Boutique tastes
In an effort to keep their customers satisfied, Australia’s major brewers, Lion Nathan and Carlton & United (a division of the Foster’s Group) have moved into microbrewing. As consumers become accustomed to the availability of a wide array of what in marketing speak is called "unique beverage options", Lion Nathan especially thought it necessary to invest in microbreweries. For one, it allows them to position themselves in the premium segment of the on-premise market. The premium sector represents 9.7 percent of the Australian beer market and is one of the fastest growing segments, with 2003 volume up 13 percent over 2002. For another, gives them a chance to set the benchmarks in this segment too.....
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6 print issues