Recession has made falling demand for beer more pronounced in western markets and we can expect more cost cutting in 2010.
Heineken today predicted that it sees little prospect for a rise in beer demand in its key Western Europe markets in 2010.
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Meanwhile, the group said that it sees less opportunity in the coming year for the sort of price increases that bolstered net sales in 2009.
It seems that the economic downturn, while not the cause of declining demand for beer in mature markets, has exacerbated a tough market situation.
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