Shaping a Beer Friendly EU Business Environment Pierre-Olivier Bergeron Secretary General, The Brewers of Europe

1. Shaping a Beer FriendlyEU Business EnvironmentPierre-Olivier BergeronSecretary General, The Brewers of Europe Croatian Chamber of Economy – Enterprise Europe Network Croatia The Westin Zagreb 19 April, 2011

2. Outline • A European Federation • “Brussels” • Beer!? • Challenges • Opportunities • Governance • Strategic Profile • Regulators and Endorsers • Case Study: Alcohol Policy (c) The Brewers of Europe 2011

3. A European Federation • Founded in 1958 • 27 National Associations • EBC as technological arm • Member of the C.I.A.A. (c) The Brewers of Europe 2011

4. “Brussels”: a snapshot • Institutional set up “at large” • The triangle • CoR, EESC! • Pan-sectorial organisations • e.g. CIAA • Sister organisations • CEEV, COPA-COGECA, CEPS-EFRD, AICV • Value chain (value chain) • Euromalt, HOTREC, Eurocommerce • NGOs • Friendly: e.g. ETSC • Not-so-friendly: e.g. EUROCARE, EPHA • “Village” MEDIA • Think Tanks & other platforms (c) The Brewers of Europe 2011

5. Beer!? • A beverage with a vast history • Water, cereals, hops, yeast • Brewed everywhere across Europe • 386 million hl production • 30 to 160 l per capita consumption • 4000 breweries • 4 majors with EU HQ • Myriads of SMEs • 2.1 million indirect employment • 25% world production • 51 billion € taxes • 0.43% EU GDP • Touching upon regulatory issues incl.: food law, enterprise, agriculture, (public) health, consumers, transport, environment, trade, taxation, customs, information society, competition etc. (c) The Brewers of Europe 2011

6. Challenges • Regulatory • EU law is prolix • Impact on licence to brew • Impact on licence to market beer • Reputational • Europe’s convivial drink versus: • A risk product? (c) The Brewers of Europe 2011

7. Opportunities • Reputational • Vicinity • Lifestyle, diet • Regulatory • Maintain licence to brew • Maintain licence to market (c) The Brewers of Europe 2011

8. Governance General Assembly National Associations Board President + 4 MB *+ 4 NMB** Brewing companies Secretaries General Committee National Associations Executive Committee President + 1 VP + 4 MB + 5 SG*** EBC Executive Committee Issue Management Teams / Working Groups National Associations Brewing companies * Major Brewers ** Non major Brewers *** Secretaries general

9. Strategic Profile (c) The Brewers of Europe 2011

10. Strategic Domains (c) The Brewers of Europe 2011

11. Strategic Pillars (c) The Brewers of Europe 2011

12. Regulators can be Endorsers “Few of us realise the economic consequences of Europe’s brewing sector. The production and selling of beer secures millions of jobs, many sport events wouldn’t even be possible without the sponsoring of the beer sector, and the sector contributes billions annually in taxes to European governments.” Ms Marianne Thyssen MEP President of the European Parliament Beer Club 13 October 2009 (c) The Brewers of Europe 2011

13. Regulators can be Endorsers “Beer and beer producers are important for Europe. They are cultural ambassadors for Europe, they deliver a major contribution to the economy. They strengthen social cohesion, in a responsible way. Europe fully recognizes these values. The EU wants to create the right climate to help you meet the challenges you face such as the effects of the economic downturn.” Mr Herman Van Rompuy President of the European Council 12 October 2010 (c) The Brewers of Europe 2011

14. COUNCIL CONCLUSIONS calling for a Community strategy (2001 and 2004) EU “Alcohol Strategy”Process 2001-2006 DG SANCO INFORMAL DRAFT DISCUSSION PAPER on the EU Strategy on Alcohol (1st version July 2004, second version March 2005) STAKEHOLDER CONSULTATIONS Alcohol & Health Working Group, Stakeholders, EPC Roundtables, meetings re Anderson report (2004, 2005) IMPACT ASSESSMENT First 3 Inter-DG Steering Group meetings IMPACT ASSESSMENTS (Steering Group meetings; Anderson Report; RAND Report) STAKEHOLDER CONSULTATIONS (Alcohol & Health WG; Other stakeholders; Intra-SANCO) HEALTH COUNCIL June; MS Sharing of views INTERSERVICE CONSULTATION Jul-Aug 2006 - Duration can vary: min 2 weeks) COLLEGE OF COMMISSIONERS (October 06) BACK TO DG SANCO REVISED DRAFT HEADS OF CABINET COMMUNICATION OF THE EUROPEAN COMMISSION TO THE COUNCIL, THE EUROPEAN PARLIAMENT, Committee of the Regions and Economic & Social Committee

15. Outreach Tools (c) The Brewers of Europe 2011

16. EU Institutions National Associations ARE KEY!!! EU legislation MEPs MPs The Brewers of Europe secretariat National associations International organisations (e.g. WHO) National authorities Direct Participation of national associations in meetings Indirect Information or participation where appropriate Direct Participation of The Brewers of Europe in meetings Indirect Tools and information to national associations

17. Follow-up 2007-2012 • An opportunity to sit at the table rather than be on the menu • Good practice sharing • Multistakeholder approach • “Co-operative voluntarism”

18. Committing to stepping up action 7 OS

19. Thank you (c) The Brewers of Europe 2011