of globalized beer. Ranking the global alcohol companies by net revenue/ turnover rather than by volume shows the value of distilled spirits relative to beer on the global market. The leading company in terms of net revenue/turnover in 2005 was Diageo plc, followed by Heineken NV, InBev, SABMiller and Anheuser-Busch, Inc. [6]. Globalization in the alcoholic beverage industry tends to lead to greater concentration of ownership and greater dependence on marketing. As a recent study of multinational…
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