Abstract
One of the biggest trends in the global beer business has been the steady rush by the bigger brewers to establish links with local market leaders and build strong global networks to leverage the advantages of scale. Another top priority for leading brewers has been to plant footholds in markets that are both growing from a population standpoint and have relatively low but increasing per-capita consumption of beer. The 2008 acquisition of AB by Inbev has created a wave in field of global merger and acquisitions that have been shaping the brewing industry in the twenty first century. The internationalization of leading brands such as Stella Artois, Brahma, Heineken, Carlsberg, Miller and Bass previously domestic or regional but not global, has transformed brewing into a highly competitive and concentrated industry, where to succeed you need to compete on a global stage. This paper will review InBev's EPG mix, its Marketing Mix, its International Marketing Strategy and its Strategic position within the foreign markets and within its industry.
