Write up / Press Release

Delegates from all of the world’s leading brewers attended Canadean’s International Beer Strategy Conference, held in Brussels at the beginning of May 2006. An exceptionally strong line-up of speakers, headed by Jean Francois van Boxmeer, Chairman & CEO of Heineken, and Steve Cahillane, COO of InBev, highlighted the challenges presented by a rapidly consolidating industry. Dr. Ab Pasman, CEO of Grolsch compared consolidation in the beer industry to a number of other consumer markets, and looked at how those industries (consumer electronics, footwear, automotive, mobile phones etc.) have met the challenge through innovation.

• Conference programme

Dr. Ab Pasman, CEO of Grolsch compared consolidation in the beer industry to a number of other consumer markets, and looked at how those industries (consumer electronics, footwear, automotive, mobile phones etc.) have met the challenge through innovation, differentiation, segmentation, and targeting of new consumer groups, and challenged brewers to do the same. Poul Møller, CEO of Royal Unibrew, reviewed that company’s Mach II strategy and outlined how the key elements of a focus on profitable revenue growth; development of the Baltic markets; further developing core competencies; innovation; business excellence initiatives; and a new corporate identity have transformed the Danish Brewery Group (Bryggerigruppen) into Royal Unibrew.

One of the themes of Canadean’s previous conference, held in Prague in 2004, was the need for brewers to think outside of the box. This theme was developed in Brussels through presentations by Carlos Alvarez, President of the Gambrinus Company; Phil Sexton, the proprietor of the Giant Steps Winery; and Alfredo Paredes, from Ajegroup. Carlos Alvarez told the fascinating story of how he had developed Corona from a small regional Mexican import, into the most popular imported beer in the USA; whilst Phil Sexton compared the development of the wine industry in Australia to the beer industry in that market, and looked at possible lessons that each sector could learn from each other. Alfredo Paredes reviewed the success of Ajegroup’s Big Cola, and discussed the group’s attempts to move into the beer sector in Mexico.

The continuing importance of beer packaging was highlighted by Rockware Glass’ Sharon Crayton, who looked at how packaging needs to provide the consumer with functionality, interaction, personalisation, reassurance and enjoyment; and Ball Corporation’s Uwe Stoffels explained how the can is poised to make a comeback in Germany through an extensive programme of consumer communication, involving sponsorship, advertising and public events.

Dominique Taeymens, General Secretary of the Belgian Brewers Union took delegates on a tour through the "Belgian Beer Paradise", and presentations from Warsteiner’s CEO, Gustavo Möller-Hergt; and Prince Luitpold of Bavaria, owner of the Koenig Ludwig Schlossbrauerei Kaltenberg focused on strategies for successful growth in the face of the pressures of a declining market, the effects of the packaging legislation, and rapid consolidation and foreign investment.

The conference closed with a look at the Asian Beer market. Dr. Mohan Krishna, from liquor distributors, Cheers Spirits, gave a real insight into the Indian Beer Market, and a panel consisting of Richard Keith (formerly with S&N); Kim Slater (from Canadean’s consulting arm, Faraday) and Rob Shuttleworth (Canadean’s CEO) discussed the challenges facing brewers in China.

This was the 5th International Beer Strategy Conference hosted by Canadean, the leading global beverage research company. Over 100 delegates and speakers took part in the conference which provided an ideal forum for senior executives to meet their industry colleagues and discuss the issues facing the industry.

For further information contact Canadean's Beer Service team
Tel: +44 (0)1256 934218
Email: beer@canadean.com