Heineken Case Study - European Brewing Industry

Question one: What are the major trends within the European brewing industry?
Within the western countries the beer market has become more stagnated while in the East the beer market is growing rapidly with growing demand. Europe has the largest demand for the beer market, and has the largest beer consumption per head. The growth of the global beer market production volume is about 2.5 million tons per year. While the beer industry is growing popular so is the wine industry while the spirits industry is declining.
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