The Global Brewery Industry
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The Global Brewery Industry

Markets, Strategies, and Rivalries

Edited by Jens Gammelgaard and Christoph Dörrenbächer

This unique book explores some of the key topics of international business through the context of a global industry, focusing on the challenges brewery companies face as they operate in globalized markets. It examines the strategies of individual firms to develop markets and explores new insights into recent company rivalries, both globally and locally. In addition, it offers detailed analysis of some of the major players in the industry through longitudinal studies.
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Chapter 5: The Estonian beer market: the battle for market leadership

Jorma Larimo, Andres Kuusik and Urmas Varblane


Over the past 20 years there have been a lot of changes in most industry sectors in Europe. Often these changes have been especially remarkable in various Central and Eastern European (CEE) countries and the Commonwealth of Independent States (CIS), where the economic systems have also been changing. In the consumer goods sector the European brewing industry is one good example of an industry that has experienced a lot of changes during the last 20 years. In this chapter we will focus on one CEE market – Estonia – and try to review the market development during the last 20 years, focusing especially on the strategies of the key players in the market. Although the Estonian market is the smallest beer market in CEE and CIS, it is interesting because the growth of beer production and consumption was the second largest within CEE and CIS from 1992 until 2007–08 (Swinnen and Van Herck 2011) and Estonia was among the first Eastern European markets to be entered by foreign breweries through acquisitions.

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