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The initial reports detailing Belgian-Brazilian brewing giant InBev's interest in buying Anheuser-Busch — maker of Budweiser and Bud Light, America's favorite beers — triggered a paroxysm in St. Louis, the company's headquarters. State politicians said it was inconceivable and unacceptable that avaricious foreigners would take over an iconic brewer that they didn't properly appreciate.

In recent days, however, the takeover was completed — with little hullabaloo beyond Missouri.

It is possible this muted reaction was because Americans were distracted by gasoline prices or the presidential campaign. But perhaps even after years of protectionist demagoguery from the likes of CNN's Lou Dobbs and former presidential contender John Edwards, the public understands that the world has an almost entirely globalized economy, which will only grow more interconnected.
And so most Americans saw the InBev takeover as just another headline.

The notion that Anheuser-Busch is some corporate innocent facing rough, unfair treatment is ludicrous. Maureen Ogle, the author of "Ambitious Brew: The Story of American Beer," noted that the brewer was relentless in building market share throughout the 20th century, undercutting and eventually killing hundreds of regional brewers. Now it has ended up being taken over by an even more aggressive firm.

Whether InBev ends up trimming Anheuser-Busch's less-popular product lines or not, however, the takeover ultimately won't mean much to U.S. beer drinkers. Thanks to the rise of craft brewers such as Samuel Adams and the increasing availability of exotic imports, they have more options then ever — even as larger brewers keep consolidating.

The bottom line: The InBev deal should be seen as no big deal. And that's just what the public appears to be doing.

REPRINTED FROM THE SAN DIEGO UNION-TRIBUNE.

DISTRIBUTED BY CREATORS SYNDICATE, INC.




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Originally Published on Thursday July 17, 2008


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