So now it’s Italy. Having almost “rolled up” the U.S. craft beer industry, AB-InBev has turned its attention to Italy, where it clinched a deal with Birra del Borgo, one of the most well-known craft breweries in Italy. The transaction was confirmed by AB-InBev on 22 April 2016. No financial details were disclosed.

Seemingly undeterred by the protracted takeover, SABMiller on 21 April 2016 reported it suffered a drop in group Net Producer Revenue (NPR) in its recently-ended financial year, but achieved growth in beverage volume sales. Like other brewers, SABMiller was once again hit by unfavourable foreign exchange rates.

If international media coverage is an indication, the German Reinheitsgebot for beer (the so-called purity law) has lost its relevance to consumers around the world – assuming that it ever had one. Especially in the U.S., reports on the celebrations to mark its 500th anniversary were scarce and few in between, the reason being that the U.S., thanks to the craft brewers, has managed to establish a beer culture so vibrant and innovative that it can put Germany to shame.

Guerrilla marketing, or what? To celebrate the 500th anniversary of the often misinterpreted Reinheitsgebot, the Californian craft brewer Stone opened the summer season in Berlin with a series of "rebellious" beers, which were brewed using more unconventional ingredients.

Let’s hope the Japanese know what they are doing. On 19 April 2016 AB-InBev said it has accepted an offer from Japan’s brewer Asahi for the European beer brands Peroni and Grolsch. Terms of the deal were not released, but AB-InBev in February said Asahi had offered EUR 2.55 billion (USD 2.8 billion) for the brands.

What’s it about 2020? That year AB-InBev hopes to generate revenue of USD 100 billion. Readers will remember Coca-Cola’s ambitious Vision 2020, unveiled in 2009, which called for the revenue generated by the company and its bottlers to double to roughly USD 200 billion by 2020. For several years, Coke’s own revenue has declined and it’s more than doubtful that Coke will ever achieve this target.

Craft beers or rather beers from microbreweries are becoming increasingly popular in France. This phenomenon has come to the attention of France’s two major brewers, Heineken and Kronenbourg (owned by Carlsberg), which enjoy market shares of 30 percent and 29 percent respectively. AB-InBev has about 10 percent of the market through imports only.

Imitate or innovate? In an attempt to bring more customers through its bar doors, the Scottish punk brewer BrewDog has bought a 33 percent stake in the Edinburgh company Third Wave Coffee, UK media reported on 6 April 2016.

When did we last hear of beer being reassuringly expensive? It was actually Stella Artois’ advertising slogan in the UK from 1982 until 2007. During 2007, the “reassuringly expensive” slogan was dropped by AB-InBev, possibly as a reaction to the lager’s perceived connection with lager louts and binge-drinking, which gave it the nickname "wife beater".

Seems like tax avoidance is becoming something of an issue in Belgium. Following the Panama Papers scandal, which broke on 3 April 2016, Belgian media reported that the names of 732 Belgians were found on financial documents which have leaked from the Panamanian law firm Mossack Fonseca.