France: AB InBev’s Leffe now owns 10% market share in France

AB InBev’s Leffe brand is celebrating the achievement of a 10% market share by value in France, AC Franchise reports.

The brand managed to grow by 3.5% over the past six years. Two years ago, Leffe entered the ranks of brands which sell more than 1 mln hl in France, which translates into more than 13 glasses of 25 cl consumed every second.

According to analysts, the brand owes its success to the premiumisation strategy implemented on the French market by its owner, the world’s largest brewer AB InBev.

22 October, 2014