the international brands
available in Kathmandu.
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2.1.10 North America
USA and Canada are the major importers of beer products in the world, with 37% and
5.6% of world imports respectively.
Though, Native American tribes are believed to have brewed beer prior to European
arrival, the modern beer was first introduced in North American territories by the
early British settlers. The dominance of English and Dutch rule in North America
ensured the drinking of Beer over any other alcoholic beverages.
The first commercial brewery was established in 1632 at Manhattan, New York under
the name Dutch West India Company. Craft or draught beer has been in major
production and consumption in many states of USA since 1978. Today, the small
breweries amount more than 3,000, producing 15.6 million barrels of beer per year
and generating roughly $14.3 billion in retail sales.
The first beer in Canada was introduced by the earliest European settlers in the 17th
century. Pale lager remains the most produced, imported and consumed beer in
Canada. The first brewery was established by Jean Talon in Quebec City, Canada in
1668.
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2.1.11 Measurement of Beer

Beer is generally assessed by its color, strength and bitterness. Bitterness is measured
by IBU or EBU in Europe.
Color: Color in a beer is obtained by the use of malt. The most common color is pale
amber produced from using pale malts. Dark beers tend to be brewed from a pale malt
or lager malt with a small proportion of darker malt added to achieve the desired
texture. Caramels are also used to darken beers.
Strength: Strength is defined by the alcohol content of a beer. A beer may range from
less than 3% abv to around 14%. Some beers can have strength up to 20% by re-
pitching with champagne yeast and 55% by the freeze-distilling process.
• Pale lager, most consumed beer in the world, may contain 4% - 6% abv.
• British Ale may contain 4% abv.
• Stout is strong, dark beer which may contain 5% - 10% abv.
• Brown Ale may contain 4% - 6% abv.
• Pale Ale may contain 6% - 7% abv.
2.1.12 Serving of Beer

Serving of beer is defined by the style of dispensing applied to beer.
Draught: Draught beer from a pressurized keg is the most common method of
dispensing in bars and pubs. A keg, built of metal, is pressurized with carbon dioxide.
Some draughts are served with nitrogen/carbon dioxide mixture to create fine bubbles,
resulting in a dense head and a creamy mouth feel.
A draught beer’s environmental impact can be 68% lower than bottled beer due to
packaging differences.
15
Packaging: Packaging of a beer is generally done in a bottle or metal can. A metal

can protects beer from light, thereby preventing skunked beer. Most beers are sold in
cans worldwide; however, there is a considerable variation in the proportion between
different countries.
Most bottled beers may contain yeast and some are refilled with yeast.
Temperature: Temperature of storing or serving beer varies from beer types to

drinkers. Most drinkers prefer pale lager to be served chilled, medium-strength pale
ale to be served cool and strong imperial stout to be served at room temperature.
Michael James Jackson, an English writer and journalist, proposed a 5 level scale for
serving temperatures.
• Well Chilled 7°C (45°F)

• Chilled 8°C (46°F)
• Lightly Chilled 9°C (48°F)
• Cellar Temperature 13°C (55°F)
• Room Temperature 15.5°C (60°F)
Vessels: Vessels define the utensils used for consuming beer. Glass, beer steing, mug,
pewter tankard, beer bottle and can are some of the most used vessels.
2.1.13 Lager Beers in Kathmandu
The history of beer in Kathmandu is recent. The first beer was introduced in
Kathmandu when traders used to import beer products from the neighboring India.
Chaang, a local fermented beer produced by the Newar community, remained the only
beer-like product in Kathmandu. The first brewery in Nepal, UBPL was established in
1966, producing the first beer, Star Premium Lager Beer, in 1972.
A brewery under the supervision of Mohan Mekin (formerly, Dyer Breweries) was
established in Godavari, Kathmandu in 1982, under the name Himalayan Brewery
Ltd. Iceberg became the first product of Himalayan Brewery produced in 1982.
16
The first international beer, Tuborg, was introduced in Kathmandu was produced by
Gorkha Brewery Pvt. Ltd. under the collaboration of Khetan Group and Danish
Carlsberg Breweries in 1989. Tuborg was followed by Carlsberg in 1995 and Gorkha
Beer in 2006 by the brewery.
With its own manufacturing plant located in Kathmandu, Mount Everest Brewery
produced Guinness stout beer, an Irish beer brand, for 130 bars in Kathmandu.
Sungold Brewery (Nepal) Pvt. Ltd. was established in 1997 under the flagship of
Chaudhary Grou. It launched Nepal Ice, Royal Gold and Mustang.
Sthapit and Schlau Pvt. Ltd. in collaboration with United Breweries introduced a
German beer Coblenzer in 2010. It currently brews two different beers; Coblenzer
Pilsener and Coblenzer Marzen, for the local market.
Almost 99% of beer market in Kathmandu amounts to lagers. The lack of beer
drinking culture, inexistence of bars and red tape on import of technology has
hindered the introduction of other beer products in Kathmandu.
The production and consumption of beer and other alcoholic products are highly
regulated by the government bodies and are levied higher taxes for minimizing the
illness and death caused from over-drinking.
The government of Nepal receives over 4 million rupees from the excise duty on beer
nd over 8 million rupees from other alcoholic products.
According to the fiscal budget of 2013/2014, the government has increased excise
duty on 50 UP liquor by 49% to Rs. 250 per liter.
17
2.1.14 Available Beer Brands in Kathmandu
Table 2.1.12 List of Brewery/Brands in Kathmandu
Brewery Brands
Star Premium Lager Beer
1. United Breweries Nepal Pvt. Ltd. Star Gold Beer
(UBPL) Coblenzer Marzen (by/for Sthapit &
Schlau)
Coblenzer Pilsner (by/for Sthapit &
Schlau)
Iceberg Extra Strong

