Posts Tagged ‘ Production ’

Marketers move import beer production closer to distribution

November 16, 2011
imported beer

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, like┬áLaurent Theodore, U.S. VP-marketing for the Heineken brand, who...

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