By I. Cabras, D. Higgins, D. Preece
The construction of beer at the present time happens inside a bifurcated commercial constitution. There exists a small variety of huge, international conglomerates providing large volumes of a restricted variety of beers, and a plethora of small and medium breweries generating a various variety of beers offered below targeted manufacturers. Brewing, Beer and Pubs addresses a variety of modern matters and demanding situations during this key area of the worldwide financial system, and contains contributions by means of study experts from quite a few nations and disciplines. This e-book comprises the promoting and globalization of the brewing undefined, beer excise tasks and industry focus, and reflections upon advancements in brewing and beer intake internationally on the way to discover the wide-reaching impression of this undefined. along those worldwide subject matters extra localised subject matters are provided akin to industry integration within the chinese language beer and wine markets, beer and brewing in Africa and South the USA, and turbulence and alter within the united kingdom public condo undefined, which display how the intake of beer in pubs and different social environments make the beer imperative to neighborhood groups and areas world wide.
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Extra info for Brewing, Beer and Pubs: A Global Perspective
2007. Folate in beer. Journal of the Institute of Brewing 113: 243–248 Poelmans, E. , 2011. A brief economic history of beer. In J. ) The Economics of Beer. R. 2008. Beer in Health and Disease Prevention. Burlington: Academic Press Pratten, J. 2007. The development of the modern UK public house – Part 1: The traditional British public house of the twentieth century. International Journal of Contemporary Hospitality Management 19(4): 335–342 Preece, D. 2008. Change and continuity in UK public house retailing.
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The objective of this chapter is to analyze the importance of product branding and advertising in the global brewing industry. The next section focuses on the high costs of beer distribution and how these costs create a natural barrier to international trade that encouraged M&A as a strategy for globalization. Section 3 addresses advertising behaviour in the brewing industry, the large price premium of high-value beers and explores economies of scale in global marketing. , this volume). Section 5 discusses some motives behind the globalization of the beer industry, and the last section presents conclusions.