2. Himalayan Brewery Ltd. Commando Super Strong
Kathmandu Premium Lager Beer
Tuborg
3. Gorkha Brewery Pvt. Ltd. Turbog Strong
Carlsberg (650 ml)
Carlsberg (330 ml)
San Miguel
Gorkha
Gorkha Strong
Nepal Ice
4. Sungold Brewery (Nepal) Pvt. Ltd. Nepal Ice Strong
Nepal Ice Natura
Nepal Ice Super Strong
Real Gold
Mustang
18
2.2 Structure of the Study

The project report “Market Analysis of Lager Beer in Kathmandu” has been divided
into 5 chapters.
The first chapter is introduction which contains six different sub-sections. They are;
Background of Study, Objectives of Study, Statement of Problem, Significance of
Study, Importance of Study and Limitations of Study.
The second chapter contains Review of Literature and Structure of the Study.
The third chapter contains research methodology.
The fourth chapter contains Data presentation and analysis, and the fifth chapter
contains Conclusions and Recommendations.
Apart from this, this report comprises bibliography and appendixes.
19
Chapter III
RESEARCH METHODOLOGY
Research is commonly known as a systematic investigation and study of materials,

and sources in order to establish facts and reach conclusion. Research is a generally
practiced phenomenon to achieve new insights helpful for planning and decision
making.
This chapter deals about the way information is collected for the study. This study
blends different approaches of research methodology. Many conclusions are driven
through the technique of applied research and literature review. Sometimes, the
subject matter beyond the themes appears as an obligation to be incorporated in the
study.
3.1 Study Area
The research required for Market Analysis of lager beers is conducted inside
Kathmandu. The major research has been carried out among the beer consumers,
living or residing in Kathmandu. The feedback gained from the consumers is valid as
they, the respondents comprise of a local market for lager beers.
Being the capital city of Nepal and one of the only regions which accumulates highest
concentration of population, conducting a research on lager beers in Kathmandu gives
better and more factual results. Conducting the research inside Kathmandu decreases
the chances of biasness resulting from geographical disadvantage and market
monopoly.
3.2 Tools and Techniques of Data Collection
Study is done in order to analyze and examine the market insights on lager beers.
Tools applied in researching the data for the study are;
20
• Questionnaire
• Literature survey
• Internet and online resources
Data collection phase is classified into two groups:
Primary Data: The newly acquired and designed data from various repositories in
the market constitutes for primary data. In this study, questionnaire with the
consumers constitute for primary data collection.
Secondary Data: The already acquired and published data on official website of the
company, blogs, literary paper and research, books and magazine constitute for
secondary data collection.
3.3 Data Collection Procedure
The structured questionnaire will be used to collect the primary data for the study is
attached in Annex I. The questionnaire will be distributed online, emails and in-
person to gather enough data on the consumption of lager beer in Kathmandu.
3.4 Data Analysis & Interpretation
All the data/information will be summarized and analyzed in Excel worksheet.

They’ll be analyzed and refined for the use of statistical derivations; bar graphs.
Qualitative approaches will be used to analyze the collected information.
21
Chapter IV
DATA PRESENTATION & ANALYSIS
For the study of the topic “Market Analysis of Lager Beer in Kathmandu,” I prepared
a questionnaire and distributed it among the consumers via online, in-person meet and
various physical networks.
The questionnaire was directed towards the consumers. It helped to gather intelligence
on how consumers react to different market constraints while consuming a lager beer.
Figure 4.1.1 Consumption of Lager Beer in Kathmandu
100%
92.3%
90%
80%
70%
60%
50%
40%
30%
20%
7.7%
10%
0%
Who drink lager beer Who don't drink lager beer
The figure 4.1.1 indicates that out of total respondents only 92.3% regularly drink
lager beer, whereas, 7.7% don’t. It’s clear from the above given chart that most people
in Kathmandu prefer drinking lager beers.
22
Figure 4.1.2 Weekly Intake of Lager Beer

