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Western European Brewing Industry

In: Business and Management

Submitted By mirfath92
Words 6918
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Global forces and the Western European brewing industry
Mike Blee and Richard W h i t t i n g t o n

~" s case • Western •:-petitive 5 zausing i-z -.—.nth closures

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on the European and examines of operating through

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- :~e e a r l y y e a r s of t h e 21st c e n t u r y , E u r o p e a n b r e w e r s ^ : e d a s u r p r i s i n g p a r a d o x . The t r a d i t i o n a l c e n t r e of t h e -=-.-.' i n d u s t r y w o r l d w i d e a n d h o m e to t h e w o r l d ' s l a r g e s t : - = w i n g c o m p a n i e s , E u r o p e , w a s t u r n i n g off b e e r . B e e r : : " s u m p t i o n w a s falling in the largest m a r k e t s of G e r m a n y = r d t h e U n i t e d K i n g d o m , w h i l e b u r g e o n i n g in e m e r g i n g ~ a ~ k e t s a r o u n d t h e w o r l d . In 2008, E u r o p e ' s
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a ~ k e t , G e r m a n y , r a n k e d o n l y 5 t h in t h e w o r l d , b e h i n d

~ • ria, t h e U n i t e d S t a t e s , B r a z i l a n d R u s s i a . C h i n a , w i t h I'—, a n n u a l g r o w t h b e t w e e n 2003 and 2008, h a d b e c o m e " r . a r g e s t s i n g l e m a r k e t by v o l u m e , a l o n e a c c o u n t i n g : - 2 3 % of w o r l d c o n s u m p t i o n [ E u r o m o n i t o r , 2010]. T a b l e 1 d e t a i l s t h e o v e r a l l d e c l i n e of E u r o p e a n b e e r : : - s u m p t i o n . D e c l i n e in t r a d i t i o n a l key m a r k e t s is due to s^.eral factors. Governments are campaigning strongly ; n s t d r u n k e n d r i v i n g , a f f e c t i n g t h e p r o p e n s i t y to d r i n k b e e r in r e s t a u r a n t s , p u b s a n d b a r s .…...

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