#United States Beer Market

[marksmithimarc]

The United States beer market size reached US$ 101.7 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 118.7 Billion by 2028, exhibiting a growth rate (CAGR) of 2.8% during 2023-2028. Beer refers to a fermented alcoholic beverage that is produced from malted grains, such as barley, water, hops, and yeast.

[brewscoop]

Discover how the Louisiana Craft Brewers Guild is driving the craft beer industry forward! Learn about the recent legislative efforts, the economic impact, and the passionate brewers behind this growing scene. Cheers to local craft beer! #LouisianaBeer #CraftBeerGrowth #BrewScoop

[leonstoenailunderhisbed]

American Psycho Killer

Summary: Leon S. Kennedy, a man who’s taken his duty of protection very seriously. He’ll do anything to ensure the safety of people, especially the safety of one particular girl.

Warning: stalking, murdering, mentions of planned murder, mentions of drugs and drug abuse, gore (kinda), death, masturbation (m receiving), smut, creampie, yan!leon, not proofread lol, fem reader, psychopathic.

A/N: I did my research for this as I wanted this to sound a little spooky teehee :3

[part two]

“I got you under my skin” - Mirotic, TVXQ!

Psychopath vs. Sociopath. The popular argument in between psychologists.

Leon never really cared enough to get himself checked out but there were signs. He didn’t feel empathy for others, his moves were calculated and he’s highly educated. He has a well paying career, he pretends to be this normal guy when in reality, he’s psychopathic.

What defines a psychopath apart from a sociopath? Psychopaths, at least in Leon’s case, cannot form established bonds with others. He doesn’t feel guilt or sad when he sees a person die by his hands.

His job already requires him to kill so this was an easy feat. He doesn’t care. He can’t feel anything.

He couldn’t feel anything until you came along.

Leon lived in this apartment complex just downtown of a city in the state. The apartment was big and had security cameras all around. It was well guarded and the people were kind.

When he saw the new neighbor move in, he felt weird. He narrowed his eyes as he watched you from the window of his apartment loft. He was growing suspicious at his behavior. Why did his chest feel warm? Why is his heart beating fast? Why are his hands sweating?

He didn’t know. Up to this point he didn’t feel anything but you brought something to him and it made him uneasy. So he decided to keep an eye on you.

Days passed after you moved in and you settled just fine. The old lady at the end of the hall brought you cookies, a sweet old lady. She talked to Leon a few times and he didn’t think much of her other than just as his neighbor. Nothing more.

But if you were to ask him what he thought of you? Oh boy, he thought a lot of things. Both good and bad.

Being a psychopath isn’t praised in society. Only 1% of the population is considered one and no one knew he belonged to that percentage. And he’d like to keep it that way; his excuse for his behavior was his job. He always left early in the morning and came back late at night. A manipulator and a liar is what he was, and a very good one.

He’s seen you leave your apartment from time to time. You’d take out the trash, went out with your friends- he’s seen everything you do.

Leon isn’t stupid, he’s attentive and observant. He leaves no trace behind of the murder he just committed. The male neighbor across from your door saw you one day when you walked out of your door with a short dress.

The man eye-fucked you so much he literally almost started drooling. Leon cringed and found him repulsive. How dare he look at you like you were some meat on the market?

He felt anger and disgust. No one should look at you like that. No one.

So, one summer day, he made up an excuse to visit him. Something about a water pipe connecting to his sink that didn’t make it work. Like I said, Leon is a good manipulator and a good liar. He always gets what he wants.

The male neighbor invited him in and closed the door behind him. He offered Leon a beer, to which he refused. He found liquor and other substances repulsive. He walked over to the man’s kitchen sink and began to inspect it.

He noticed the man’s sink had a garbage disposal unit. That’s pretty dangerous, he thought to himself.

He walked over to where the man was sitting. The male neighbor was sitting on his reclining couch as he watched a game with a cup of beer on the stand next to him. The neighbor was so engrossed on the football game that he didn’t notice Leon slipping something into his drink.

Leon was smart. Dangerously smart. He knew everything when it came to death- he worked in the DSO, of course he knew some things. He knew the effects of alprazolam and what it does to the brain.

So when he lied to a psychiatrist about his insomnia and got prescribed some Xanax, he crushed a high dosage into fine powder and slipped it into the man’s beer.

