The Mission
“This is the end, beautiful friend, […] the end of everything that stands”, sang Jim Morrison. Perhaps this is not quite the end of everything that stands in the brewing industry, but the final act of the industry’s Great Game has begun. With AB-InBev controlling about a quarter of the world’s beer production, bookies will soon be taking bets on how many deals the Brazilian management will have to clinch before they can close the door behind themselves: Will it be one? Two? And what will the “bankers who sell beer” chiefly be remembered for? Their merciless cost-cutting drive? Or their counter-colonialist strive which has shown little regard for the complexities of mature markets and for brewers’ corporate cultures in Europe and North America?
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6 print issues
