just Five Years Ago: InBev's Acquisition of Anheuser-Busch
Anheuser-Busch accepted a bid from InBev five years ago this week
Five years ago this month, the global beer world changed forever. After a shorter-than-anticipated period of wrangling, US brewer Anheuser-Busch accepted a US$52bn takeover bid from Belgium brewer InBev, thus creating the world's biggest brewer.
This seismic deal would not have seemed possible earlier in the decade: Here was a patriotic, 150-year-old US family company with its self-styled 'King of Beers' brand Budweiser; what chances that it would be taken over by a European group?
But, it happened.
As just-drinks noted in its Noughties' round-up, in 2003, InterBrew, as it was then known, had only Stella Artois as a global brand. However, its capture of Brazil's AmBev in 2004 transformed the company, renamed InBev, paving the way for its bid for A-B.
Despite objections from many quarters, including US senators, mayors and would-be presidents - not to mention the 'Save our Bud' bumper stickers, the deal was eventually completed in November 2008.
Since then Anheuser-Busch InBev has cemented its positon as the world's biggest brewer. Cleverly, the company has managed to maintain Budweiser as an iconic American brand, even though its owned by a company headquartered in Belgium.
As just-drinks' editor, Olly Wehring, noted at the time this scale of consolidation in the brewing world appeared to have peaked in 2008 with Heineken and Carlsberg's takeover of Scottish & Newcastle adding to the flurry of M&A activity.
But in the last 12 months, with Heineken's swoop for Asia Pacific Breweries and A-B InBev paying US$20bn for its old foes, now friends, Modelo, the brewing merger wheel has once again begun to turn.
Meanwhile, talk of another brewing "mega-merger" between A-B InBev and SABMiller rumbles on. But, we may have to wait some time as the Budweiser brewer gets its head round its shiny new Mexican prize.
Anheuser-Busch InBev Germany’s strategic direction is mainly in line with the international parent company and the company does not have a lot of room for self-governance. Partial autonomy is granted,...
Inbev will continue to focus on premiumisation, adding value and Increasing its channel coverage over the forecast period. The company will continue to invest heavily in marketing support and new prod...
InBev Italia’s strategy for the forecast period will be to continue its occasion-based marketing, and to promote its products. The company will concentrate its efforts on meeting consumers’ expectatio...
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