The beer market is known to be «the world’s largest selling alcoholic beverage». Beer is the most consumed alcoholic beverage compared to wine, spirits and other alcoholic beverages. Looking back to 2007, the value of global beer consumption was approximately EUR 112 billion. The beer industry used to be dominated by local breweries, but over the last century it has become international and has grown from a domestic market to a global market industry. The process of internationalization has continued until now, and the concentration of the beer market, i.e. «the extent to which a few companies provide a major part of the industry’s total output», is influenced by mergers or shake-ups between specific beer companies, microbreweries out. The beer market can often be described as an oligopolistic market, as a few dominant companies hold large market shares and create huge barriers to entry. So, one may doubt the nature of the beer market competitiveness. Production is concentrated in the hands of a few large breweries, and horizontal mergers result in a concentrated market. Also, when companies get suppliers and retailers, a high level of vertical integration occurs, resulting in very similar product mixes. The competition isn’t about price, it’s about advertising, promotions, style, and more. Barriers to entry are high because large breweries have built and experienced customer loyalty. Finally, beer companies tend to diversify into other industries such as dining or leisure to expand their strategic options. Beer markets can be specified from product and geographic dimensions. The ease of substitution between products (beer brands) determines the ease of substitution between products (beer brands), products in the same market are close substitutes, while products outside the market are very imperfect substitutes in the internal market, product-market substitution depends on product characteristics, such as alcohol content and Type of beer (lager, premium, stout, etc.). From a beer geographic perspective, the beer market is generally considered to be national. Popular types of beer are large worldwide. Beer consumption is influenced by a variety of factors; consumer demand for beer is influenced by specific beer prices, alternative and supplement prices, consumer income and product characteristics. The likelihood of becoming addicted to beer also has an impact on demand. Many studies have shown that demand for beer is a good indicator of price changes, and that consumer incomes have little impact on demand. When demographics are considered, men tend to drink beer more than women, and 18-44 year olds are more likely to find beer popular than those 45+. Generally speaking, beer is often drunk among a group of friends or other social groups who like to drink the same style of beer. This is likely to influence individual preferences and cause peer effects. Furthermore, consumption depends not only on the individual himself, but also on the social context in which the product is consumed, especially by whom. As a result, consumers may change preferences due to human contact with friends, peers, family members or others. Omit preferences and their potential changes, beer is an interesting example. Experience and past consumption are very important aspects here, as consumers’ psychological choices determine preferences along with others’ consumption behavior and availability. Interesting research, conducted with international students, showed that the most important reasons for changes in beer consumption habits were taste change (29%), peer influence (24%), availability (31%), price (10%) and others (6 %) .