Why are AB InBev, Heineken, and other global brewers targeting emerging markets such as Vietnam?
In the Asia-Pacific region, beer is one of the most popular alcoholic beverages. It is one of the world's oldest beverages, made from the fermentation of grains. Beer consumption has increased throughout Asia-Pacific in recent years as disposable income has increased and consumer tastes for beer have shifted away from other alcoholic beverages. Furthermore, consumer perceptions of alcoholic beverages, particularly beer, have been influenced by cultural shifts and the acceptance of western culture. The beer market is divided into three types which are lager, ale, and others.
在亚太地区，啤酒是最受欢迎的酒精饮料之一。 它是世界上最古老的饮料之一，由谷物发酵制成。 近年来，随着可支配收入的增加以及消费者对啤酒的口味从其他酒精饮料转移，整个亚太地区的啤酒消费量有所增加。 此外，消费者对酒精饮料（尤其是啤酒）的看法受到文化转变和接受西方文化的影响。 啤酒市场分为啤酒、麦芽酒和其他三种类型。
Is the brewing industry local or global?
Depending on consumer preferences, associated costs such as import/export duties and tariffs, taxes, trade embargoes, political and/or bilateral relationships between the countries where the brewery intends to operate, management strategy, demography of the target market, company convenience, market involvement, and risk tolerance, the brewing industry can be both local and global. On the one hand, there are clients who are extremely fussy about the foods they consume. These people are usually from the upper-middle class or upper class of society, and they are generally wealthier than the rest of the population. They are very brand conscious, and they like to correlate their capacity to afford luxury and premium brands with their self-esteem and achievements.
These multinationals have incorporated breweries in their home countries to avoid high import tariffs, fluctuating exchange rates, bilateral and/or political issues between their operating countries, and the costly logistic infrastructure that would be required to brew in one country and distribute globally for the masses.
这些跨国公司在本国成立了啤酒厂，以避免高额进口关税、汇率波动、其经营国之间的双边和/或政治问题，以及在一个国家酿造并在全球范围内为大众销售所需的昂贵的物流基础设施 .
Why do so many licensing deals, mergers, and acquisitions occur in the brewing industry?
Mergers and acquisitions boost the scope of operations, which attracts more investors since they can trust a larger, more globally recognized company like Heineken or Budweiser, rather than regionally focused organizations like Tsingtao Beer (China), which lacks international reputation. If these two companies had not merged, it would have taken them a long time to grow into such a major role in the beer market on their own scale and capacity, or neither of them might have been able to reach the position of the world's largest brewer.
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