Concentration in the Belgian brewing Industry and the Breakthrough of Lager in the interwar years pptx

Concentration in the Belgian brewing Industry and the
Breakthrough of Lager in the interwar years


by



Peter VAN DER HALLEN



Economic History


Center for Economic Studies
Discussions Paper Series (DPS) 07.28



October 2007
1
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 ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ Ȭȱ ǰȱ ȱ ¢ȱ
ȱ ȱ ȱ ȱ ȱ Ȃȱ ¢ǯȱ ȱ ȱ ȱ  ȱȱ
ȱ ȱ ȱ ǰȱ  ¢ȱ ȱ ȱ ȱ ǭ ȱ ǰȱ ȱ
ǯȱ ȱȱȱȱȱ¢ǰȱ ȱȱȱȱ¢ȱ

 ȱ ȱ ¢ȱ  ȱ ȱ ǰȱ ¢ȱ ȱ ¡ȱ ȱ ¢ȱ Ȃȱ
ǯȱȱ

* T h e a u th o r g ra te fu lly a c k n o w le d g e s th e fin a n c ia l s u p p o rt o f F W O -F la n d e rs , G e rb e n B a k k e r fo r
p u ttin g h im o n th e rig h t tra c k , a n d th e h e lp fu l re m a rk s o f th e p a rtic ip a n ts o f th e ‘E c o n o m ic h is to ry
w o rk s h o p ’ in L e u v e n 16 .0 4.20 0 7 , in p a rtic u la r E rik B u y s t, P a tric k V a n C a y s e e le , J o S w in n e n a n d
Y v e s S e g e rs .
1
S e e : S U T T O N , J ., Sunk Costs and Market Structure: Price Competition, A dv ertising , and th e
E v olution of Concentration, C a m b rid g e , 19 9 1 a n d S U T T O N , J ., T ech nolog y and Market Structure,
C a m b rid g e , 19 9 8 .
2
C f in fra , p . 3.
3
B A K K E R , G ., ‘T h e d e c lin e a n d fa ll o f th e E u ro p e a n film in d u s try : s u n k c o s ts , m a rk e t s iz e , a n d
m a rk e t s tru c tu re , 18 9 0 -19 27 ’ E conomic H istory R ev iew , 5 8 -2 (20 0 5 ), p . 310 -35 1.
4
B A IN , J .S ., B arriers to new Competition, C a m b rid g e , 19 5 6 .
2
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ȱǻŗşŞŝǼȱȱ

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LEFEBVRE, W.; SEGERS, Y., ‘Industrialisering op het platteland. D e coö peratieve zuivelnijverheid
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LAND UYT, G., ‘D e Voedingsnijverheid’ in BAETENS, R., Industrië le revoluties in de provincie
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12
BROUWER, M., ‘The European Beer industry; Concentration and competition’ in: DE JONG, H.W.
(ed.), The Structure of European Industry, The Hague, 1981, p.39-57.
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LINTSEN, H.W. (ed.), Geschiedenis van de techniek in Nederland. De wording van een moderne
samenleving, 1800-1890., Zutphen, 1993.; GREER, D., ‘Product Differentiation and Concentration in
the Brewing Industry’, The Journal of Industrial Economics, 19-3 (1971), p. 201-219.; HOELEN, H.,
De economische problematiek van de biermarkt, in het bijzonder in Nederland, Amsterdam, 1961.;
STACK, M., ‘Local and regional brewers in America’s brewing industry, 1865-1920’ Business History
review, 74-3 (2000), p. 435-463; HOROWITZ, I.; HOROWITZ, A.R.; ‘Firms in a Declining Market:
The Brewing Case’ The Journal of Industrial Economics, 13-2 (1965), p.129-153.; DONNACHIE, I., A
history of the brewing industry in Scotland, Edingburgh, 1979.
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ȱȱȱȱȱȱ¢ȱȱȱǰȱȱȱȱ¢ȱ
ȱ¡¢ȱȱǯȱȱȱȱȱ¡ȱȱȱȱȱ
¢ȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ
ȱǯȱ
ǰȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ

ȱȱ¡¢ȱȱ¢ȱǯȱȱȱȱȱȱȱȱ

14
SUTTON, J., Technology and Market Structure, Cambridge, 1998, p. 490.
15
Cf infra p. 3.
16
BRESNAHAN, T.F., ‘Sutton’s Sunk Costs and Market Structure: Price Competition, Advertising,
and the Evolution of Concentration, The Rand J ournal of Economics, 23-1 (1992), 140.
5
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ǯȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ
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ȱȱȱȱȱȱȱȱȱȱǰȱȱȱ
ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȬȬȱ
ȱȱǯȱȱ
¢ȱ ȱ ȱ ȱ ȱ Ȭȱ ǯȱ ȱ ȱ ȱ ȱ ȱ
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ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ǰȱ ȱ
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ǯȱ

