Can you feel the love? What the SABMiller-ABInBev Merger Means to You

It’s been quite the relationship. Years of playing hard to get, four bad dates, a little will-they-or-won’t-they action, but the two beer giants have finally fallen hopelessly in love. ABInBev is planning for a takeover, and that means a whole heck of a lot.

First things first, the SABMillerABInBev merger will cause 1 in 3 beers imbibed across the planet to be made by one company. I say the planet because this consolidation is indicative of a global shift in an industry that represents USD $101.5 billion annually.

A Short History Lesson

SABMiller started in 1895 in South Africa by Charles Glass, a British Ex-Pat seeking his fortune in Johannesburg during the gold rush. He established Castle Brewery, which still brews Castle Lager, South Africa’s most influential beer brand.

On the other hand, ABInBev was established in 2008 after InBev, the Belgium-Brazilian brewer acquired Anheuser-Busch. A-B was established in 1860 in St. Louis, Missouri, when Eberhard Anheuser gave up soap manufacturing to run a local Bavarian brewery. His son-in-law, Adolphus Busch, joined him after serving in the Civil War, and their family fully controlled the company until the sale to InBev, a composite of Artois (1366), Piedboeuf, Antarctica (1882), and Brahma (1888).

The global market share of just these two companies is 30.5%. Right now, the market breakdown is consolidated pretty heavily by the top five beer producers: ABInBev (20.8%), SABMiller (9.7%), Heineken (9.1%), Carlsberg (6.1%), and China Resources Enterprise (6%). This is poised to change.
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The One Thing I Learned at IAB MIXX

One right?

Okay, there were a million things that I learned throughout IAB MIXX, namely, I really need to find a less cheesy way of handing my business card to people. It is not my strong suit.

But, there was one really big thing that each of these ‘little’ things supplemented. And, it hits you like a ton of bricks sitting in packed ballrooms surrounded by a thousand people that are probably better at their jobs than I could ever be. That is: we are at an unprecedented new age of individual empowerment in media.

Matt Murphy of 72andSunny and Margaret Gould Steward of Facebook were speaking to me, when they reminded and inspired MIXX that the platforms we produce, and the ads we create, are personally experienced by each consumer and that connecting with them, whether with Chenguin or Safety Check, is integral for success.

I have more choices, more platforms, more devices that competing for my attention. When businesses are vying for this attention, it’s important to reach out to me the way I like it. ‘Advertisements are looking more like the content around it with the goal of informing, connecting and entertainingusers,’ (paraphrased from an interview with Marissa Mayer, CEO of Yahoo).

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