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″The Big Four″: An Examination of the International Drinks Industry

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 1989

Abstract

The world liquor market is considered from the viewpoint of the four major groups within the industry, with particular reference to the United Distillers Group (UDG). The three issues of global consumption trends, global competitive structure and the UDG strategic response are analysed. A key factor affecting the industry is that the number of competitors continues to decline as companies merge and as brands are increasingly produced for mass markets.

Keywords

Citation

Espey, J. (1989), "″The Big Four″: An Examination of the International Drinks Industry", European Journal of Marketing, Vol. 23 No. 9, pp. 47-64. https://doi.org/10.1108/EUM0000000000590

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited