Think imported: Think expensive. For years, the brewing industry has tapped into consumers preparedness to pay more for a brew made in romantic-sounding locations overseas. Times are changing, as category commentator Stephen Beaumont notes, and brewers are now more comfortable bringing production of their imported brands in-market. Will consumers let them? Well, yes; So long as they re straight with them.
Earlier this month, Anheuser-Busch InBev surprised some brewing industry observers - as well as, presumably, a much greater number of beer consumers – with the announcement that starting this summer, the group will begin production of one of its Big Three international brands on US soil. The brewing of Belgian lager Stella Artois has been lined up in St Louis before moving on to Newark, Los Angeles, and Jacksonville in Florida, following significant upgrades to those facilities.