70%
62%
60%
50%
40%
31%
30%
20%
10% 8%
0%
Less than 750 ml 750 ml - 2 liters More than 2 liters
Figure 4.1.2 indicates that 62% of people in Kathmandu consume less than 750 ml of
lager beer in a week, followed by 31% of people who prefer drinking 750 ml to 2
liters lager beer in a week. Those, drinking more than 2 liters of beer in a week count
for just 8%.
Figure 4.1.3 Criteria for choosing a Lager Beer Brand
60%
54%
50%
40%
31%
30%
20% 15%
10%
0%
Price Brand Taste
23
Figure 4.1.3 indicates that 54% of people choose a beer for its taste, followed by 31%
of the drinkers who choose brand over anything else. 15% prefer price of a beer over
brand or taste.
Figure 4.1.4 Location for drinking Lager Beer
60%
54%
50%
38%
40%
30%
20%
10% 8%
0%
At Home At Bars/Restaurants At Special Events
Figure 4.1.4 indicates that more than 54% of people prefer drinking lager beer at bars
and restaurants, while only 38% prefer drinking during special events, such as;
parties, get together, wedding etc. Only 8% of the people drink at home.
Figure 4.1.5 Preference for the Brand of Lager Beer
45% 42%
40%
35% 33%
30%
25%
20% 17%
15%
10% 8%
5%
0%
Tuborg Carlsberg Nepal Ice Others
24
Figure 4.1.5 indicates that 42% of people prefer to drink Tuborg over any other
brands, followed by 33% choosing Carlsberg and 8% others. 17% of people have
varying taste for beer brands.
Figure 4.1.6 Satisfaction with the available Lager Beer Brands
56%
54%
54%
52%
50%
48%
46%
46%
44%
42%
Satisfied with the Brands Not Satisfied with the Brands
Figure 4.1.6 indicates than 54% of beer drinkers are not satisfied with the available
lager beer brands in Kathmandu, while 46% are content with the available brands.
Figure 4.1.7 Reason for drinking Lager Beer
70%
62%
60%
50%
40%
30%
23%
20% 15%
10%
0%
0%
For Fun For Socializing For Getting Other
Drunk
25
Figure 4.1.7 indicates that 62% of people prefer drinking beer for socializing. 23% of
people drink for fun and 15% for getting drunk.
Figure 4.1.8 Varying Lager Beer Prices in Kathmandu

60%
54%
50%
40%
31%
30%
20% 15%
10%
0%
Rs. 100-150 Rs. 150-250 Rs. 250-350
Figure 4.1.8 indicates that 54% of people prefer a favorable price range for any lager
beer in Kathmandu to be within Rs. 150-250. 31% of people prefer lager beer prices
to be within Rs. 100-150, while 15% prefer it to be within Rs. 250-350.
Figure 4.1.9 Choosing Lager Beer over Liquors
90%
80% 77%
70%
60%
50%
40%
30% 23%
20%
10%
0%
Yes No
26
Figure 4.1.9 indicates that more than 77% of people prefer to drink lager beer over
liquor at anytime given, whereas, only 23% chose not to drink lager beer over any
other liquor at anytime given.
Figure 4.1.10 Best Occasion for Drinking
90%
80% 77%
70%
60%
50%
40%
30% 23%
20%
10%
0%
Working Days Holiday/Festivals
Figure 4.1.10 indicates that 77% of people prefer to drink lager beer during holidays
or festivals, whereas, only 23% chose to drink during working days.
Figure 4.1.11 Higher taxation on Lager Beer
80%
69%
70%
60%
50%
40%
31%
30%
20%
10%
0%
Levy Higher Tax Don't Levy Higher Tax
27
Figure 4.1.11 indicates that almost 70% of lager beer drinkers discouraged levying
higher taxation on Beer and any alcoholic product, whereas, 31% chose to levy heavy
taxation.
Figure 4.1.12 Imports of International Beer Brands
90% 85%
80%
70%
60%
50%
40%
30%
20% 15%
10%
0%
Import International Brands Don’t Import International Brands
Figure 4.1.12 indicate that more than 85% of people chose for
manufacturers/distributors to import international brands in Kathmandu, while only
15% chose to disagree.
Figure 4.1.13 Respondents’ age
60%
54%
50%
40%
31%
30%
20% 15%
10%
0% 0%
0%
20-25 25-35 35-45 45-55 55-65
28
Figure 4.1.13 indicates that 54% of lager beer drinkers are of age 25-35, followed by
31% of drinkers is aged 20-25. Only 15% of lager beer drinkers are aged 35-45.
Figure 4.1.14 Respondents’ Occupation

50% 46%
45%
40% 38%
35%
30%
25%
20%
15%
15%
10%
5%
0%
0%
Student Employee Enterpreneur Others
Figure 4.1.14 indicates that 46% of lager beer drinkers are students by profession.
38% belong to employment sector while entrepreneurs amount to 15% of overall lager
beer drinking population.
29
4.1 Data Analysis
4.1.2 SWOT Analysis on the Market study of Lager Beer in

Kathmandu
SWOT analysis helps to realize many unobserved points on the market study of lager
beer. Basically, we’ll be analyzing the market of lager beer on four different points,
which are; its strength, weakness, opportunities and threats.
Strength
• Dominance over beer market in Kathmandu

