Beer Wars-Documentary Review
MBA 650EV | Beer Wars | A Documentary | |
Table of Contents Introduction 2 How the Large Got/Stay Large 2 Why Light is King 3 Craft Beer Facts 3 The Craft Beer Way 4 Spreading the News 5 Large Feeling the Effects 5 Political Issues 6 Conclusion 7
Introduction
Beer Wars was a very eye-opening documentary. It was interesting to see how the market share of the largest beer company, Anheiser-Busch, has grown throughout the years. In 1965, Anheiser-Busch had a meager market share of twelve percent. As marketing on television grew in popularity, Anheiser-Busch’s market share grew as well. By 1985, Anheiser-Busch’s market share had grew to thirty-seven percent. By 2005, Anheiser-Busch’s market share had grown to an enormous forty-nine percent. This was very shocking to me that one company could control almost one-half of the market share of a $97 billion industry. Also, in 1985, the other two largest beer makers, Miller and Coors, made up about twenty-six percent of the market share. Thus, in 2005, major beer companies made up seventy-five percent of the beer sales in the United States. Which tells us that craft breweries only had twenty-five percent of the market share.
How the Large Got/Stay Large
In the beginning, all beers were craft beers, until the big three companies wanted to grow, and grow they did. Unfortunately, as the three largest beer companies in the United States grew, the beer-drinking public that was buying their beer were actually the people who were suffering. The reason that I say this is because of the way the large beer manufacturers got to this point. The large beer manufacturers were not very concerned about the quality of their beers as much as they were about the number of sales that were created. The way that the large beer companies did this was through their advertising campaigns. The large beer companies were/are millions and millions of dollars during different sporting functions and on
Table of Contents Introduction 2 How the Large Got/Stay Large 2 Why Light is King 3 Craft Beer Facts 3 The Craft Beer Way 4 Spreading the News 5 Large Feeling the Effects 5 Political Issues 6 Conclusion 7
Introduction
Beer Wars was a very eye-opening documentary. It was interesting to see how the market share of the largest beer company, Anheiser-Busch, has grown throughout the years. In 1965, Anheiser-Busch had a meager market share of twelve percent. As marketing on television grew in popularity, Anheiser-Busch’s market share grew as well. By 1985, Anheiser-Busch’s market share had grew to thirty-seven percent. By 2005, Anheiser-Busch’s market share had grown to an enormous forty-nine percent. This was very shocking to me that one company could control almost one-half of the market share of a $97 billion industry. Also, in 1985, the other two largest beer makers, Miller and Coors, made up about twenty-six percent of the market share. Thus, in 2005, major beer companies made up seventy-five percent of the beer sales in the United States. Which tells us that craft breweries only had twenty-five percent of the market share.
How the Large Got/Stay Large
In the beginning, all beers were craft beers, until the big three companies wanted to grow, and grow they did. Unfortunately, as the three largest beer companies in the United States grew, the beer-drinking public that was buying their beer were actually the people who were suffering. The reason that I say this is because of the way the large beer manufacturers got to this point. The large beer manufacturers were not very concerned about the quality of their beers as much as they were about the number of sales that were created. The way that the large beer companies did this was through their advertising campaigns. The large beer companies were/are millions and millions of dollars during different sporting functions and on
References: (Other Than Beer Wars) 1. "BREWERS ASSOCIATION RELEASES TOP 50 BREWERIES IN 2011." Brewers Association. Brewers Association, 17 Apr. 2012. Web. 28 Nov. 2012. <http://www.brewersassociation.org/>. 2. Chappell, Bill. "U.S. Craft Beer Brewers Thrive, Despite Small Share Of The Market." NPR.org. NPR, 18 May 2012. Web. 28 Nov. 2012. <http://www.npr.org/blogs/thesalt/2012/05/17/152958268/u-s-craft-beer-brewers-thrive-despite-small-share-of-the-market>. 3. Lisheron, Mark. "Anheuser-Busch InBev Roars against Craft Breweries Bill in Texas Legislature." Texas Watchdog | Investigating Government Waste, Fraud and Abuse in Texas. Texas Watchdog, 11 May 2011. Web. 28 Nov. 2012. <http://www.texaswatchdog.org/>.