Contemporary Brand Management Essay Example | Topics and Well Written Essays - 3750 words

Contemporary Brand Management - Essay Example "Americans have the largest per capita consumption of beer in the world. Europe is the home to most of the world-renowned breweries. These include, Carlsberg, Grolsch, Heineken, Fosters, and Stella Artois to name a few. Belgium is Beer country, but for other reasons. Belgians drink less beer. That's right! Beer consumption in Belgium has more than halved during the last 75 years. The figures, which were published recently the Flemish daily 'Het Laatste Nieuws' (March, 2006), showed that per capita consumption of beer in Belgium stood at just 95 litres per annum. The reason The Belgian Beer Association's Theo Vervloet told the paper that despite this fall, the breweries didn't want to encourage youngsters to start drinking early. Despite the disappointing figures, the Association of Belgian Breweries were against aggressive advertising campaign to force up the beer consumption within Belgium. It is estimated that the world consumes over 100billion liters of beer. Reports show that this value is on the rise due to an increased amount of under-aged drinkers and an increasing variety of beers. When it comes to beer, America is the greatest consumer, for people there ingest around 23billion liters annually. 23billion liters is equal to the quantity (in SI units) of 23gigaliters"(Johnny Alicea, Volume of World Beer Consumption, hypertextbook.com). Stella Artois, a Belgian brewery produces Pilsner beer that has a strong following not only in Belgium, but the whole of Europe and North America as well. 2.0 Industry Background Belgium is Beer country. Despite its size and population, Belgium is among the top beer producing countries in Europe. The Netherlands, France, Poland, and the United Kingdom are the others in Europe who can boast of more or equal production. (Refer EPISTILE Analysis, Appendices 1.0). The major players in Belgium who contribute to their beverage output for local consumption and exports are: Brasserie d'Achouffe, Affligem Brouwerij, NV Brouwerijen Alken-Maes, Brouweri Het Anker, Artois, Brasserie Du Bocq s.a., Brouwerij Bosteels, Chimay, Brouwerij De, Keersmaeker Brouwerij De Koninck, Brouwerij De Gouden Boom, Brouwerij De Ryck, Duvel Moortgat, Brouwerij Haacht, Brouwerij Hoegaarden, Van Honsebrouck, Brasserie Jupiler, Brouwerij Palm NV, Brouwerij Riva nv., Brouwerij Rodenbach, Brouwerij St.Bernard, Brasserie Union, Brouwerij Van Steenberge, 't Pakhuis, and Brouwerij Der Trappisten van Westmalle. (Pattinson, www.xs4all.nl). Abbey, Non-/low-alcohol, Amber, British type, Gueze/fruit, Luxe pils, Pils, Regional, Table Beer, Trappist, Wetbier, Sour, Strong golden were the different beer sold in and by Belgium. From the analysis of the report published in the "Het Brouwersblad" June 2004, p.12, and "Het Brouwersblad" June 2005, p.8, publications, the maximum production was of Pilsner, at a staggering figure of 7,044,252 out of 9,935,211hectolitres in 2003, and 6,930,525b out of a total of 9,702,619b Hectolitres in 2004 (Pattinson, www.x