• Niche customer base and loyalty
• Lower content of alcohol
• Food and beer harmony
• Availability of varying brands and tastes
Weakness
• Inability in introducing beer products other than lager

• Lack of bar or drinking culture among working-class men
• Higher taxation on produce and sales of beer by the government
• Small or discriminated market
• Weak marketing or selling efforts
Opportunities
• Most consumers belong to the age of 25-35, therefore, new products can
easily be pushed to the consumers
• Higher demand of international beer brands
• Higher chances of supply during holidays
• Higher demand of beer over liquor
30
• Proper waste management initiated by the brewers assures eco-friendly

environment
Threats
• Chances of adulteration by the distributors or sellers

• Tighter regulation in produce and sales of beer by the government
• Inferior affects on health or social life
• Under-enthusiastic marketing and PR team
• Inability of introducing bar or drinking culture among working-class men
4.2.2 Current Market for Lager Beer in Kathmandu

The market for lager beer in Kathmandu is limited due to the geographical constraints
and lack of better marketing or PR approaches. The inability of creating a drinking
culture for working men or introduction of bar culture has limited the production and
supply of lager beers in Kathmandu.
The inability of introducing beer products other than lager due to limitations in
equipments, technology and market has pushed back the opportunity of establishing
new breweries and introducing famous beer products.
The heavy and continuous increase in taxation on alcohol and tobacco products has
also limited the production and sales of beer in Kathmandu. For cultural and health
safety reasons, alcohols are strictly regulated by the government.
The lack of proper marketing or promoting beer brands in Kathmandu has also
eliminated the chances of flourishing new products in the market.
The increase in sales depends on special occasion and holidays, whereas, working
days attract least customers. The flourishing of bar or drinking culture could improve
the current state by promoting beer brands among people, along with health safety tips
and regulation.
Despite, the desire of consumers for inviting new beer products and brands in the
market, the brewers or sellers aren’t able to import foreign brands or create new
31
brands because of smaller market size, strict regulations, heavy taxation and lack of
business opportunities.
The increase in sales of substitute products; liquor and beverages, at lower costs
discourages the overall market for lager beer.
4.1.3 Major Findings during the Research

Even though the market for lager beer in Kathmandu is smaller, the desire of
consumers and the total output from breweries cannot be neglected.
The existing breweries of Nepal produce more than 500,000 hectoliters of beer
annually. The sales of beer during special occasions surpass that of previous
occasions every year.
Most of the consumers are of younger age; therefore, new products tend to be easily
adopted by the consumers.
Most people are dissatisfied with the government levying higher taxes on alcohol and
stricter regulations. Despite the crime rate and accidents from drunk driving has
lessen, people still sit in the comfort of their home and consume beer to the fullest.
The people in a lower income bracket comprise the most of population of Kathmandu.
Most of the popular brands are expensive compared to what they can afford,
therefore, the consumption of popular brands in recent time has dwindled and the
consumption of least popular and cheaper brands has risen.
The taxes rose from alcohol and tobacco products help the government finance other
major operations, however, their initiative for controlling the abuse of alcohol and
tobacco and prevention of diseases caused by smoking/drinking doesn’t exist. The
fund rose from the sales of alcohol and tobacco remains unused.
32
Chapter V
CONCLUSION & RECOMMENDATIONS
5.1 Conclusion
Lager Beer is the only beer available in Kathmandu. The entire market, more than
99%, is accounted for the production, sales and purchase of lager beer. Pale Lager, the
most consumed beer in the world, is the most available beer in Kathmandu.
There are fewer than 5 breweries operating in Nepal, brewing 600,000 bottles or more
than 500,000 hectoliters of finished beer every year. Some beer products, such as;
Tuborg and Carlsberg, have existed in the local market for over 20 years, however,
some favorite brands have recently arrived amongst the consumers. Nepal Ice, Gorkha
Beer, Everest are few of the popular beer brands available in the market which made
its breakthrough recently.
Some of the older brands have vanished from the local market following the market
takeover by the more recent and popular brands. Iceberg, San Miguel and Commando
etc belong to some older brands which have somewhat disappeared from the market.
According to the spokesperson of Himalayan Brewery, the older brands; Iceberg,

