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The Scale Stage
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Brewing industry One of the world s oldest and perhaps favorite industries is the brewing business With nearly 500 years of history behind it, the industry has clearly been slow to move up the Endgames curve In large part, this was due simply to logistics: Like dairies, which produce perishable milk products, breweries struggle to find the right geographic locations to assure economical distribution and product freshness Smaller countries can accommodate a proliferation of local breweries, whose higher production scale costs are offset by lower, local delivery costs In larger countries such as the United States, it s not unusual to find placement of Anheuser-Busch breweries in strategically efficient distribution locations Coors beer, for example, was brewed in a manner that required refrigeration during transit, so its distribution area and thus potential market was limited primarily to the Western United States through the 1970s Most of the world s beer markets are mature and offer only limited potential for further volume development: aside from Germany, where the industry is still quite fragmented among small companies, only a few players dominate in each market (see sidebar: Is Bigger Better for German Brewers ) For example, only two breweries, Brasseries Kronenbourg and Brasseries Heineken, lead the French market In Spain, Grupo Cruzcampo, San Miguel, Mahou, El Aguila, and Damm were the five remaining players left in the market before Heineken formed a Spanish conglomerate integrating Grupo Cruzcampo and El Aguila In the United States, market leaders Anheuser-Busch, Miller, and Adolph Coors hold 80% of market share
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IS BIGGER BETTER
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GERMAN BREWERS
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Few industries can boast such a long, rich heritage and storied traditions By 1516, beer had become such a popular beverage that Wilhelm IV of Bavaria created a special law, the Reinheitsgebot, which dictated the exact ingredients allowed in beer Even today, German breweries follow the quality standards set by this law, and international breweries that want a share of the German market abide by it as well As a result, Germans tend to think of themselves as the founding fathers of beer and continue to value their breweries and beer quali-
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Winning the Merger Endgame
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ty When compared with the international competitors, however, German breweries are only minor players: Anheuser-Busch (United States) has annual sales of about 130 million hectoliters (hl), Heineken (Netherlands) about 100 million hl, and Interbrew (Belgium) about 90 million hl By contrast, the largest German brewery, Warsteiner, has sales of about 5 million hl per year Similar discrepancies in production volume are found in the markets for malt beverages across the world The German market remains extremely fragmented, with more than 1,200 breweries active today Thanks to strong consumer loyalty, many small familyowned breweries still exist in Germany and have avoided being swallowed up by the consolidation waves affecting the rest of the world Still, many of the country s small companies are under pressure to consolidate Nonalcoholic beverage companies are gaining market share, consumers are becoming more health conscious, and general consumption is on a downward trend 30 years ago, the annual per capita consumption in Germany was at roughly 140 liters; in 2000 it was down to 120 liters Today, as nonalcoholic beverages make inroads in the market, companies have raised their marketing spending and sponsorships, shrinking profit margins in the process Only the well-known brands with strong marketing enjoy healthy profits The current condition in the German brewery industry is already evidence of a maturing market and the beginning of consolidation: Interbrew first bought Diebels and spent DM35 billion for Beck & Co; Heineken formed a joint venture with Paulaner The German market will eventually become oligopolistic, as is the case in all other countries around the globe Smaller family-owned businesses ultimately must join the larger conglomerates that offer needed economies of scale
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Such regional maturity sets the stage for increased cross-border mergers and globalization Scottish and Newcastle, the biggest brewer in Britain, has been a steady growth company in its home market, while its larger competitors Carlsberg, Heineken, and Interbrew looked to Eastern Europe for emerging growth opportunities However, Scottish and Newcastle s takeover in early 2002 of Finland s largest brewer, Hartwall, for US$17 billion clearly changes the picture The hidden gem in the Hartwall deal is its stake in Baltic Beverage
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