Regional beer brands – being homebound creates loyalty
27 Nov 2008|Added Value
Published in: Absatzwirtschaft edition 11/2008
Author: Johan Kuntkes
The Germans are not as beer-thirsty as they used to be. Per capita consumption continuously decreased from 131.2 litres per German citizen in 1997 to 111.7 litres in 2007. Especially regional breweries are suffering from this trend. However, there are convincing exceptions.
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