With today's world shrinking by advancements in technology, many markets are no longer as isolated as they were in the past. This means that a single beer brand has the potential to be successful globally like that of Coca-Cola or Marlboro. By shifting attention to a single brand across the world it would cut down on advertising and manufacturing costs and increase profits. In addition, the premium beer market is expanding tremendously which is where Interbrew's products are placed. Having a globally recognized beer that is produced in this growing field would be very profitable.
2)When it was decided by Interbrew Brewing Company to develop a global beer it was no surprise that they chose their best selling local beer, Stella Artois. Stella Artois is their oldest beer and was a local leader in Interbrew's home market in Belgium.
The most conclusive way to establish Stella Artois as Interbrew's global brand is to simply compare the numbers to