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ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭ¢ȱ
ȱ ȱ ȱ ȱ ȱ ¡ȱ ȱ ȱ ȱ ȱ ¢ȱ ǯȱ
¢ȱȱȱȱȱȱȱȱȱȱȱȱ

17
A Nash eq uilibrium is one of the basic concepts of game theory whereas a balance between strategies
forms if none of the players has an incentive (no gains will be made) to change his strategy unilaterally.
When this condition is met a stable situation, which is called an eq uilibrium, arises. This is a
configuration that allows no profitable deviation.
18
BAKKER, G., ‘The decline and fall of the European film industry: sunk costs, market size, and
market structure, 1890-1927’ Economic History Review, 58-2 (2005), p. 319.
19
SUTTON, J., Technology and Market Structure, Cambridge, 1998, p. 10.

20
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 45
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21
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 47.
22
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 308.
23
VAN CAYSEELE, P.J.G., ‘Market structure and innovation: A survey of the last twenty years’ De
Economist, 146 (1998), p. 408.
24
BAKKER, G., ‘The decline and fall of the European film industry: sunk costs, market size, and
market structure, 1890-1927’ Economic History Review, 58-2 (2005), p. 319.
7
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25
SUTTON, J., Technology and Market Structure, Cambridge, 1998, p. 17.
26
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 309.
27
BAKKER, G., ‘The decline and fall of the European film industry: sunk costs, market size, and
market structure, 1890-1927’ Economic History Review, 58-2 (2005), p. 310-351.
8
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ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ¢ǯȱ

28
CORBIAU, J.; VAN CAUWENBERGHE, P., ‘Dé veloppement de la brasserie belge depuis son
dé but jusqu’à nos jours’ in: Centenaire de l’Association des Ingénieurs sortis de l’Ecole de Liè ge.
Congres. Section Alimentation, p. 14.
29
HOELEN, H., De economische problematiek van de biermarkt, in het bijz onder in Nederland,

Amsterdam, 1961, p.36.
30
PEUMANS, H., ‘de Evolutie der Belgische Brouwindustrie’, Economische Tijdingen van de
K redietbank, 3 (1938), p. 97.
31
For the composition of ex penditures on beverages in Belgium: SEGERS, Y., Economische groei en
levensstandaard, Leuven, 2003, p. 240.
32
Law ‘Van de Velde’ JANSEN, A.C.M., Bier in Nederland en België: een geografie van de smaak.,
Utrecht, 1987, p. 63.
33
CBB.
9
Graph 1: Beer production and Breweries (1900-1940)
0
2 000
4 000
6 000
8 000
1 0000
1 2 000
1 4 000
1 6 000
1 8 000
2 0000
1 9 00
1 9 05
1 9 1 0
1 9 1 5
1 9 2 0

1 9 2 5
1 9 3 0
1 9 3 5
Beer production/100 hL
0
5 00
1 000
1 5 00
2 000
2 5 00
3 000
3 5 00
4 000
Breweries
B e e r
p ro d u c tio n
B re w e rie s
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ȱ ȱ ȱ ȱ ¡ǰȱ ȱ ¢ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ
ǯȱȱȱȱȱȱ ȱȱȱǰȱȱ
ȱȱȱǯȱȱȱǰȱȱȱȬ¢ȱǰȱ¢ȱ
ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ

34
Confederation of Belgian breweries
35
MOMMENS, T., De Belgische voedingsnijverheid tijdens de negentiende eeuw. 1. De bier- en
jeneverindustrie (1810-19 13 ). 2. De margarineindustrie (189 0-19 13 ), unpublished paper CES, Leuven,
1993, p. 4. and BAETENS, R., ‘Bierbrouwerijen en stokerijen’ in: Industriële revoluties in de
provincie Antwerpen, Antwerpen, 1984, p. 105.
10
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ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ 
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ȱȱȱȱȱȱȱȱȱȱȱȱȱ
ȱȱȱȱȱȱǯȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǯȱ ȱ
ȱȱȱȱȱȱȱřŚƖ ȱȱřŘŗŚȱȱŗşŗřȱȱŘŗŖşȱȱ
ŗşŗşǯȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ¢ȱ ȱ ¢ȱ
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ȱ¢ȱȱȱȱȬȱȱȱȱȱ¢ȱȱȱ
ŗşŘŖǰȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱǯȱ
ȱȱȱ¢ȱȱǯȱ¢ȱȱȱ
ȱȱȱȱȱȬȱǯȱ

36
HOROWITZ, I.; HOROWITZ, A.R.; ‘Firms in a Declining Market: The Brewing Case’ The Journal
of Industrial Economics, 13-2 (1965), p.133.
37
PATROONS, W., Alles over Belgisch bier., Antwerpen, 1984, p. 15.
11
Graph 2: Concentration ratio (1/N) 1850-1980
0,0001
0,001
0,01
0,1

1
1850
1860
187 0
1880
1890
1900
1910
1920
1930
1940
1950
1960
197 0
1980
1/N
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ȱ ȱ ¢ȱ ȱ ǯȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ Ȭȱ ǯȱ
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ȱǰȱȱȱȱȱ¢ȱȱǯȱ
Ȭȱ¢ȱȱȱȱȱȱǰȱȱŜǚȱȱşǚȱǰȱ
ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ

38
Saccharromyces Cerevisae
39
Saccharomyces Uvarum
40
VERHELST, L., ‘Fermentation haute et fermentation basse.’, Bulletin trimestriel de l’Association
des anciens élèves de l’Ecole supérieure de brasserie de l’ université de Louvain, 24-2 (1924), p. 68.
13

¢ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ¢ȱ ǰȱ ȱ
ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ
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41
SCHIPPERS, H., ‘Bier’ in: LINTSEN, H.W. (ed.), Geschiedenis van de techniek in Nederland. De
wording van een moderne samenleving, 1800-1890., Zutphen, 1993, p. 198-199.
42
JANSEN, A.C.M., Bier in Nederland en België: een geografie van de smaak., Utrecht, 1987, p. 20.
43
JANSEN, A.C.M., Bier in Nederland en België: een geografie van de smaak., Utrecht, 1987, p. 33-
34. and SIGSWORTH, E.M., ‘Science and the Brewing Industry, 1850-1900’, The economic History
review, 17-3 (1965), p. 542.
44
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 519.
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ȱ¢ȱȱȱȱȱȬȱȱȱ¢ȱȱ
ǯȱȱȱȱȱȱȱȬȱ ȱ

45
VAN UYTVEN, R., ‘Brouwers en drinkers’ in: VAN ERMEN, E. (ed.), Waar is de tijd? 2000 jaar
Leuven en Oost-Brabant., Zwolle, 2000, p. 45.
46
HET BROUWERSBLAD, 33 (1925), p. 314.
15
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ȱȱǯȱȱ¢ȱȱȱȱȬȱȱȱȱ¢Ȭȱ

47
SCHIPPERS, H., ‘Bier’ in: LINTSEN, H.W. (ed.), Geschiedenis van de techniek in Nederland. De
wording van een moderne samenleving, 1800-1890., Zutphen, 1993, p. 192.
48
HET BROUWERSBLAD, 35 (1927), p.1043.
“ la biè re de fermentation haute, quand elle est bien à point n’est nullement inférieure à la basse; tous
les amateurs de bonne biè re s’accordent sur ce point; et cependant la haute recule de plus en plus
devant la basse dans presque tous les pays. Pourquoi? Parce que la basse est un produit plus régulier et

par conséquent plus commerç able. Q uand le client demande un bock, soit à Namur soit à Bruges; soit
en mars soit en septembre; il sait ce qu’il recevra.”
49
HET BROUWERSBLAD, 34 (1926), p. 892.
50
SCHIPPERS, H., ‘Bier’ in: LINTSEN, H.W. (ed.), Geschiedenis van de techniek in Nederland. De
wording van een moderne samenleving, 1800-1890., Zutphen, 1993, p 192.
16
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HET BROUWERSBLAD, 101 (1993), p.30.
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HET BROUWERSBLAD, 35 (1927), p. 82-83.
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ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ¢ȱ ȱ ¢ȱ

53
MERTENS, A., ‘Où en sommes nous? L’évolution économique et technique de la brasserie belge’
Bulletin trimestriel de l’Association des anciens élèves de l’Ecole supérieure de brasserie de l’
université de Louvain, 26-3 (1926), p.159.
54
HET BROUWERSBLAD, 36 (1928), p. 334.
55
HET BROUWERSBLAD, 36 (1928), p. 334
56
HET BROUWERSBLAD, 35 (1927), p. 1170.
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ȱȱȱȱȱȱȱȱ¢ȱ¢ȱȱȱȱȬǯȱ
¢ȱȱȱȬȱȱȱȱȱ¡ȱ¢ǯȱȱ

57
MERTENS, A., ‘Où en sommes nous? L’évolution économique et technique de la brasserie belge’
Bulletin trimestriel de l’Association des anciens élèves de l’Ecole supérieure de brasserie de l’
université de Louvain, 26-3 (1926), p.167-173.
58
VERHELST, L., ‘Fermentation haute et fermentation basse.’, Bulletin trimestriel de l’Association des
anciens élèves de l’Ecole supérieure de brasserie de l’ université de Louvain, 24-2 (1924), p.68.
59
HET BROUWERSBLAD, 34 (1926), p. 260, 312.
60
HET BROUWERSBLAD, 35 (1927), p. 1720.
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ȱ ȱ ȱ ȱ ȱ ǰȱ ¢ȱ ¡ȱ ȱ ¢ǰȱ ȱ ȱ ȱ

61
VAN CRIEKINGE, H., ‘Les industries alimentaires belges et le tabac en 1936’ Bulletin trimestriel
de l’Association des anciens élèves de l’Ecole supérieure de brasserie de l’ université de Louvain, 37-2
(1937), p.97.
62
HET BROUWERSBLAD, 33 (1925), p. 314.

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HOROWITZ, I.; HOROWITZ, A.R.; ‘Firms in a Declining Market: The Brewing Case’ The Journal
of Industrial Economics, 13-2 (1965), p.129-153.; BROUWER, M., ‘The European Beer industry;
Concentration and competition’ in: DE JONG, H.W.(ed.), The Structure of European Industry, The
Hague, 1981, p.39-57.
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ȱ ȱ ȱ ȱ ¡ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ
ȱ 
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ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ Ȭȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ
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ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ¢ȱ Ȃȱ ȱ ȱ
ȱ¡ǯȱȱȱȱ¡ȱȱȱȱȱȱȱȱǯǯǯȱ
¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¡ȱ ¢ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ǯȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
¢ȱȱȱȱȱȱȱȱȱȱȱȱȱ

64
GREER, D., ‘Product Differentiation and Concentration in the Brewing Industry’, The Journal of
Industrial Economics, 19-3 (1971), p. 206.; PELES, Y., ‘Economies of scale in advertising beer and
cigarettes’, The Journal of Business, 44-1 (1971), p. 32.
65
JANSEN, A.C.M., Bier in Nederland en België: een geografie van de smaak., Utrecht, 1987, p.215-
216.
21
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ȱȱȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ǰȱ
ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱ
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ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
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ȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱ
ȱȱǰȱ¢ȱȱȱȱ¢ȱȱǯȱȱ
ȱ ŗşřřȱ ȱ ¢ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱ ȱ
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ȱȱ ǯȱȱȱȱ ǰȱ ȱ
ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ
ȱ ȱ ȱ ȱ ȱ ¢ȱ ǯȱ ȱ ȱ ¡ȱ ȱ
ȱ ȱ ¢ȱ ȱ ȱ ȱ ¢ȱ ȱ ǯȱ ȱ
¡ȱ ȱ ǰȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ
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¢ȱ ȱ ȱ ȱ Ȭȱ ¢ǯȱ ȱ ȱ ȱ ȱ

ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ
ȱȱȱȱȱȱȱȱȱȱȱȱ¢ȱ
ȱȱȱȱȱȱȱȱȱȱȱ¡ȱȱȱǯȱȱ

66
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 285-304.
67
STACK, M., ‘Local and regional brewers in America’s brewing industry, 1865-1920’ Business
History review, 74-3 (2000), p. 435-463.
68
SUTTON, J., Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of
Concentration, Cambridge, 1991, p. 22-23.
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ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱ
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69
VAN OTTERLOO, A.H., ‘Prelude op de consumptiemaatschappij in voor-en tegenspoed 1920-
1960’ in: LINTSEN, H.W. (ed.), Geschiedenis van de techniek in Nederland. De wording van een
moderne samenleving, 1800-1890., Zutphen, 1993, p. 269.
23
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70
CORBIAU, J.; VAN CAUWENBERGHE, P., ‘Développement de la brasserie belge depuis son
début jusqu’à nos jours’ in: Centenaire de l’Association des Ingénieurs sortis de l’Ecole de Liège.
Congres. Section Alimentation, p.8. and BROUWERSBLAD, 38 (1929), p 834.
71
GREGOIRE, J.M., Autosnelwegen in België: ontstaan en verwezenlijking, Brussel, 1985.
72
HET BROUWERSBLAD, 38 (1929), p. 834.
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73
HET BROUWERSBLAD, 34 (1926), p. 652.
74
SCHROEVEN, C., Consumer expenditure in interwar Belgium 1920-1939: The reconstruction of a
database., Leuven, 1994, p.93.