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Tech. Q. Master Brew. Assoc. Am., January/February/March 1968, 5(1), 21-28 English  |  VIEW ARTICLE
The brewing industry - A revolution in growth

P. C. Katz

Abstract
Analysis of the vital factors to be considered by the brewing industry in preparing its production and marketing techniques for future growth is made. The utility of present and future data and their practical applications are considered. Included in the data analysis is a consideration of the formation and changes in beer drinking habits and attitudes as well as deterrents to the increased consumption of malt beverages. These factors are analyzed in terms of demographic characteristics, including regional differences, with emphasis on their significance for future industry growth and progress.