Transcript Beer!?

Shaping a Beer Friendly
EU Business Environment
Pierre-Olivier Bergeron
Secretary General, The Brewers of Europe
Croatian Chamber of Economy – Enterprise Europe Network Croatia
1
The Westin Zagreb
19 April, 2011
Outline









A European Federation
“Brussels”
Beer!?
Challenges
Opportunities
Governance
Strategic Profile
Regulators and Endorsers
Case Study: Alcohol Policy
2
(c) The Brewers of Europe 2011
A European Federation
 Founded in 1958
 27 National Associations
 EBC as technological arm
 Member of the C.I.A.A.
3
(c) The Brewers of Europe 2011
“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
4
 “Village” MEDIA
 Think Tanks & other platforms
(c) The Brewers of Europe 2011
Beer!?













5
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
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?
6
(c) The Brewers of Europe 2011
Opportunities
 Reputational
 Vicinity
 Lifestyle, diet
 Regulatory
 Maintain licence to brew
 Maintain licence to market
7
(c) The Brewers of Europe 2011
Governance
National
Associations
General Assembly
Board
Brewing companies
President + 4 MB *+ 4 NMB**
Secretaries
General
Committee
National
Associations
Executive Committee
President + 1 VP + 4 MB + 5 SG***
EBC
8
Executive
Committee
National
Associations
Brewing companies
Issue Management
Teams / Working Groups
*
Major Brewers
** Non major Brewers
*** Secretaries general
Strategic Profile
9
(c) The Brewers of Europe 2011
Strategic Domains
10
(c) The Brewers of Europe 2011
Strategic Pillars
11
(c) The Brewers of Europe 2011
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.”
12
Ms Marianne Thyssen MEP
President of the European Parliament Beer Club
13 October 2009
(c) The Brewers of Europe 2011
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
13
(c) The Brewers of Europe 2011
COUNCIL
CONCLUSIONS
EU “Alcohol Strategy”
Process 2001-2006
calling for a
Community strategy
(2001 and 2004)
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)
INTERSERVICE
CONSULTATION
Jul-Aug 2006 Duration can vary:
min 2 weeks)
BACK TO
DG SANCO
HEALTH
COUNCIL
June; MS
Sharing of
views
REVISED
DRAFT
IMPACT ASSESSMENT
First 3 Inter-DG Steering
Group meetings
STAKEHOLDER
CONSULTATIONS
(Alcohol & Health
WG; Other
stakeholders; IntraSANCO)
HEADS OF
CABINET
COMMUNICATION OF THE EUROPEAN COMMISSION
TO THE COUNCIL, THE EUROPEAN PARLIAMENT,
14
Committee of the Regions and Economic & Social Committee
14
IMPACT
ASSESSMENTS
(Steering Group
meetings; Anderson
Report; RAND Report)
COLLEGE OF
COMMISSIONERS
(October 06)
Outreach Tools
15
(c) The Brewers of Europe 2011
16
EU
EU
Institutions
legislation
MEPs
National
associations
The Brewers of Europe secretariat
National Associations ARE KEY!!!
MPs
International
National
authorities
organisations
(e.g. WHO)
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
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”
17
Committing to stepping up action
EU level
Self-regulation
presently
endorsed but we
need to keep
demonstrating
effectiveness
across the EU.
18
7
OS
Member States
Self-regulation
regularly
challenged.
Regulating is
« easier ». Need
to demonstrate
effectiveness.
Thank you
19
(c) The Brewers of Europe 2011