Commando beer and Heineken, will soon be re-launched in the market.
Gorkha Brewery is the leading brewer in Nepal. Two of its products; Tuborg and
Carlsberg, share the largest market for beer in Nepal. Tuborg holds the 4.5% share of
domestic consumption in India. With 275 million cases of Tuborg sold in the
domestic market, it currently holds the 4th position among top 5 most sold beer brands
in India.
With 75% share in the beer market of Nepal, Gorkha Brewery paid Rs. 3.9 billion
(Approx. US $41.5 million) in taxes to the government in 2009. Its waste water
treatment plant has helped reduce much waste from the manufacturing plant, hence,
conserving the surrounding biodiversity and natural resources.
33
Nepal Ice, brewed by Sungold Brewery, is exported to Japan, USA, UK, Hong Kong,
Korea and Dubai.
The estimated monthly turnover of Nepal’s beer industry is between Rs. 600 to 650
million (Approx. US $6.3 – 6.8 million).
Despite the demand of different beer products and international brands, the
manufacturers aren’t agile in acquiring deals for the fear of smaller market size of
Kathmandu compared to the largest markets of abroad and the stricter regulations on
trader and production of alcohol by the Nepalese government.
Establishing Microbrewery in Kathmandu is detrimental for the investors because

people are ill-informed about the product. The lack of market for draught beer creates
a difficulty in establishing or flourishing microbrewery culture in Kathmandu.
Kathmandu Beer, planned to be brewed by Himalayan Brewery, is the only bottled
draught beer available in Kathmandu.
Most pubs tend to sell bottled or canned beer in their establishment. Draught beer has
never been sol d in those areas, where, most of the pubs in Europe and America focus
on selling draught beer, along with developing microbrewery culture. Some pubs in
Kathmandu have started popularizing the German Beer festival –Oktoberfest, to
promote drinking culture as well as to sell beer.
The culture of the inhabitants of Kathmandu and their personal style of preparing
alcohol has drastically reduced the chances of establishing beer as a primary alcoholic
drink altogether. Most home-based breweries focus on preparing wine and fermented
beer for personal usage or during occasions. Ala, Chaang, Raksi and Tongba are the
popular home-based alcoholic products produced widely in and outside Kathmandu.
The ever rising cost of beer due to higher taxation and inflation has reduced the
consumption of branded beer in Kathmandu, however, experts are of an opinion that
most geographic regions outside Kathmandu have started consuming lower priced
beer; hence, decreasing the sales of higher priced branded beers.
The prices of beer and the cost of living in Kathmandu is inversely proportional to
each other. Inability to afford drinking branded beers in Kathmandu is another major
34
reason for beer manufacturers’ failure in capturing or developing the market for
alcoholic drinks.
5.2 Recommendation
During and after the survey, depending on the Intel gathered, I have come up with
recommendations for the concerned bodies to look into the current beer market and
implement better ideas to prosper from the production and sales of beer in
Kathmandu.
• Government should consider stabilizing and implementing reasonable tax rates

on alcohol and tobacco products.
• Government should consider create favorable business environment and
opportunities for the existing breweries and future entrepreneurs.
• Traffic personnel and government bodies should stop misusing the Drink
Driving Code and implement a proper measurement of diagnosing the incident
or the culprit.
• Manufacturers and distributors should initiate surveys in and outside
Kathmandu to ascertain the market for lager beer.
• Manufacturers and distributors should initiate surveys in and outside
Kathmandu to ascertain the potential market for newer beer products.
• Manufacturers should consider stabilizing the prices for their beer products.
• Government should offer leeway to manufacturers for initiating proper
Marketing and PR campaigns for beer products.
• Waste management should be the primary concern of the manufacturers
(brewers) for reducing waste and promoting eco-sanitation.
• Adulteration in beer should be monitored and the offense should be
criminalized with severe punishments.
• Initiation of festivals and events for promoting beer and beer products is most
by the pubs and event organizers.
35
Bibliography
 www.atlas.media.mit.edu
 www.chaudharygroup.com
 www.mof.gov.np
 www.ndb.nal.usda.gov
 www.kathmandupost.com
 www.timesofindia.com
 www.ekantipur.com
 www.thehimalayantimes.com
 www.ratebeer.com
 www.beeradvocate.com/beer/101
 www.facebook.com/tuborg.com.np
 www.Numbeo.com
 www.en.wikipedia.org/wiki/Beer
 www.beerassociation.org
 www.himalayanbreweries.com
 www.gorkhabrewery.com
 www.chaudharygroup.com/index.php/our-company/fmcg.html
 New Business Age (Monthly Business Magazine)

 Beer Global Industry Guide, 2007
 Kirin Institute of Food and Lifestyle Report, Vol. 33, Global Beer
Consumption by Country in 2010
 Centraal Brouwerij Kantoor (Dutch Brouwers) –Association of Dutch
breweries
 Nardini, M (2004). "Determination of free and bound phenolic acids in beer."
Food Chemistry 84: 137. doi:10.1016/S0308-8146(03)00257-7
 Beer Global Industry Guide, 2007
 United States Department of Agriculture (USDA)
 Craft Beer Statistics (brewersassociation.org), 2014
36
 Fiscal Budget of Nepal (Ministry of Finance), 2013/2014

 MyRepublica, July 13, 2014
37
Appendix I
List of Beers available in the world along with ABV content
Brewery/Brand Beer ABV (%)

