The Global Branding of Interbrew and Stella Artois


One of the largest brewers in the world, Interbrew grew rapidly in the 1990s from its home market in Belgium to a global presence in markets around the world. As this essay will demonstrate, Interbrew's global strategy of consolidation and market penetration has been balanced between a respect for local autonomy and beer culture with efforts to adapt the flagship brand of Stella Artois to these cultures.
The global beer industry is highly fragmented, with the four major brewers accounting for only 22 percent of the global beer trade; a number that is strikingly low in comparison to comparable numbers of 78 percent in the soft drink industry, 60 percent in the tobacco industry, and 44 percent in the liquor industry. This market context was the justification for Interbrew's strategy of expanding into markets around the world through a series of acquisitions of brewers in both mature and growth markets (Beamish and Goerzen 3).......

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Title: The Global Branding Of Interbrew And Stella Artois
Approximate Word Count: 1064
Approximate Pages: 5 (250 words per double-spaced page)

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