Marketing and Globalization of the Brewing Industry

TY - CHAP

T1 - Marketing and Globalization of the Brewing Industry

AU - Madsen, Erik Strøjer

AU - Wu, Yanqing

PY - 2016/1/1

Y1 - 2016/1/1

N2 - Many analyzes have been made of globalization in the brewing industry that occurred at the start of the 21st century in which mergers and acquisitions (M&A) feature prominently (Euromonitor, 2010; Pedersen et al., 2013). But the motivations of the key players behind globalization in the beer market remain unclear. The largest breweries played the key role in the restructuring of the industry and doubled their share of the world beer market, but seemingly without any short-term payoffs (Madsen et al., 2012). In this chapter we focus on the nature of the product and discuss the methods of distribution and product branding as important explanations why the brewing industry moved from a regional to a global industry.

AB - Many analyzes have been made of globalization in the brewing industry that occurred at the start of the 21st century in which mergers and acquisitions (M&A) feature prominently (Euromonitor, 2010; Pedersen et al., 2013). But the motivations of the key players behind globalization in the beer market remain unclear. The largest breweries played the key role in the restructuring of the industry and doubled their share of the world beer market, but seemingly without any short-term payoffs (Madsen et al., 2012). In this chapter we focus on the nature of the product and discuss the methods of distribution and product branding as important explanations why the brewing industry moved from a regional to a global industry.

UR - https://www.scopus.com/pages/publications/84962099774

U2 - 10.1057/9781137466181_3

DO - 10.1057/9781137466181_3

M3 - Book chapter

SN - 978-1-137-46617-4

SP - 34

EP - 53

BT - Brewing, Beer and Pubs

A2 - Cabras, Ignazio

A2 - Higgins, David

A2 - Preece, David

PB - Palgrave Macmillan

ER -