Stupid bastard, Leon thought to himself.

He watched as the male neighbor took a sip of his drink and Leon waited. Xanax is a powerful drug, can cause hallucinations and make your brain become a little too calm. You’re bound to fall asleep at some point. And with the amount Leon dropped into his drink, he knew he’d knock out sooner than later.

After a few minutes of “tinkering” with the man’s sink. He got up and went to check on the man again.

And sure as hell did the man find himself in a profound slumber. His snores layering with the sound of the TV.

Too easy, Leon smirked to himself. He put on some elastic gloves and made sure he wore shoes that wouldn’t leave footprints. In case things would get messy, of course.

He poured the man’s drink down the sink to get rid of the evidence. He then thought hard about how he should go about this.

There’s many different ways one can commit murder but Leon wanted the cleanest one. So he came up with one.

He brought pans to the stove and made it seem like the man was cooking something for himself. He partially cooked a stupid egg and left it there. Leon went back to where the man was sitting and dragged him out of his couch and towards the kitchen. Since this man’s place was small, the kitchen and dining area were joined together. He sat there man down on the dining table, which happened to be near the stove. He took out the man’s phone and put it in the man’s hand to make it seem like he was using it.

Leon went back to the kitchen and continued to prepare the scene. He took out bottles of alcohol the man had and poured them down the drain to make it look like he’d had a few drinks. He took a single cup from the cup rack and filled it up halfway. With the cup and bottle of whiskey in both hands, he walked back to the table where the man was sitting and laid them on the table. He took the half empty cup and smeared the man’s lip on the rim. You must cover every single detail.

He even poured a little alcohol into the man’s already parted lips. Leon walked back to the stoved and kept the gas on. Now all he needed to do was wait and let nature do its thing.

Leon walked out of his apartment, pretending to still be talking to the man since there was a camera on the corner of the hall. As the door opened, the camera couldn’t record that Leon had been talking to himself. It made the act believable.

With a smile, Leon walked back to his place and stayed there.

A few hours passed and it started to get dark outside, each resident was inside their unit and ready to go to sleep when the fire alarm began to sound. Everyone was forced to evacuate the premises as the firefighters came to the scene.

You saw as the ambulance brought out a stretcher into the building. Someone was still inside, you thought to yourself as your eyes widened and your heart rate increased. You tried to move but felt someone’s hand on your arm, it was Leon.

“Don’t. It’s too dangerous,” he replied in a serious tone as he stared at you with those cold blue eyes. You pinched your brows together. He was right. If you were to try and save the person, you’d die in the process. You nodded defeatedly and he let go of your arm. He stood there watching you- analyzing you.

You had a good heart, he thought. Too good for his liking. That made you an easy target for people and he loathed the idea of people exploiting your kindness. He vowed to protect you, to mark his hands dirty for you.

As the EMT brought back the stretcher, you could see a person lying there lifeless. All the other residents immediately started to mutter amongst themselves, some started to cry and others gasped in shock. You simply stood there, wide eyed and jaw slack. Leon’s expression remained unchanged as he watched you react to the man’s death. The man deserved it, he thought to himself.

Couldn’t you see that he was protecting you? You’ll come around eventually, he thought.

As the ambulance left the area, the firefighters started to clear the smoke as the police arrived. The police began to do their investigation as the firefighters checked the unit and deemed it good after clearing out the fire and the smoke. One police officer began to make her way to the apartment as the other stayed behind with the residents to ask questions.

Leon was a smooth talker. A trait most psychopaths had. He could get himself out of any situation and he could lie. So when the police asked him what had happened, Leon simply replied with, “I’m not sure. I went to his apartment to check his water supply as my sink stopped working and he lived next to me. I noticed he was making himself some food but I was too busy checking our pipes. He reeked of alcohol and barely spoke to me,” Leon’s tone was different. He sounded likey he spoke the truth.

You couldn’t help but listen to his words. To you, they are true. You saw him walk out of the man’s apartment.

The investigation was deemed as self-manslaughter. The police believed that the man suffered from deliberate alcohol poisoning which caused him to pass out in the process of cooking himself some food.

This made news headlines. Everyone believed the story but they thought the man was stupid enough to cook while he was drunk. Many of the residents believed it, he was a known alcoholic. Leon was never caught.

He was watching you from the window, months after the incident occurred. You had just come back from your college lecture. Leon knew. He stalked you, he followed you.

