New book examines beer biz

Modern Brewery Age,  March 21, 2005  

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The economics of the beer industry is the focus of a new book by two Oregon State University economists, Victor J. Tremblay and Carol Horton Tremblay. Titled "The U.S. Brewing Industry: Data and Economic Analysis," it has been published by the MIT Press. The book is the culmination of 25 years of research by Victor Tremblay, who has studied demand analysis, the effects of advertising and corporate strategies of the brewing industry, and his wife, Carol Horton Tremblay, an applied econometrician.

"The brewing industry has gone through what many other industries have experienced," said Victor Tremblay. "In an emerging new industry, a lot of people enter the market with new products and brands. But as competition grows fiercer, the smaller, less efficient companies begin to drop out or get taken over by a competitor. Some of them fell victim to poor business strategies, while others had products that consumers ultimately found unsatisfying." To order, check http://mitpress.mit.edu

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