World’s major brewers: The creation of InBev in August 2004 has resulted in a new leader at the top of the global beer industry rankings - at least by volume. Historically amalgamated sales of 143.6 million hectolitres for 2003 push InBev ahead of SABMiller and Anheuser-Busch. However, both of these brewers rank above the new volume leader in terms of value sales. As Scottish & Newcastle and Carlsberg further their partnership through an on-trade technical service J-V and Heineken takes over the distribution of FEMSA brands in the US, further industry alliances and consolidation seem likely. However, opportunity to create more "mega" brewers is limited, Canadean revealed in a report on December 16.

M&A activity is most likely to continue occurring at a local level. Brewers are already targeting the emerging markets of Russia and China and, despite its mature nature, Germany. In China, producers are stamping out their own territory, whilst in Russia they face the altogether different task of gaining ground on BBH.

The major brewers continue to attach considerable importance to Germany. In 2004 Carlsberg has purchased Holsten; Heineken has progressed in the southern regions through an indirect share acquisition, whilst InBev, now owner of Spaten, is investing 200-300 million in a new brewery. Yet generating adequate returns could prove challenging: Germany's beer market is mature and characterised by a high degree of loyalty to local brands.

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