The German beverage industry in the national and international environment
On May 15, 2000, the German newspaper, "Frankfurter Allgemeine" published a much noted article concerned with the German brewing industry and written by Prof. Dr. Wolfgang Lück and Dr. Axel Th. Schulte, his assistant at that time. The title was "The German brewing industry needs strong foreign business".The last paragraph of this well-informed article summarised accurately: "The often cited statement "Beer needs homeland" fits with this turn of mind and allows the conclusion to be drawn that the German brewing industry is not only suffering a sales and structure crisis, but also a crisis of meaning. In particular, I have focussed on the most important beer markets in the world, namely North America, Brasil and China. During this time, the image of German beer has gone downhill rapidly.e.
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