“The story of Beck's is quite unusual. Normally you start your factory around selling your beer and your brand. Beck's was invented only for exporting,”
“We [benefit] from our heritage and from the strong quality of the product itself. I think this is one of the strongest edges we have. Another one is the distinction in product packaging and in labeling the brand and the image around the brand,”
“Its success is going to hinge on whether we are the motor or the trailer. If we're the motor, I think it can work out well even though we had our reservations about it at first.”
