AB InBev’s plan to acquire SABMiller for $100 billion will result in one company practically owning all of the mainstream beer brands (Busch and Miller) in the U.S., according to research from Ivey Business School's Niraj Dawar and Charan K. Bagga. Dawar and Bagga, who developed what they call a “Centrality-Distinctiveness (C-D) map” to pinpoint how brands are perceived relative to others in the market, mapped 23 beer brands with more than 0.3% of market share and at least 50% awareness in the American market. And aside from the swallowing whole of the mainstream brand quadrant, Dawar and Bagga note that “AB InBev may decide to cull some of SAB’s or its own brands that currently compete against each other in different segments.” Fans of specific brands, you have been warned.
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