Amstel Light Amstel Light 3.5
Alaskan Brewing Alaskan Amber 5
Alaskan Brewing Alaskan Pale Ale 4.6
Alaskan Brewing Alaskan Stout 5.7
Alaskan Brewing Alaskan ESB 5
Alaskan Brewing Alaskan Smoked Porter 6.1
Alaskan Brewing Alaskan Winter Ale 6.2
Anchor Anchor Steam 4.9
Anchor Liberty Ale 6
Anchor Anchor Porter 5.6
Anchor Old Foghorn 8-10
Anchor Anchor Small 3.3
Anderson Valley Boont Amber 5.8
Anderson Valley Hop Ottin' 7
Anderson Valley Poleeko Gold 5.5
Anderson Valley Belk's ESB 6.8
Anderson Valley Barney Flats Oatmeal 5.7
Anderson Valley Winter Solstice 6.9
Anderson Valley High Rollers Wheat 5.3
Anderson Valley Deep Enders Porter 5.5
Beamish Beamish Stout 3.8
Beck's Beck's 5
Bell's/Kalamazoo Two Hearted Ale 7
Bell's/Kalamazoo Amber Ale 5.5
Bell's/Kalamazoo Pale Ale 5
Bell's/Kalamazoo Kalamazoo Stout 6.5
Bell's/Kalamazoo Oberon 6
Bell's/Kalamazoo Double Cream Stout 7.5
Bell's/Kalamazoo Third Coast Old Ale 10.2
Bell's/Kalamazoo Expedition Stout 10
Bell's/Kalamazoo Best Brown Ale 5.8
Bell's/Kalamazoo Cherry Stout 8
Blue Moon Blue Moon White 5.4
Breckenridge Avalanche Amber 5.4
Breckenridge Autumn Ale 6.7
Breckenridge Pale Ale 5.7
38
Breckenridge Christmas Ale 7.4

Breckenridge Oatmeal Stout 5
Breckenridge Pandora's Bock 5.8
BridgePort IPA 5.5
BridgePort Porter 5.5
BridgePort ESB 6.1
BridgePort Black Strap Stout 6
BridgePort Blue Heron 4.9
BridgePort Pintail Ale 5.2
BridgePort Ebenezer Ale 6.4
BridgePort Old Knucklehead 8.9
Budweiser (U.S) Budweiser 5
Budweiser Bud Light 4.2
Budweiser Bud Ice 5.5
Budweiser Bud Ice Light 4.1
Budweiser Budvar Budvar 5
Busch Busch 4.6
Busch Light Busch Light 4.1
Busch Ice Busch Ice 5.9
Clausthaler Clausthaler 0.4
Colt 45 Colt 45 Malt Liquor 6
Coors Coors Original 5
Coors Coors Light 4.2
Coors Coors Extra Gold 5
Coors Coors NA <0.5
Corona Corona Light 4.5
Corona Corona Extra 4.6
Czechvar Czechvar 5
Deschutes Cascade Ale 4.5
Deschutes Mirror Pond Pale 5.3
Deschutes Bachelor ESB 5
Deschutes Black Butte Porter 5.2
Deschutes Quail Springs IPA 5.8
Deschutes Obsidian Stout 6.7
Deschutes Jubelale 6.7
Deschutes Broken Top Bock 7
Deschutes Pine Mountain Pils 5.1
Deschutes Cinder Cone Red 5.8
Dos Equis Dos Equis XX 4.8
Dragon Stout Dragon Stout 6.8
Edison Light Edison Light 4
Foster's Foster's Lager 5.1
Fuller's Fuller's ESB 5.9
Fuller's Fuller's London Pride 4.7
39
Genesee/High Falls Genesee 12 Horse 4.8

Genesee/High Falls Genny Light 3.6
Genesee/High Falls Kipling Light Lager 3.4
Grolsch Grolsch 5
Gordon Biersch Märzen 5.7
Gordon Biersch Blonde Bock 7
Gordon Biersch Pilsner 5.3
Guinness Guinness Draught 4
Guinness Foreign Extra Stout 7.5
Hamm's Hamm's 4.7
Hamm's Hamm's Light 4.1
Heineken Heineken 5.4
Heineken Heineken Light 3.5
Henry Weinhard's Weinhard's Amber Ale 5.3
Henry Weinhard's Weinhard's Dark 4.8
Henry Weinhard's Weinhard's Hefeweizen 4.9
Henry Weinhard's Private Reserve 4.5
Hoegaarden Hoegaarden 5
I.C. Light I.C. Light 4.2
Icehouse Icehouse 5.0 5
Icehouse Icehouse 5.5 5.5
J.W. Dundee Honey Brown 4.5
Keystone Keystone Light 4.2
Kilarney's Kilarney's Red Lager 5
Killian's Killian's 4.9
Labatt Labatt Blue 5
Lowenbräu Lowenbräu 5.2
Marin Brewing Mt. Tam Pale Ale 5
Marin Brewing Bluebeery Ale 5
Marin Brewing Albion Amber 5
Marin Brewing Marin Weiss 5
Marin Brewing Point Reyes Porter 6
Marin Brewing Breakout Stout 6
Marin Brewing Old Dipsea Barleywine 9
Marin Brewing India Pale Ale 6
McMenamins Hammerhead 5.8
McMenamins Terminator 6.4
McMenamins Ruby 4.1
McMenamins Black Rabbit Porter 5.5
McMenamins Dry Irish Stout 4.6
Michelob Michelob 5
Michelob Michelob Light 4.3
Michelob Michelob Amber Bock 5.2
Michelob Michelob Hefeweizen 5
40
Michelob Michelob Honey Lager 4.9

