Interbrew UK has expressed its worries in respect of the price war widely practiced in the UK beer market and said that such a situation will never allow the constructive development of UK beer industry.

Interbrew believes that the brand owners should stimulate beer consumption by putting the emphasis on the quality rather than on the price. Besides this , they should concentrate their efforts to redress the beer’s poor image which in great is due to its seasonality and informal character.

The same brewer, considers that for adjusting these problems and for succeeding to increase the beer consumption without practicing the price war, producers should use innovations and create new values for customers. They should investigate new, unexplored occasions of customers’ life and adapt the beer for those moments. At the same time brand owners must find new ways of relevant communication to the market.

01 April, 2002