The Plot to Destroy America’s Beer

Posted by & filed under Part 1 Business in a Global Environment, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management, Part 6 Managing Financial Resources.

Description:  Brian Rinfret likes imported beer from Germany. He sometimes buys Spaten. He enjoys an occasional Bitburger. When he was 25 years old, he discovered Beck’s, a pilsner brewed in the city of Bremen in accordance with the Reinheitsgebot, the German Purity Law of 1516. It said so right on the label. After that, Rinfret was hooked.

Source: Businessweek.com

Date: Oct 25, 2012

Link:  http://www.businessweek.com/articles/2012-10-25/the-plot-to-destroy-americas-beer#r=hp-lst

Questions for Discussions:

  • Describe the global beer industry today.
  • How has national branding shifted to global branding?
  • What are the other industry trends today?

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