Market had been in existence for hundreds of years. There were several technology changes in the brewing industry during the 1960’s, especially with the introduction of the keg (a 58 litrles cylindrical container), who facilitate the industry consolidation and growth of national brands. This technological development have triggered a protectionist campaign (The Campaign for Real Ales) done by small ale producers against keg beers...
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This technological development have triggered a protectionist campaign (The Campaign for Real Ales) done by small ale producers against keg beers. Whitbread was founded in 1776 and, in 1976, Stella appeared. Whitbread based its business on traditional British ales, including exportation business. A historical factor that conditioned the UK market was the continuing decline trough the 1980’s and 90’s...
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