Beer is a fashion statement
If only building a global beer brand was a “3v” affair, Budweiser would be the King of Beers. “Veni vidi vici”, or marketing according to Julius Caesar, is like a military campaign. You go in, pick a fight, biff the local king about the chops and the territory is yours. Perhaps Anheuser-Busch thought they could conquer the world Roman-style: one battle at a time. But since taking Budweiser global decades ago, their success was mixed and in the end they failed to steer clear of a Brutus. Maybe that’s taking the analogy a bit far. Yet this goes to show that building a global beer brand is more like a “3c” thing: it’s complicated, cumbersome and costly. Especially if you do it from scratch as SABMiller has done with its Italian Peroni brand.
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