Beer has been consumed across the globe for centuries and was the drink of choice in many ancient societies. Today it is the most important alcoholic drink worldwide, in terms of volume and value. The largest brewing companies have developed into global multinationals, and the beer market has enjoyed strong growth in emerging economies, but there has been a substantial decline of beer consumption in traditional markets and a shift to new products. There is close interaction between governments and markets in the beer industry. For centuries, taxes on beer or its raw materials have been a major source of tax revenue and governments have regulated the beer industry for reasons related to quality, health, and competition. This book is the first economic analysis of the beer market and brewing industry. The introduction provides an economic history of beer, from monasteries in the early Middle Ages to the recent 'microbrewery movement', whilst other chapters consider whether people drink more beer during recessions, the effect of television on local breweries, and what makes a country a 'beer drinking' nation. It comprises a comprehensive and unique set of economic research and analysis on the economics of beer and brewing and covers economic history and development, supply and demand, trade and investment, geography and scale economies, technology and innovation, health and nutrition, quantity and quality, industrial organization and competition, taxation and regulation, and regional beer market developments.

This book investigates the birth and evolution of craft breweries around the world. Microbrewery, brewpub, artisanal brewery, henceforth craft brewery, are terms referred to a new kind of production in the brewing industry contraposed to the mass production of beer, which has started and diffused in almost all industrialized countries in the last decades. This project provides an explanation of the entrepreneurial dynamics behind these new firms from an economic perspective. The product standardization of large producers, the emergence of a new more sophisticated demand and set of consumers, the effect of contagion, and technology aspects are analyzed as the main determinants behind this ‘revolution’. The worldwide perspective makes the project distinctive, presenting cases from many relevant countries, including the USA, Australia, Japan, China, UK, Belgium, Italy and many other EU countries.

ÔThis book describes a number of different empirical studies and evaluations of the international brewery industry. This industry has recently undergone two climactic changes within a ten to fifteen year time period. These are a significant industry-wide consolidation of firms and market shares accompanied by the internationalization of what was previously a largely local industry. Understanding the drivers and implications of such abrupt and massive change in the competitive environment of an industry is of great interest to international and strategic management scholars. Most of the bookÕs chapters address this issue, some at the global industry level, some at a regional level, and some at the level of a specific country. Taken together, they comprise an insightful case study of an interesting industry at its most interesting point in time.Õ Ð William G. Egelhoff, Fordham University, US ÔThe individual contributions in this volume paint a varied and rich picture of strategies and rivalries, the role of environments and institutions, leadership and also customer approaches in both global and local brewery industry. Some of the analysed phenomena are more standard to an IB audience, like consolidation, technological development, and shifts in global markets, but they get a specific flavor and color through this industry focus, while other topics definitely seem more specific (like ÒBierstrasseÓ on Mallorca). For readers with good taste.Õ Ð Rian Drogendijk, Uppsala University, Sweden This unique book explores some of the key topics of international business through the context of a global industry, focusing on the challenges brewery companies face as they operate in globalized markets. It examines the strategies of individual firms to develop markets and explores new insights into recent company rivalries, both globally and locally. In addition, it offers detailed analysis of some of the major players in the industry through longitudinal studies. Drawing on a range of perspectives, the contributing authors explore six overarching themes: international market developments and firm performance; host country institutional effects; multi-point competition and rivalries; cross-border M&A integration and subsidiary development; leadership and internationalization; and boundless customer interfaces through such elements as social media and tourism. The Global Brewery Industry will prove insightful for scholars across international business, as well as providing an appealing case study for advanced students. It will be invaluable to those investigating the brewery sector specifically, or working with brewing firms.

