Global Forces and the European Brewing Industry Executive Summary

This case study looks at the brewing Europe industry and it entails how global competition in the industry has seen firms align themselves i.e. through mergers and acquisitions to remain relevant in the industry. In addition, the move is intended to limit the operational costs of firms. The move has seen reliance by brew masters on the global brand names. During the early 21st century, brewing industry in Europe faced an array of challenges that shocked the entire market. The traditional markets that doubled as the body managing the industry globally were lambasting the consumption of alcohol. This resulted in a drop of beer consumption in large markets worldwide i.e. in Germany and UK. However, China was witnessing increased levels of beer consumption and its market was ranked among a dynamic list of countries whose actions made it a celebrated, largest consumer. Because of the aforementioned pressures in the global arena, the brewing industry is reevaluating initial strategies meant to salvage the situation and boost the sales levels. In addition, their new feasibility study is aimed at improving the brands to boost the growth of large firms that are able to move a good volume at a particular moment.

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