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Shaping a Beer FriendlyEU Business Environment

Pierre-Olivier BergeronSecretary General, The Brewers of Europe

Croatian Chamber of Economy – Enterprise Europe Network Croatia

The Westin Zagreb19 April, 2011

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Outline

A European Federation “Brussels” Beer!? Challenges Opportunities Governance Strategic Profile Regulators and Endorsers Case Study: Alcohol

Policy

(c) The Brewers of Europe 2011

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A European Federation

Founded in 1958

27 National Associations

EBC as technological arm

Member of the C.I.A.A.

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“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

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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.

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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?

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Opportunities

Reputational Vicinity Lifestyle, diet

Regulatory Maintain licence to brew Maintain licence to market

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General Assembly

Executive CommitteePresident + 1 VP + 4 MB + 5 SG***

Secretaries General Committee

EBCExecutive Committee

Issue ManagementTeams / Working Groups

National Associations

Brewing companies

National Associations

BoardPresident + 4 MB *+ 4 NMB**

Brewing companies

National Associations

* Major Brewers** Non major Brewers*** Secretaries general

Governance

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Strategic Profile

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Strategic Domains

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Strategic Pillars

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Regulators can be Endorsers

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Ms Marianne Thyssen MEPPresident of the European Parliament Beer Club

13 October 2009

“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.”

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Regulators can be Endorsers

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Mr Herman Van RompuyPresident of the European Council

12 October 2010

“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.”

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EU “Alcohol Strategy”

Process 2001-2006

COUNCIL CONCLUSIONS 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

REVISED DRAFT

HEADS OF CABINET

COLLEGE OFCOMMISSIONERS(October 06)

COMMUNICATION OF THE EUROPEAN COMMISSION TO THE COUNCIL, THE EUROPEAN PARLIAMENT, Committee of the Regions and Economic & Social Committee

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

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Outreach Tools

(c) The Brewers of Europe 2011

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National Associations ARE KEY!!!

MEPs

MPs

National authorities

EU

legislation

International

organisations

(e.g. WHO)

The

Bre

wer

s of

Eur

ope

secr

etar

iat

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

EU

Institutions

Nat

iona

l as

soci

atio

ns

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

Follow-up 2007-2012

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Committing to stepping up action

7OS

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Thank you

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