Why worry about economic troubles in the eurozone? In 2011 the Americas, that’s mainly the U.S., Canada and Brazil, contributed a staggering 94 percent to AB-InBev’s profits in 2011 (as measured in EBIT). The world’s largest brewer AB-InBev reported on 8 March 20111 that last year it benefited from higher demand and higher prices in Latin America. This way it more than compensated the decline in sales in the U.S. and sluggish volumes in western Europe. Sales rose almost five percent to USD 39 billion (EUR 29.6 billion). AB-InBev actually sold less beer last year than in 2010, but charged more for it and grew its premium brands. It also cut sales, distribution and administration costs.

How did AB-InBev manage to raise its beer sales in Germany by 5.2 percent in 2011 while the overall beer market declined by almost 1 percent? Obviously by heavy discounting. According to estimates by GfK, a market research firm, Germany’s national pils brands, Beck’s among them, sold over two thirds of their volume on promotion last year. That’s usually at a price below EUR 10 for 10 litres or at a 30 percent discount.

The rumour mill is spinning wildly. According to gossip mongers, the Japanese brewer Asahi is only days away from buying eastern European brewer StarBev in a deal likely to fetch up to USD 3 billion. If Asahi finally manages to clinch a deal, it will be a true indication of how desperate the Japanese alcohol producers are to grow overseas sales.

They have had Sam Adams contract-brewed in the U.S. for decades, so why not have it produced under licence abroad? In February 2012, U.S. craft brewer Boston Beer said that Kent-based Shepherd Neame will now be producing the beer after having previously served as their importer into the UK.

Italy, the eurozone’s third-largest economy is in recession and prime minister Mario Monti predicted worse to come. What do brewers do in times of economic crisis? Change executives. Roberto Jarrín, 46, is the new CEO of Birra Peroni, the Italian subsidiary of SABMiller Group.

Brewers in Russia can expect another two years of disruption as the beer market adjusts to recent sales restrictions, Fitch Ratings agency reported in early February 2012. Wouldn’t Carlsberg know? The world’s number four brewer has long been looking for a way to reverse the steady decline in sales from its Russian market, which has been hit by a combination of spiralling taxes designed to curb alcoholism and intense competition.

Reporting season may be upon us, but who can really work up an interest in Big Beer’s profits going up or down while colourful Czech politicians are busy writing yet another cliff-hanger in the never-ending Budweiser saga?

Carlsberg on 20 February 2012 announced that it will spend up to DKK 4.4 billion (USD 785 million) to buy the rest of Baltika’s shares which it does not own already to swing its ailing Russian business back to growth. Currently, Carlsberg holds an 85 percent stake in Russia’s Baltika brewery. Carlsberg will then delist the company.

They have been saying this for years. That they are seeking growth in Asia through acquisitions to offset sluggish business in Europe. But repeating this strategy over and over again does not make it any more real. Where are the acquisitions that could get Carlsberg out of its current fix?

"Russia is a very difficult market. ... I am not so sure about the growth potential of the next year, which might be minute or slightly decreasing", Heineken CEO Jean-François van Boxmeer said on 15 February 2012, when commenting on the brewer’s 2011 full year figures. And true: central and eastern Europe was the only market where Heineken saw revenue growth of 5 percent yet profits drop 7.2 percent (EBIT).