Bubble chart of European beer consumption by country in 2015

European Beer Consumption

The Czech Republic has the highest per capita beer consumption of all the European countries at almost 150 liters per year, while Turkey has the lowest at under 15 liters.  Among the largest markets, Poland has experienced the most growth at about 10% between 2010 and 2015.  Most markets, including large ones like Germany and the United Kingdom, saw consumption decline.  Three traditional wine drinking countries,  Italy, Spain and France, saw growth in beer consumption between 2010 and 2015, but are still below the average per capita consumption.  The bubble chart below, based on data from Brewers of Europe, was designed to identify high potential beer markets by combining per capita consumption, market growth, and total market size.  The countries in the upper left quadrant are both high consumers and growing.

Beer consumption in 2015 in each European country. Per capita consumption is compared to growth in consumption to identify high potential markets. Bubble chart captures market size as well. The chart is based on data from Brewers of Europe.

The bubble chart can show three variables for each data point.  The X and Y axes contain measures of market performance.  In this example, they are per capita consumption and market growth.  The bubble size show market size.  In our chart this is liters consumed per year.  Adding quadrant lines allows you to split the market into high and low performers on each performance measure.  The bubbles in the upper right quadrant typically represent the most attractive markets and those in the lower left the least attractive.

In making this chart, I first brought in the data from the Brewers of Europe report.  To move data from a pdf report into Mekko Graphics, I first copied the relevant tables from the pdf into Word.  This preserves the table format.  I then moved the data into Excel, calculated the growth rate, and moved the X, Y, and bubble size data into Mekko Graphics.  I had to make adjustments in the bubble size and the axes minimum and maximum.  I also added the quadrant lines and removed the zero line.  I also had to move the bubble labels to make them more legible.

Here is the chart in SlideShare to download and edit using Mekko Graphics: