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Global Giants and Local Stars: How Changes in Brand Ownership Affect Competition

Author

Listed:
  • Vanessa Alviarez
  • Keith Head
  • Thierry Mayer

Abstract

Large beer and spirits makers expanded abroad mainly by acquiring local brands. Exploiting market share data in 76 countries and changes in brand ownership from 2007 to 2018, we estimate that owners matter little for brand performance, except via a negative consumer response to foreign ownership. Counterfactuals indicate that market power increases were large enough to yield higher profits for most mergers without relying on fixed-cost savings. Emulating procompetition policies used by the United States and European Union could have saved South American consumers up to 18 percent. US beer prices would be 3–4 percent higher without DOJ-enforced divestitures.

Suggested Citation

  • Vanessa Alviarez & Keith Head & Thierry Mayer, 2025. "Global Giants and Local Stars: How Changes in Brand Ownership Affect Competition," American Economic Journal: Microeconomics, American Economic Association, vol. 17(1), pages 389-434, February.
    • Handle: RePEc:aea:aejmic:v:17:y:2025:i:1:p:389-434
    DOI: 10.1257/mic.20210244
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    More about this item

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • G34 - Financial Economics - - Corporate Finance and Governance - - - Mergers; Acquisitions; Restructuring; Corporate Governance
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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