Titlebook: Brewing, Beer and Pubs; A Global Perspective Ignazio Cabras (Reader in Economics, Business and Book 2016 The Editor(s) (if applicable) and

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Marketing and Globalization of the Brewing Industryeemingly without any short-term payoffs (Madsen et al., 2012). In this chapter we focus on the nature of the product and discuss the methods of distribution and product branding as important explanations why the brewing industry moved from a regional to a global industry.

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Intra-industry Trade in the Beer Industry within the Enlarged European Unionnd its partner (Jensen and Lüthje, 2009 Milgram-Baleix and Moro-Egido, 2010). However, many of these studies have focused on industrial products. In addition, recent studies (Leitão, 2011; Jámbor 2014a, 2014b; Fertő and Jámbor, 2015) suggest that the role of IIT has been increasing in agricultural trade between European Member States.

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Jonathan Ruetz,Kirstin Hallmannr-Busch InBev and SAB-Miller. At the other pole there is a multiplicity of small brewing companies springing up, almost daily in some countries, rejoicing in the umbrella terms “craft” or micro-breweries.

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The History and Development of Brewing and the Beer Industry in Africathe more recent political past of the African region (Van Wolputte and Fumanti, 2010). Accordingly, beer was produced by women mainly for the senior aged male groups to drink either at home, in groups or at special occasions (Haggblade and Holzafel, 2004; Willis, 2006).