He knew your weekly routine. Monday through Thursday you had lectures. On Friday, you did work study. And the weekends were reserved for your personal time. He felt proud of you for balancing your life. You lived healthily and he couldn’t help but feel proud at your decisions. He knew you were smart enough to take care of yourself.

He knew the campus you went to, he knew the classes you were taking, he knew your major- he knew everything. But he pretended like he didn’t.

So when he saw you in the parking lot, right next to his car and you had trouble with your groceries, he couldn’t help but feel like your knight in shining armor. With his hardened expression, he asked you in his stern and serious voice, “Need some help?”

You smiled sheepishly and nodded, “Yeah… you don’t mind helping me?” You scratched your head awkwardly. On the inside, he found it adorable. But on the outside, he maintained his cool. He nodded and walked over to your car to retrieve the bags of groceries you bought. He was so strong he carried all the bags to your apartment door. You thanked him graciously and invited him inside.

“You can put them on the table, I’ll assort them,” you said as you took of your jacket and hanged it on the rack right next to the door. He nodded and walked over to the dining table, where he put all the bags with food. He took this opportunity to look around your place.

You kept it simple. It was nice, colorful, but nice. You had tons of books on your shelves, he took a mental note that you probably liked to stay indoors. He noticed the way your laptop and a few papers were scattered on the couch and coffee table, you were studious and dedicated to your education. He silently applauded you in his head. He liked that about you. You had goals and ambitions.

“Thank you, again. I owe you one,” you walked up to him and gave him a warm, genuine smile. He looked down at you and nodded again. Pretty smile, he thought to himself.

“It’s no problem, let me know if you need help with anything. I’m a couple doors away,” he replied with his usual serious tone. He remained unchanged, at least to you. To him, he felt like he about to combust into pieces. You were perfect, absolutely perfect.

Days went by and you found yourself talking to Leon more often. Or at least on the days you could. Leon was gone most of the day, he told you about his hectic work schedule and you couldn’t help but feel bad about him. So you decided to make him a small dinner with a note.

You left it on the front door of his apartment and walked back to yours. When Leon came back from work, it was 2:27 a.m. As he climbed up the steps of the stairs, he noticed something on his front door and felt slightly confused. He hasn’t ordered anything. He grew cautious and slowly approached his door. But then he saw your name on a sticky note. He quickly picked up the lunch box and walked inside his apartment.

Walking to his dining table, he read the note you left. Even your handwriting was perfect. The little swirls of the letters, almost writing in cursive made him want to keep you all to himself. He brought the piece of paper to his nose and sniffed it roughly, the paper crumbling in his hands as he could smell your scent on it. He groaned in pleasure as he could imagine your soft and small hands picking up a pen and write something just for him.

Just for him.

That thought alone almost set him off. He couldn’t eat dinner, not with the growing erection in his pants. He put the dinner you made in his freezer and quickly walked to his bedroom. He sat down on his bed and unbuckled his belt, throwing it somewhere on the floor. He pulled down his pants and boxers and watched as his cocked sprung freely, hitting his abdomen with a thwack.

His left hand held the piece of water with your handwriting and your scent while his right hand traveled to his cock. He brought the piece of paper to his nose again and closed his eyes in pure delight. Your scent was intoxicating- sweet vanilla with a hint of coffee. He grunted and moaned at the thought of your hands picking writing this note. He could picture your small hands wrapping his big cock, rubbing his base up and down as your scent infiltrated his airway.

His muscles tensed up as the thought of having you in between his legs made his cock throb. His stomach coiled as he felt himself nearing his orgasm. He could imagine your mouth sucking on his cock as he rammed his hips deeper down your throat, making you gag on him. He’d grab your hair and pull you closer to his pelvic area, having his blonde pubic hair rub against your face as you took his cock like a good girl.

He growled your name as he came in himself. White ropes shooting down at his palm as he tried to collect his cum and prevent it from staining any of his furniture. He sighed softly and laid his back on the mattress as he thought of you.

You drive him wild, he’d do anything for you. If it meant having you as his.

And that’s what drove him to kill more people. One day, he overheard you while both of you “coincidentally” went to get the mail from the lobby. You were speaking on the phone to a friend and he tried to make it seem like he wasn’t listening. But he was.

