Department of Economics and Business Economics

Branding and consolidation in the global beer market

Research output: Contribution to book/anthology/report/proceedingBook chapterResearchpeer-review

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
Original languageEnglish
Title of host publicationNew developments in the brewing industry : The role of institutions and ownership
EditorsErik Strøjer Madsen, Jens Gammelgaard, Bersant Hobdari
Number of pages24
Place of publicationOxford
PublisherOxford University Press
Publication yearMay 2020
ISBN (print)978-0-19-885460-9
Publication statusPublished - May 2020

    Research areas

  • M&A strategy, Globalization, Beer branding, Ownership concentration, Market power, Brewing industry, Trade liberalization, Advertising

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ID: 183267060