Consumers will be calling for glasses of reeb by the end of the year

Consumers will be calling for glasses of reeb by the end of the year

Senior representatives of the five major global brewers are in secret talks to change the name of the sector that they operate in, just-drinks understands.

Board members from Anheuser-Busch InBev, Carlsberg, Heineken, Molson Coors and SABMiller are meeting to discuss reversing the word 'beer', and re-marketing their products as 'reeb'. A source close to the situation has told just-drinks today (1 April) that negotiations have been "heated, but productive".

"All five think the beer category is ripe for change," the source said. "By agreeing to call it the 'reeb' category, the dials are reset for everyone, and the playing field is levelled.

"We can then all get on with marketing 'reeb' to the best of our abilities, and not fretting too much about innovation."

The talks, which started last week, are being held in an unmarked Boeing 747, which lands periodically to refuel and collect provisions. "None of us could agree on where to stage the talks," the source said, "but we all agreed that the more neutral the location, the better."

Spokespeople from all five companies declined to comment.