Marketers move import beer production closer to distribution

November 16, 2011

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Do imported beers lose their oomph when production moves state-side? A recent article by AdAge discusses the debate over origin versus heritage, acknowledging a trend in the import beer market that has major brewing companies moving production closer to the consumer to save on cost. Money currently spent on shipping and loss of goods can be better spent elsewhere. “Beer executives say marketing will even be enhanced, because by lowering fixed costs… companies can free up more money for brand building.”

The issue is not one-sided, however. There are purists, likeĀ Laurent Theodore, U.S. VP-marketing for the Heineken brand, who believesĀ ”If you play in the import segment, you need to be an import.”

For the full discussion, read more at the source.
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