Beer Globalization in Latin America

The global beer industry is experiencing a round of consolidation, including the recent takeover of Mexican brewer FEMSA by the Dutch Heineken. The growing concentration of brewing might in the hands of a few companies is a natural result of corporate globalization – today four companies control half of the world’s beer production globally. But this trend could also lead to “homogenization of culture and centralization of power,” according to the author. Still, in Latin America, the response to such homogenization has been to promote local brews. Chicha, a traditional corn-based drink in Colombia, has been enjoying a resurgence in recent years. In Bolivia, the president announced plans to begin producing “Coca Colla”, a coca-based drink that plays on the name of a well-known global brand but also appeals to the local community, as “colla” refers to Bolivian highlanders. While many lament the consolidation of power and culture into the hands of a few, at least local flavors still seem to appeal. – YaleGlobal