Corona-Beer-Modelo-1

Apr 30th, 2015
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Strayer University
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We think of beer as the most highly purchased alcoholic beverage in the world, but over the years the global production of beer had started to decline. When we look at beer in some Latin American countries we see it being consumed to celebrate various functions. Latin American is known for its elaborate celebrations and colorful decorations.

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Corona Beer (Modelo)Corliss DavisStrayer UniversityStrategic ManagementBUS 599Dr. Michael SimmsMay 08, 2011Corona Beer (Modelo)Identify and discuss the trends in the global beer markets.We think of beer as the most highly purchased alcoholic beverage in the world, but over the years the global production of beer had started to decline. When we look at beer in some Latin American countries we see it being consumed to celebrate various functions. Latin American is known for its elaborate celebrations and colorful decorations. This culture is cultivated by family values and strong bonds for togetherness. Keeping bonds strong is what allowed the increase of production of beer to almost 50% from 1980-1990. Mexico and Brazil accounted for much of that share. They say variety is the spice of life, the availability of various beers in that marketplace is the catalyst for the increase of production. By targeting the young adults (mid 20s) demographically has brought production into a new light. Historically the brewing of beer had always been a local entity there were only a number of companies that made up the international market. Over the past decades we have seen a consolidation in the industry which began in Western Europe and North America. During the past decade global consolidation has accelerated giving the top ten brewers 34% of the market. In 2008 this number had increased to 56% in the overall beer market introducing two major acquisitions

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