Where as in North America, beer consumption was around 85 liters per capita, and in Western Europe, it was close to 70 liters; the world average was only around 20 liters and the Asia Pacific consumption was less than 10 liters.
In addition, growing per-capita GDP in Asia fuelled consumption growth, since beer consumption and expenditure in emerging markets were income elastic. Whereas the income elasticity of beer expenditure in developed countries with higher GDP was only 0.4, for emerging markets it was 1.35, indicating that a 1 percent increase in GDP per capita would lead to a 1.35 percent increase in beer expenditure.