A fresh round of drinks: Innovating beyond beer in Eastern Europe
Jonathan Gable and Yvan Goupil
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market.
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...
