Interesting discussion the one generated around the bid made by InBev to take over Anheuser Busch. As a liberal I won't dare questioning their right to do so, and I would absolutely reject any attempts to try to stop it by law. But I do wonder if it is a market-sensible move.
I'm not an expert in marketing, by during my stay at Cambridge we had the opportunity to analyze the beer market (thank you Cobra!), and one of the things that really surprised me was to discover that one of the last refuges of strong national identity seems to be based in beers. Everyone has a lovemark in this market, and it usually is absolutely connected with its country of origin. I mean, while most people will stand for a beer from its own country, even those globalised minds that would rather have a different one will immediately make a strong connection with the origin of the one they like. Me? Bring me a Belgian Trappist beer. There you have some beer!.
So the question is: what would happen to Budweiser if for some reason it loses its American appeal? Would that change the way people relate to it? I don't know. In the short run I don't think so... At least I'm not willing to start drinking Bud once it becomes Belgian... but in the long run I wonder if they will be able to preserve their identity... and as for beers, that is key!
I'm not an expert in marketing, by during my stay at Cambridge we had the opportunity to analyze the beer market (thank you Cobra!), and one of the things that really surprised me was to discover that one of the last refuges of strong national identity seems to be based in beers. Everyone has a lovemark in this market, and it usually is absolutely connected with its country of origin. I mean, while most people will stand for a beer from its own country, even those globalised minds that would rather have a different one will immediately make a strong connection with the origin of the one they like. Me? Bring me a Belgian Trappist beer. There you have some beer!.
So the question is: what would happen to Budweiser if for some reason it loses its American appeal? Would that change the way people relate to it? I don't know. In the short run I don't think so... At least I'm not willing to start drinking Bud once it becomes Belgian... but in the long run I wonder if they will be able to preserve their identity... and as for beers, that is key!
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