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Trio

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Submitted By iguana90
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This case deals with a firm that had been a pioneer in establishing itself as a global competitor in the beer business, gaining recognition around the world based on its well-known green bottle. Heineken had to respond to a wave of massive consolidation in the beer market. Many beer brewers had been moving aggressively to establish themselves as global players by acquiring smaller regional and national players. Jean-Francois van Boxmeer was appointed as Heineken’s first non-Dutch CEO in October 2005. Since his appointment, Heineken restructured itself to increase its ablity to respond to the mega-acquisitions done by its formidable competitors such as Belgium’s InBev and South Africa/United Kingdom’s SAB Miller. Most recently, Heineken entered into a joint venture deal with Denmark’s Carlsberg to acquire Scottish-based brewer Scottish & Newcastle. This would help establish Heineken as the leading brewer in Europe. Heineken needed to raise its stature in its various worldwide markets and respond to the changes that were occuring in the global beer industry.
After InBev’s acquisition of Anheuser-Busch in 2008, the top 3 beer companies in the world are InBev (Belgium), South Africa/United Kingdom’s SAB Miller, and Heineken (Dutch). Other top companies worldwide include Carlsberg (Denmark) and Grupo Modelo (the Mexican maker of Corona). Regarding American consumption, Pabst is the only top selling beer in America whose brand is still owned by a U.S. company – although Pabst owns no actual breweries, contracting out production to Miller or Lion Brewery in Pennsylvania. (Miller is in a joint venture with SAB Miller.) Sam Adams, one of the many “micro brewers” actually making beer in the U.S. is said to be #4, after Budweiser, Coors, and Pabst. (Coors can no longer be considered “American”, having merged with the Canadian brewery Molson in 2005, and entered into a joint

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