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The Wall Street Journal reports that “a global slump in demand for beer may be more severe than expected and that emerging markets such as Russia and China can no longer be relied on to drive growth.” Traditionally seen as recession-resistant, the beer industry reportedly is looking at much tougher than usual market conditions. The evidence? SABMiller, the world’s second largest brewer, posted a one percent drop in beer volume for the most recent quarter, and Carlsberg reportedly is cutting 274 jobs as a way of getting cost efficient in a tough market.

Meanwhile, the New York Times reports this morning that Anheuser-Busch InBev and Heineken “are preparing efforts to reach beer drinkers who have been watching their spending since the recession began,” using celebrities – Conan O’Brien and actor John Turturro, respectively – for humorous ad spots that they hope will generate enthusiasm for their brands.

KC's View:
I’m not nuts about the John Turturro ads, but I’m willing to do my part to help the global beer market. It’s a dirty job, but somebody has to do it.