beginning of the integration of both breweries. With the reputation of Budvars beer as being one of the best beers around the world, will enable AB to gain market share from the premium imports market in its national country and around the globe.Basis for recommendationThe joint venture will allow both companies to join forces and conquer the market. The combination of a large company like AB and the prestige and finesse of a small one like Budvar will allow them to be successful in different markets. ABs competition will have to face a company with the taste of a homemade beer, but the capital of the biggest brewery of the world.RisksThe European market can see this venture as degrading to Budvars beer and they may look at it as Budvars beer becoming like the American one, of lower grade, and therefore losing its prestigious place in the European market. Cutting back on sales in this market. AB and Budvars management may never agree or settle their differences. Competitors may try to convince the public that Budvars beer lowered its standards....
