Belgian-based InBev, for example, has experienced a reverse takeover by Brazilian-based AmBev. Heineken has engaged with Carlsberg in a break-up of Scottish and Newcastle. South African Breweries has, of course, got together with the US' second largest brewer, Miller, and latterly Molson Coors. The driving force behind this activity has not only been economy of scale, but a scramble, directly and indirectly, for the only real growth markets – developing countries. All this has left A-B floundering. Its mild, slightly insipid-tasting brands – rather like Hershey's chocolate – suit American palettes just fine but experience trouble in travelling abroad. The UK, where Bud – despite long penetration and substantial spend and distribution – is still a fairly minor player, is a case in point. Appearing to realise that organic expansion overseas was a forlorn hope, A-B has latterly been linked as a bit- part player in the international takeover drama.