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Becoming the World's Biggest Brewer - Artois, Piedboeuf, and Interbrew (1880-2000) (Hardcover)
Loot Price: R3,498
Discovery Miles 34 980
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Becoming the World's Biggest Brewer - Artois, Piedboeuf, and Interbrew (1880-2000) (Hardcover)
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AB InBev is today's uncontested world leader of the beer market. It
represents over 20% of global beer sales, with more than 450
million hectolitre a year flowing all around the world. Its Belgian
predecessor, Interbrew, was a success story stemming from the 1971
secret merger of the country's two leading brewers: Artois and
Piedboeuf. Based on material originating from company and private
archives as well as interviews with managers and key family actors,
this is the first study to explore the history of the company
through the nineteenth and twentieth centuries. The story starts in
the mid-nineteenth century with the scientific breakthroughs that
revolutionised the beer industry and allowed both Artois and
Piedboeuf to prosper in a local environment. Instrumental in this
respect were the respective families and their successive heirs in
stabilizing and developing their firms. Despite the intense
difficulties of two world wars in the decades to follow, they
emerged stronger than ever and through the 1960s became undisputed
leaders in the national market. Then, in an unprecedented move,
Artois and Piedboeuf secretly merged their shareholding in 1971,
though keeping their operations separate until 1987 when they
openly and operationally merged to become Interbrew. Throughout
their histories Artois, Piedboeuf, and their successor companies
have kept a controlling family ownership. This book provides a
unique insight into the complex history of these three family
breweries and their path to becoming a prominent global company,
and the growth and consolidation of the beer market through the
nineteenth and twentieth centuries.
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