A fresh round of drinks: Innovating beyond beer in Eastern Europe
Jonathan GableBrainJuicer, GermanyYvan GoupilSABMiller, Switzerland
INTRODUCTION
The world loves beer. However, there's something of a problem in a region where beer production and drinking first began. In Europe – home to the world's oldest breweries – beer consumption has actually started to fall. Between 2008 and 2010 beer consumption across Europe fell by 8%. The recent economic chill is, of course, partly to blame. Reduced disposable income is having a negative and direct impact on out of home spending in bars and pubs. Customers are buying...