Branding and consolidation in the global beer market

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The liberalization of trade turned on a wave of cross border M&A after the turn of the century that dramatically increased the concentration of ownership dramatically in the global beer market, where the four largest breweries now serve close to 60% of the market. The chapter looks at the motivation behind these changes in corporate ownership and the pay-off to the breweries and their owners. The breweries spend a large amount of money promoting some of the lager beer as premium beer, and as consumers perceive it as high-quality beer, they are willing to pay a high price premium for the branded beer. We estimate the price premium for branded beer and relate it to the rapid change in the ownership structure of the beer market
OriginalsprogEngelsk
TitelNew developments in the brewing industry : The role of institutions and ownership
RedaktørerErik Strøjer Madsen, Jens Gammelgaard, Bersant Hobdari
Antal sider24
UdgivelsesstedOxford
ForlagOxford Univesity Press
Udgivelsesårmaj 2020
Sider192-215
Kapitel8
ISBN (trykt)978-0-19-885460-9
StatusUdgivet - maj 2020

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