Can you still offer diversity with economic concentration? While the beer industry has experienced a real upsurge in recent years (with microbreweries, local brewers, independent shops), manufacturers never stop fighting to stay on top. On 13 October 2015, SABMiller, once an industry leader, accepted a takeover offer from leading brand AB InBev worth €96 billion, having previously refused four similar offers. The merger of the two giants brought more than 500 individual brands together under one roof creating a 30% market share: Budweiser, Corona, Stella Artois, Beck’s, Hoegaarden, Jupiler, Leffe, Löwenbräu, Foster’s… best to stick to those names, rather than asking for “half an AB InBev”?