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#1 2012-02-27 20:54:22

Elvira Leleka

дз референты 1 курса


The global beer industry
Sell foam like soap
To maintain profit growth, brewers will need keen marketing
May 5th 2011 | COPENHAGEN | from the print edition
Buy it cheap, quaff at home
MASS-MARKET beers taste like soapy water. Or so many real-ale snobs insist. So it is hardly surprising that they are now being marketed like soap powder.
People in rich countries are not drinking enough beer. By volume, sales in 2010 fell by 1.5% in America and 2.3% in western Europe, says Nomura, a Japanese bank. Only “craft” ales from small independent breweries did well, rising by 11% in America. Wealthier drinkers quite like these exclusive brews but have, overall, gone off their beer in favour of wine and spirits.
Until recently big brewers tried to make up for flagging sales in the rich world by pushing into emerging markets. Over the past decade they have bought or merged with local brewers, thereby gaining access to their all-important distribution chains. A $52 billion tie-up in 2008 between Anheuser-Busch, the American brewer of Budweiser, and InBev, a Brazilian-Belgian firm, saved a fortune. Cost-cutting through mergers will have boosted global brewers’ profits by $3 billion over the five years to 2012, estimates Credit Suisse, a bank.

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