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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