Losing the “Lager War

During the last three decades of the twentieth century, John Labatt Ltd., one of Canada’s oldest and most successful breweries, attempted to gain a share of the British beer market. This article examines the push and pull factors of why foreign brewers like Labatt decided to enter the competitive British marketplace and analyzes the strategies of the winners and losers of the “lager war.” The article pays attention to the branding efforts of marketing managers and how some used product–place associations to imbue their brands with authenticity. While positive country images often lead to a favorable assessment of the products from that country, it is also true that unfavorable perceptions often foster negative assessments of their products. By examining the entrepreneurship and structural barriers of the beer industry in the United Kingdom toward the end of the twentieth century, the article adds to our understanding of the dynamics of business failure

Brewing · Business · Business failure · Economics · Entrepreneurship · International business · Kingdom · Management · Finance · Wine Industry and Tourism