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We're only two weeks in, but already 2010 has had a healthy kick-start, with a handful of headlines last week that have really set tongues wagging in our industry. Heineken spent last week basking in the warm light of praise from several analysts, who agree with the brewer that the potential potholes of its purchase of FEMSA Cerveza are impressively outweighed by the strategic necessity of the deal for Heineken in Latin America. No sooner had the Mexican dust settled, however, than we were considering the reverberations of the deal on a spat between FEMSA's domestic rival, Grupo Modelo, and Anheuser-Busch InBev. Several analysts think A-B InBev will now push for control of Modelo, with the Mexican market leader more likely to yield to the brewing powerhouse after seeing FEMSA bed-up with another multinational brewer. Without pause for breath, Pernod Ricard came into view with its latest trading update. The 16-line announcement has been combed for meaning as industry players and observers look for clues on how 2010 is going to play out for the drinks sector. The upshot is that Pernod is performing broadly in-line with guidance, the US spirits market remains shaky and China is lapping up Martell Cognac like there's no tomorrow. Something for both optimists and pessimists, then. Features-wise last week, Annette Farr considered the hopes and fears of soft drinks companies looking to innovate in 2010, while our first interview of 2010 saw the brand director for Beefeater and Plymouth Gin brave the spotlight. It's shaping up to be lively year. Until next time... Olly Wehring, Managing Editor Web: www.just-drinks.com Twitter: just_drinks
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just the answer - Simon Burley, Beefeater, Plymouth Gin brand director [MEM] In this, the first 'just the answer' of 2010, just drinks speaks to the international brand director for Beefeater and Plymouth Gin at Pernod Ricard's Chivas Brothers unit. Simon Burley has held the position for only a matter of weeks, having been appointed in October last year, but already he has high hopes for the brands, despite a tough year for the category in 2009.
There would be little point denying that the poor global economic climate was the major story of 2009 across all drinks sectors. In spirits, US market growth for the major players Diageo and Pernod Ricard had started to slow before 2008 had ended. In wine, we heard that Australian wine exports had fallen in value terms during 2008 for the first time in 15 years; and that US domestic wine sales saw the first annual fall since the last major recession in 1993. In beer, Diageo shelved plans to build a new brewery for its Guinness brand in Ireland, whilst in soft drinks, the story of the year has arguably been the takeover by PepsiCo of its two major bottlers. just-drinks' leading writers round-up a tumultuous year in this month's briefing.
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January 18, 2010 
