Breweries face a difficult choice
Austria’s brewing industry faces a difficult decision in years to come: Either going for internationalisation or focussing on regional markets. A recent study on the "Future of the Austrian Brewing Industr"” by Contrast Management Consulting indicates that room to manoeuvre in the narrow mid-range sector where national players such as Ottakringer and Stiegl are also active is getting very limited.
The authors of the study also no longer exclude the possibility of a foreign group entering the scene. Foreign brewers are not a factor in the Austrian market yet, the study reports. It may be expected in the medium-term that foreign breweries will become increasingly active in Austria: Either by higher exports, mainly from the East, or by acquiring domestic breweries.5%.e.
Select offer and read on
6 print issues