Seminar paper from the year 2003 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3 (A), University of Brighton (Economics), course: Strategic Management, language: English, abstract: 1 Industry Definition2 For the purpose of this business report the global brewing industry is defined as the group of those companies, that are producing beer and operate on a national or a global scale. For diversified companies the report focuses on the beer brewing activities of those respective firms. 2 The Industry's Current Position3 As already predicted by Stewart Gilliland4 of Whitbread PLC as well as many other industry experts, during the last two years crucial developments have taken place. First, in terms of industry concentration and global expansion of dominant players. Second in terms of consumer taste and behaviour which again had an impact on company's strategies and product portfolios. 2.1 The Markets The industry's main markets are Western Europe, Eastern Europe, America including North- and South America, Africa and Asia including China and India. In each of those regions the industry is in a completely different stage of the industry lifecycle.5 Moreover population and per capita consumption indicate growth opportunities and hence potential attractiveness of the respective markets.6 (See: Appendix A and B) [...] 2 "If industries are defined by competitive relationships among firms (...)" Grant, Robert M. (1998), Contemporary Strategic Analysis, p. 85 3 For the purpose of this report the "position of an industry" is defined as the stage of the industry within the industry life cycle. 4 "The beer market will change more in the next 5 years than it has in the last 15.", Stewart Gilliland, Sales & Marketing Director of Whitbread PLC (today part of the Interbrew group), quoted by The Grocer, 6ht May 2000, in Key Note on "Premium Lagers, Beers & Ciders", Market Report Plus 2000 5 Heineken, Annual Report 2001, Report of the Executive Board, p. 15 6 Saul Klein (2000), "South African Breweries: Achieving Growth in the Global Beer Market", ECCH-Collection, p. 6

The production of beer today occurs within a bifurcated industrial structure. There exists a small number of large, global conglomerates supplying huge volumes of a limited range of beers, and a plethora of small and medium breweries producing a diverse range of beers sold under unique brands. Brewing, Beer and Pubs addresses a range of contemporary issues and challenges in this key sector of the global economy, and includes contributions by research specialists from a variety of countries and disciplines. This book includes the marketing and globalization of the brewing industry, beer excise duties and market concentration, and reflections upon developments in brewing and beer consumption across the world in order to explore the wide-reaching influence of this industry. Alongside these global topics more localised themes are presented such as market integration in the Chinese beer and wine markets, beer and brewing in Africa and South America, and turbulence and change in the UK public house industry, which demonstrate how the consumption of beer in pubs and other social environments make the beer industry integral to local communities and regions worldwide.

Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes. While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy. Investigates contemporary managerial and marketing dynamics in the beer sector Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries Includes case studies that provide the reader with real-life examples on how to apply concepts discussed Offers a global, cross-cultural perspective on the beer sector in different countries and continents

From prompting a transition from hunter-gatherer to an agrarian lifestyle in ancient Mesopotamia to bankrolling Britain's imperialist conquests, strategic taxation and the regulation of beer has played a pivotal role throughout history. Beeronomics: How Beer Explains the World tells these stories, and many others, whilst also exploring the key innovations that propelled the industrialization and consolidation of the beer market. At the same time when mega-mergers in the brewing industry are creating huge transnationals selling their beer across the globe, the craft beer movement in America and Europe has brought the rich history of ancient brewing techniques to the forefront in recent years. But less talked about is the economic influence of this beverage on the world and the myriad ways it has shaped the course of history. Beeronomics covers world history through the lens of beer, exploring the common role that beer taxation has played throughout and providing context for recognizable brands and consumer trends and tastes. Beeronomics examines key developments that have moved the brewing industry forward. Its most ubiquitous ingredient, hops, was used by the Hanseatic League to establish the export dominance of Hamburg and Bremen in the sixteenth century. During the late nineteenth century, bottom-fermentation led to the spread of industrial lager beer. Industrial innovations in bottling, refrigeration, and TV advertising paved the way for the consolidation and market dominance of major macrobreweries like Anheuser Busch in America and Artois Brewery in Belgium during the twentieth century. We're now in the era of global integration-- one multinational AB InBev, claims 46% of all beer profits-- but there's a counterrevolution afoot of small, independent craft breweries in both America, Belgium and around the world. Beeronomics surveys these trends, giving context to why you see which brands and styles on shelves at your local supermarket or on tap at the nearby pub.