Has Anheuser-Busch Let the Steam Out of Craft Beer? The Economics of Acquiring Craft Brewers
نویسندگان
چکیده
Macrobrewers initially responded to the rapid growth of craft beer segment by product differentiation: offering versions their own “craft beer.” When this proved unsuccessful, they began acquiring independent brewers. We examine consequences Anheuser-Busch InBev’s acquisition Goose Island. find large gains in sales for brewers post-acquisition, which suggests that marketing spillovers attracted new consumers beer. also negative effects on variety, greater difficulty gaining shelf space off-premise accounts. These variety are particularly pronounced Island’s regional “birthplace”: Illinois.
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ژورنال
عنوان ژورنال: Review of Industrial Organization
سال: 2021
ISSN: ['1573-7160', '0889-938X']
DOI: https://doi.org/10.1007/s11151-021-09838-7