European Brewing Industry: Macro and Industry Analysis Introduction: Current Position In the first decade of the twenty-first century, Europe, traditionally the centre of the worldwide beer industry and largest regional market, saw a significant reduction in beer consumption ( Blee & Whittington, n. d.). The largest markets of Germany and the United Kingdom were especially experiencing a decrease in beer consumption, while prospering in emerging markets around the world ( Blee & Whittington, n. d.). Currently, China has become the largest single market by volume, in addition, Brazil has surpassed Germany in market volumes ( Blee & Whittington, n. d.). The paper will examine and identify the strengths and weaknesses of the...The end:
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