Michelob Michelob Black & Tan 5
Michelob Michelob Ultra 4.2
Mickey's Mickey's 5.6
Mickey's Mickey's Ice 5.9
Miller Miller Genuine Draft 5
Miller Miller Genuine Draft Lite 4.2
Miller Miller High Life 5.5
Miller Miller Lite 4.2
Moosehead Moosehead 5
Murphy's Murphy's Irish Red 5
Murphy's Murphy's Stout 4
O'Douls O'Douls 0.4
O'Douls O'Douls Amber 0.4
Odell's 90 Shilling 5.3
Odell's Easy Street Wheat 4.7
Odell's Cutthroat Porter 4.5
Odell's Cutthroat Pale Ale 5.1
Odell's Levity 5
Odell's Isolation 6
Odell's Bobby 4.6
Olde English 800 Olde English 800 5.9
Olde English 800 Olde English 800 Ice 7.9
Old Milwaukee Old Milwaukee 5
Pabst Pabst 5
Paulaner Paulaner Original Munich 5.5
Paulaner Salvator 7.5
Paulaner Paulaner Hefe-Weizen 5.5
Pete's Brewing Pete's Wicked Ale 5.3
Pete's Brewing Pete's Oktoberfest 5.8
Pete's Brewing Pete's Summer Brew 4.7
Pete's Brewing Pete's Winter Brew 5.2
Pete's Brewing Pete's Helles Lager 5
Pete's Brewing Pete's Red Rush 5.3
Pete's Brewing Pete's Strawberry Blonde 5
Pilsner Urquell Pilsner Uruqell 4.3
Pittsburgh Brewing I.C. Light 4.1
Pittsburgh Brewing Iron City Lager 4.5
Pyramid Hefeweizen 5.2
Pyramid Coastline Pilsner 5
Pyramid Apricot Ale 5.1
Pyramid India Pale Ale 6.7
Pyramid Pale Ale 5.1
Pyramid Curve Ball Kölsch 4.8
41
Pyramid Broken Rake 6.4

Pyramid Tilted Kilt 6.3
Pyramid Snow Cap Ale 7
Red Dog Red Dog 5
Redhook Redhook ESB 5.8
Redhook Redhook IPA 6.5
Redhook Redhook Blonde Ale 5.4
Redhook Redhook Hefe-weizen 5.2
Redhook Redhook Nut Brown 5.6
Rhinebecker Rhinebecker 5
St. Pauli Girl St. Pauli Girl 4.9
St. Pauli Girl St. Pauli Girl Dark 4.8
St. Pauli Girl St. Pauli Girl N.A. <0.5
Sam Adams Sam Adams Light 4.05
Sam Adams Sam Adams Boston Lager 4.8
Sam Adams Sam Adams Golden Pilsner 4.6
Sam Adams Sam Adams Cream Stout 4.7
Sam Adams Sam Adams Boston Ale 4.9
Sam Adams Sam Adams Cherry Wheat 5.2
Sam Adams Sam Adams Spring Ale 5.2
Sam Adams Sam Adams Summer Ale 5.4
Sam Adams Sam Adams Pale Ale 5.3
Sam Adams Sam Adams Octoberfest 5.7
Sam Adams Sam Adams IPA 5.9
Sam Adams Sam Adams Winter Lager 5.8
Sam Adams Sam Adams Double Bock 8.5
Sam Adams Sam Adams Triple Bock 17.5
Sapporo Sapporo Reserve 5.2
Shiner Shiner Bock 4.4
Shiner Shiner Light 3.9
Sierra Nevada Sierra Nevada Pale Ale 5.7
Sierra Nevada Sierra Nevada Porter 5.7
Sierra Nevada Sierra Nevada Stout 6.4
Sierra Nevada Sierra Nevada Wheat 4.7
Sierra Nevada Sierra Nevada Summerfest 4.9
Sierra Nevada Sierra Nevada Celebration 6.6
Sierra Nevada Sierra Nevada Bigfoot 9.9
Stone Brewing Arrogant Bastard Ale 7.2
Stone Brewing Stone Pale Ale 5.4
Stone Brewing Stone Smoked Porter 5.9
Stone Brewing Stone IPA 6.9
Stone Brewing Ruination IPA 7.7
Stone Brewing Double Bastard Ale 10
Stone Brewing Stone Old Guardian 9.9
42
Tsingtao Tsingtao 4.7

