World Beer Consumption

• The awareness of alcohol consumption can be harmful to personal healthiness and society (drunk-driving, violation etc.) may have unfavourable effects on beer companies.

Most countries and cultures across the world experience these issues with 83% of the world population being allowed to drink at the age of 18, and the remaining 17% of the world population are legally allowed

“The beer industry in the United States generates $75 Billion in annual sales.” (Abelli, 4)

     In this paper I will be talking about the U.S. beer industry and in short an overview of the brewing industry worldwide. I will talk about the barriers to entry, economies of scale, government intervention, pricing, current market trends, product differentiation, and imports. The focus being mainly on the U.S. brewing industry oligopoly. The U.S. brewing industry has three major players: Anheuser-Busch, SAB Miller, and Coors/Molson. Anheuser-Busch is currently the largest brewer in the world, producing over 100 million barrels a year. Anheuser-Busch currently owns over 50% of the market in the United States, with Miller trailing behind at 20% and Coors at about 11% with the rest of the market occupied by imports and craft breweries. When analyzing any industry, how easy it is for newcomers to enter the market is a great importance. If there are high barriers to entry

Per capita beer consumption in the country had been stable for many years. In order to find new opportunities

Fifthly, with the focus on education about safe drinking instead of restriction, many problems would decrease. American teenagers, unlike European teenagers, do not learn how to drink gradually, safely, and in moderation. Though the per capita consumption of alcohol in countries like France, Spain, and Portugal is greater than in the US, (the rate of alcoholism and alcohol abuse is lower). This comes from educated and gradual drinking. Alcohol is not seen as a magic potion, there is little social pressure to drink, irresponsible behavior is not tolerated, and young people learn at home from their parents how to handle alcohol in a responsible way in Europe.

One of the major arguments in lowering the drinking age is the comparison many make with other countries and their drinking habits. It stands to be true that many countries have a considerably lower drinking age or none at all. It also stands to be true that 1 in 10 drinking occasions by younger adolescents in southern European countries resulted in intoxication, versus America where the number is almost half. (Beck 2) But the amount of binge drinking taking place in all European countries is a lot higher than it is in the United States. The reason I

Even though some might think that in some countries outside the US where the drinking age is 18 or lower, things are going fine. In fact Carla Main the author of Bulldozed (Encounter Books, 2007) mention in her article about “Underage Drinking and the Drinking Age” that countries outside USA alcohol drinkers are“25 percent heavy drinkers” while inside the USA alcohol drinkers are only “ 15 percent heavy drinkers” that shows us that binge drinking in countries outside united state are much more than US (Main

Keeping the beer-ban will be detrimental to the overall health of college students, because they will smuggle in hard liquor, which, when consumed will make them more susceptible to alcohol poisoning due to the fact that hard liquor can be easily abused. Furthermore, by keeping the beer-ban in effect college students will binge-drink before the game, along with at halftime. Since binge drinking is damaging to the young developing mind, action must be taken in order to combat this atrocity. A viable, plausible, and feasible proposal to hinder the act of binge drinking would to be to allow in-stadium alcohol sales. In-stadium alcohol sales will not only aid universities in creating a safe environment for spectators, but it will also boost revenue exponentially. By allowing individuals over the age of twenty-one to purchase alcohol over-the-counter at concession stands in stadiums, revenue will increase. This revenue can be spent on a plethora of miscellaneous expenses that strain universities across the country on acquiring ample resources to function

The United States could learn to control drinking habits more efficiently, if they took a deeper look into how other countries handle the liquor among people over the age of

Political –Governments tend to exercise significant control over beer as it contains alcohol which has caused many problems in society and has addicted people. This attention from the government will affect Heineken in sale volume in the market. Many governments have imposed heavy taxes on liquor and beer imports, and with globalisation many brewers are looking for new markets where they can gain maximal profits. This proves to be a threat for Heineken. Heineken must conduct thorough research on countries policies on alcohol such as drinking in public, alcohol contents in drinks, legal drinking ages and must strategically plan their integration into these markets based on the research.

With alcohol being legal, it needs to be regulated somehow. Currently, the government is in control of it. The government taxes alcohol, and in turn they are making a hefty profit.

Alcoholism is a disease, like cancer. Alcoholism is not a lifestyle choice for alcoholics. It is a disease, like cancer, where intervention, treatment, and follow up are needed to recover. As with cancer, remission and a cure cannot be guaranteed. Alcohol causes a wide range of negative effects in the lives of alcoholics and those who know and love them. Insurance companies need to be aware of this disease and provide coverage and ongoing support for treatment. We need to find a way for those in need to more easily access the help they need and make it easier to work with insurance for coverage. As a society, we need to more to prevent the marketing of alcohol to our youth that are underage. By looking at how our youth are targeted by alcohol marketing and working to reduce this, maybe we can help to reduce the number of young people that start drinking and then become alcoholics.

Beer has a long history. In 2000 B.C.E., Sumerians had prepared eight different beer types, ranging from “strong,” “red brown,” and “good dark” (Mauk, 2013). Breweries have created their own recipes, brewed their own beers—some with alcohol, some without. Over the past few years, craft beer gained steady market share away from the national and international breweries (Murray & O 'Neill, 2012). Separating one beer from the next is the product itself, and what the product has to offer. Competition is ferocious due to more informed, sophisticated consumers, as well as globalization and the spread of technology (Murray & O 'Neill, 2012).

Despite the dominance of Carlsberg, in its annual report BGD could lay claim to being the largest Scandinavian beer exporter. This was because Carlsberg placed emphasis on licensing agreements or local production for its foreign markets, while BGD’s strategy was export led: ‘Eighty-three out of every hundred bottles of beer that we produce are sold in foreign markets.’ By 1995 the percentage of export sales by region of the world was as follows: western Europe 63 per cent, the Americas 10 per cent, eastern Europe 22 per cent, others 5 per cent. The development of BGD’s operations in some of these markets is now reviewed.