AUGUST 6, 2001
Interbrew buys Beck's
AS we suggested would happen Belgian brewing giant Interbrew has bought the Germany brewing company Beck's for $1.58 billion. Beck's is one of the major sponsors of the Jaguar Racing F1 team and it is not clear whether the takeover will have any effect on the company's marketing policies.
Interbrew has traditionally steered clear of Formula 1 racing but may choose to continue with the current Beck's policy.
Beck's is the fourth largest brewery in Germany but exports more than half of its produce. Most of that goes to the United States of America - which is one of Jaguar's major target markets as well.
It may be some time before any decisions are made as the deal has to be cleared by European and German competition authorities.
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