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Europe/Russia
Coins in a white begging cup on the floor (Photo by Nick Fewings on Unsplash)

Ireland | The maker of Magners and Bulmers cider, the Irish C&C Group, unveiled plans to tap shareholders for cash, as it swung to an annual loss because of the pandemic.

Europe/Russia
Sign Goodbye friends (Photo by Jan Tinneberg on Unsplash)

Europe | There is only so much you can say when the CEO of AB-InBev steps down after 17 years. And it seems Heineken said much of it in February 2020, when its CEO Jean-Francois van Boxmeer announced his departure after 15 years at the helm.

Europe/Russia
Finance section in a newspaper (Photo by Annie Spratt on Unsplash)

United Kingdom | The world’s major drinks company, Diageo, is sitting on GBP 9 billion (USD 12.8 billion) of cash. How best to spend it? According to Ivan Menezes, Diageo’s long-serving CEO, it is on Diageo’s shares.

Europe/Russia
Water droplets (Photo by Filip Havlik on Unsplash)

Belgium | They have been a long time in coming and the covid pandemic certainly delayed rollout plans, but finally hard seltzers, which are an alcoholic drink containing sparkling water and fruit flavour, are hitting Europe’s shelves.

Europe/Russia
Soda bottles (Photo by Patric Carr on Unsplash)

Belgium | For a decade the Trappist monks of Notre-Dame de Saint-Remy in Rochefort, southern Belgium, have been fighting with a quarry owner over the purity of the local spring water.

Europe/Russia
Café (Photo by Alex Vasey on Unsplash)

Belgium | The long wait is over. On 8 May 2021, bars and restaurants reopened their outdoor terraces. The reopening was a relief for beer drinkers, bar owners and brewers, after the on-premise was ordered shut in October 2020.

Europe/Russia
People in front of a Lidl supermarket (Photo by K Mitch Hodge on Unsplash)

Ireland | More trouble brewing on the island of Ireland. The Republic is reportedly planning to introduce Minimum Unit Pricing (MUP) for alcohol before the North. This could result in beer being up to twice as expensive in the Republic than in Northern Ireland. Guess what will happen? Irish retailers will cry into their beers while smugglers will laugh up their sleeves.

Europe/Russia
Two bottles of Budweiser (Photo by Linus Mimietz on Unsplash)

Belgium | The rumour mongers were right: Carlos Brito, who built AB-InBev into the world’s major brewer, will step down as CEO in July as the firm shifts its focus from acquisitions to organic growth. The Financial Times newspaper was the first to spread this rumour in September 2020.

Europe/Russia
Deco pebbles (Photo by Third Serving on Unsplash)

The Netherlands | With a nod to Earth Day activists, on 22 April 2021, Dutch brewer Heineken announced that it aims for all of its production sites to become carbon neutral, maximising renewable energy and energy efficiency. As part of its EverGreen campaign, the company will cut its overall emissions by 30 percent by 2030.

Europe/Russia
Trojan Buck (Photo: Birra Peroni)

Italy | Since 22 April 2021, a gigantic wooden goat dominates Milan’s modern Piazza Gae Aulenti. It is impossible not to see it, considering it stands 14 metres tall. Few people will be aware that the statue, which actually looks like a Trojan Horse, albeit with horns, has been embroiled in a billboard battle between AB-InBev and Asahi.

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110 VLB October Convention
Date 12 Oct 2026 - 13 Oct 2026
BrauBeviale
10 Nov 2026 - 12 Nov 2026
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