Beer is a widely consumed alcoholic beverage and even listed as a national drink in some countries. Beer is obtained by alcoholic fermentation and includes according to the German ‘Reinheitsgebot’ (German Beer Purity Law) water, barley malt, hops and yeast. Further ingredients may be fruit, herbs or spices. Beer varieties range from less than 3 percent alcohol by volume to about 14 percent alcohol by volume. Most beer types have an alcohol content between 4 and 6 percent. The overall beer production process is called brewing.
The global beer market is characterized by leading brewing groups such as Anheuser-Busch InBev (AB InBev), SAB Miller, Heineken and Carlsberg. AB InBev is a multinational company, operating in 25 different countries through six geographic regions. Its headquarters is located in Leuven, Belgium, where the brewery roots can be traced back to 1366. About 155,000 people are employed by the company.
AB InBev manages a portfolio of well over 200 beer brands and has leading market positions in many famous world’s beer markets. Their performance is outstanding in the beer markets of Argentina, Brazil, Mexico, Belgium, South Korea, the United States and Canada, where they hold the top market position. In all markets listed, the company captured market shares over 40 percent in 2015. According to the company, they focus on signature brands including Budweiser, Corona or Stella Artois, in which they see the greatest growth potential. In total, AB InBev generated revenue of about 45.52 billion U.S. dollars worldwide in 2016.