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| Author: | Pratesi, C. |
| Title: | Miller Beer |
| Journal: | Management Decision
1994 : VOL. 32:3, p. 25-28 |
| Index terms: | BREWING INDUSTRY ITALY DISTRIBUTION CHANNELS |
| Language: | eng |
| Abstract: | Miller Brewing Company was founded in 1855 in Milwaukee, Wisconsin, USA. It had grown over a century and a half into America's most important beer producer and distributer. The beer market in Italy is presented in this article. a study conducted by Eurisco showed that the beer consumption was moving towards a younger market. Two main categories of consumers were identified during the summer months. In the beer industry competition is very strong. Beer distribution and competitors are described . |
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