The decade-long consent decree that allowed Anheuser-Busch InBev’s (A-B) MegaBrew merger with SABMiller to go forward expired in July, removing guardrails that had been placed on the world’s largest beer manufacturer by the Department of Justice to ensure competition in the marketplace.
Chris Jones, managing director of Central Market Strategies, joins this week’s Brewbound Podcast to explore what competition looks like in a post-consent decree beer industry.
Jones argues the consent decree did its job, creating a competitive environment that allowed new brands over the last decade such as Athletic Brewing, Mark Anthony Brands’ White Claw and Boston Beer’s Truly Hard Seltzer to become category leaders in non-alcoholic (NA) beer and hard seltzer, respectively, while also preventing A-B “from using its massive size as the world’s largest brewer to disrupt the market.”
WIth the consent decree’s guardrails down, including the removal of an independent monitor who maintained compliance by handling claims of interference and coercion, there now exists “a lot more risk in the system of this market power and abuses of market power that could result from the size and scale of the largest brewer,” Jones said.
Going forward, it will be important to track national market share in an already “highly concentrated market” and middle-tier consolidation in the years ahead, he added.
Listen to the full conversation with Brewbound managing editor Jessica Infante here.
Before the conversation, Brewbound editor Justin Kendall and senior reporter Zoe Licata join Jess to run through the latest news, including Lawson’s Finest Liquids’ first NA beer, what distributors say is on their cut lists, a distributor territory swap in the Northeast and “warm beer takes” on the latest NFL beer marketing.
The Go-To Podcast for Beer Industry Professionals
The Brewbound Podcast is an extension of Brewbound’s leading B2B beer industry reporting, featuring interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news.
New episodes are released every week. Send us comments and suggestions anytime to [email protected].
