Marketing and Globalization of the Brewing Industry

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 (MA 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.