The future of the brewing industryOn the eve of the new Millennium: ideas and reflections by members of the international brewing scene
What will the future bring for the brewing industry? Which way will the industry be heading - towards the valley of tears, to its Waterloo in the doldrums? Or will it be towards the rainbow’s end, the happy land, the light at the end of the tunnel? With the year 2000 looming large, we decided to use the opportunity for an assessment and asked members of the international brewing industry to share their thoughts and ideas with us. The statements which we received and which are collected here represent a wide range of subjects and opinions. Some focus on specific markets or on technical issues, others on marketing or general issues. As was to be expected, some are more optimistic, others more critical. However, all are sincerely concerned for the future of the brewing industry and its people, be they on the production side or the consumption side in the general scheme of things. That is why we would like to thank our respondents for their courage and willingness to voice their opinions in these highly competitive times of ours. We also note with great regret that distinguished Professor Masschelein passed away after submitting his statement. We are grateful to be able to publish his valued contribution here.
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