Widmer Widmer Hefeweizen 4.7
Widmer Widmer Pale Ale 5
Widmer Widmer Blonde Ale 4.3
Widmer Widmer Widberry 4.6
Widmer Widmer Sommerbrä 4.8
Widmer Widmer Oktoberfest 5
Widmer Widmer Winternacht 7
Widmer Spring Run IPA 6
Widmer Drop Top Amber Ale 4.9
Yuengling Premium 4.4
Yuengling Light 3.8
Yuengling Ale 5
Yuengling Porter 4.5
Yuengling Lager 4.4
Yuengling Black & Tan 4.5
Yuengling Light Lager 3.6
43
Appendix II
Questionnaires for the Beer Connoisseurs in Kathmandu
Dear Respondent,
Followings are some questions intended for a market research on lager beers available
in Kathmandu. I’d humbly request you to submit your feedback to help us understand
your taste for existing lager beers.
Age:
Sex: Male Female
Occupation: Student Employee Entrepreneur Foreigner
Do you consume lager beer? (Lager beers are the one commonly found in Nepal)
Yes No
1. What is your weekly intake?
Lesser than 750 ml 750 ml – 2ltr Greater than 2ltr
2. What affects your decision for choosing a beer?
Price Brand Taste
3. Where do you mostly drink?
Home Bar/Restaurants Special Events
4. What brand of lager beer do you mostly consume?
5. Are you satisfied with the lager brands available in Kathmandu?
Yes No
6. Who do you mostly drink with?
Family Friends Colleague
44
7. Why do you drink beer?
Fun Socializing To Get Drunk Others
8. According to you, what is a favorable price range the beer manufacturers

should apply to their products?
Rs. 100-150 Rs. 150-250 Rs. 250-350
9. Would you prefer drinking beer over other liquors anytime?
Yes No
10. What time of a year do you mostly prefer drinking beer?
Working Days Holidays/Festivities
11. Should government levy higher taxes on Alcoholic products (including beer)?
Yes No
12. Should manufacturers introduce more international beer brands in Nepal?
Yes No
45

Market Analysis of Lager Beer in Kathmandu

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MARKET ANALYSIS OF LAGER BEER IN KATHMANDU

Nepal Academy of Tourism and Hotel Management (NATHM)

T.U. Registration No: 7-2-371-93-2011

Roll No: 1551/11

A Project Work Submitted to

Office of the Dean

In the partial fulfillment of the requirements for the degree of

This is to certify that the project work report

Ms. Shristi Karki

“Market Analysis of Lager Beer in Kathmandu” has been prepared as

This project report work is forwarded for examination.

Supervisor Head of Department

Name: Surya Kiran Shrestha Name:

I am also indebted to the faculty of Nepal Academy of Tourism and Hotel

The consumption of alcoholic drinks in the households of Kathmandu is a common

The rate of consumption of homemade liquor is hard to acquire, however, the

This study is a market research of lager beers in Kathmandu. In a competitive market

Certificate from Supervisor

1. Chapter I: INTRODUCTION 1-3

2. Chapter II: LITERATURE REVIEW 4-19

3. Chapter III: RESEARCH METHODOLOGY 20-21

4. Chapter IV: DATA PRESENTATION & ANALYISIS 22-32

4.2 Data Analysis

5. CHAPTER V: CONCLUSION & RECOMMENDATION 33-35

4.1.1 Consumption of lager beer in Kathmandu 22

Table 2.1.3 Nutritional Data of a Beer 7

ABV –Alcohol by volume

1.1 Background of the Study

The process of preparing beer is called brewing.

1.1 Statement of the Problem

1.2 Objective of the Study

Some of the major objectives taken into consideration are as follows;

• To determine the current local market size of lager beers.

1.3 Significance of Study

1.4 Importance of Study

1.5 Limitations of Study

a. It is meant for academic purpose.

2.1 Review of Literature

2.1.2 History of Beer

The oldest known commercial brewery is the Weihenstephan Abbey Brewery in

The major ingredients used for brewing are;

2.1.4 Chemical Properties of Beer

Hops contain 8-prenylnaingenin, myrcene, humulene, xanthohumol, isoxanthohumoi,

Tryptophol,tyrosol and phenylethanol are aromatic higher alcohols found in beer as

2.1.5 Nutritional Facts

Table 2.1.5 Nutritional Data of a Beer

One standard can of beer (356 g) may contain:

2.1.6 Classification of Beer

Beer can be broadly classified as;

Most Pale ale may contain 6% to 7% alcohol by volume.

Stout may contain 5% to 10% alcohol by volume.

Brown ale may contain 4% to 6% alcohol by volume.

Lambic: Lambic, originated in Belgium, is produced by spontaneous fermentation

2.1.7 Beer Regions

Table 2.1.7.1 Beer Exports by Nation

S.No. Country Beer Exports (Global Share)

Table 2.1.7.2 Beer Imports by Nation

S.No Country Beer Imports (Global Share)

According to World Health Organization, Germany ranked 2nd in terms of per-capita

2.1.9.1 History of Beer in Nepal

2.1.9.2 History of Beer in Kathmandu

2.1.10 North America

2.1.11 Measurement of Beer