He heard you talk about how your ex is pestering you and giving you a hard time. That you cried last night because you two had an argument while he tried to get back together. His blood ran through his veins as you mentioned you cried.

He’d kill anyone who made this sweet and perfect angel cry. And that’s what his next murder was going to be. He went back to his apartment and began to stalk you again. As a government agent, he had privileges the common folk didn’t have. He was able to run a background check on you and found out your ex. To his surprise, he was your first and only relationship so far. He knew this guy probably broke your heart as your first relationship will always be your worst one.

He narrowed his eyes in anger as he found the man who broke your heart. And jotted down the information he had on him- his address, his workplace, his contact information, etc. Leon found everything thanks to his job.

When you heard news about your ex dying, you were shocked to see that he died from overdose. You’ve never known he was a drug addict, or at least that’s what Leon made it seem to be.

Leon drove all the way this man’s house and observed his routine. Your ex went to work, came back home, and went to the bar. An alcoholic, this made it easier for him.

Leon walked into the bar with his casual clothes, he spotted the man sitting on the bar counter with a drink already in his hand. He walked over and sat next to him as he ordered himself whiskey.

Your ex was already stupidly drunk, flirting up some poor girl who was just trying to talk to her friend. So he’s a creep too, he thought to himself as he took a sip his drink.

Why do you always find yourself around creepy and perverted men?

Leon looked around and made sure no one was watching him as slipped some stuff into his drink. Leon then continued to sip his drink and even chatted up the bartender.

The more your ex drank, the closer he got to an overdose. Turns out if you mix alcohol with prednisone, the effects could be fatal. Your ex would develop a liver damage that could potentially end his life if he kept drinking like he was right now.

It was getting late and Leon paid his tab. It was 11 PM and he decided he should go home. He wasn’t drunk, not yet at least. So he was perfectly capable of driving back to his apartment. But not your ex.

It was nearing closing time for the bar and the poor bartender saw your ex passed out on the counter. She didn’t know what to do but she tried waking him up.

Unresponsive. Her eyes widened slightly as she over to his side and checked for a pulse.

Flat line. She called the police and reported the death.

The police declared it suicide. They believed he voluntarily took drugs and alcohol at the same time.

In your mind, you were in denial but then you slowly began to think to yourself. He’s been acting weird and out of the ordinary when he’d talk about getting back together. It all made sense now. His aggressive behavior, his short temper… he was a drug addict and an alcoholic.

You attended the funeral, of course. And when you came back, Leon had been unlocking his door. He saw your puffy eyes as you had your heels in your hands. You looked like you’ve been crying- which you probably were. Leon paused as he stared at you, he nodded once at you, acknowledging your presence. He then spoke up in a tired voice, “Rough day?”

You nodded as you blinked slowly, “You could say that.”

He hummed in response and looked back down at his doorknob. Then he looked back to you, “Do you want to talk about it?”

Leon himself was tired as he just came back from a tough mission, but he would never be too tired for you. He pushed his exhaustion to the side and would rather take care of your needs for you.

You sighed and nodded slowly, “I could use a drink.”

He invited you over to his apartment and let you sit down on his couch as he took two glasses and one bottle of Jack. He walked over to the couch and set down the glasses and the bottle on the coffee table as he sat down next to you.

He began to pour for the both of you, not wanting you to work any more than you’ve already had.

“Cheers,” you muttered under your breath as you clanked your glass with his and chugged the liquid down your throat. The burning sensation almost making you forget about the mental strain you had.

He watched you as you set down the glass back down on the coffee table. Even in this state, you looked absolutely beautiful. He couldn’t wait to have you for himself. To prove to you that what you needed was a real man.

One thing let to another and you found yourself pinned under him on his bed. Your legs spread open as your knees rested on his shoulders. The head of his cock abusing your cervix, bruising it with brute force as he pulled out and pushed back in harshly. His balls smacking against your ass as his arms caged you under him. Your hands were on his shoulders, nails clawing deep into his flesh as the bed creaked from him pounding into you. The headboard hitting the wall behind the bed as he pulled out and forced his cock back into your tight walls. Your cunt clenching around his member as his hands gripped on your hair, forcing your head up so he could hear your stupid blabber.

He pulled out and rolled you over to your stomach. His left hand gripped on your waist as his right hand gripped the back of your neck and pushed your face down the sheets of his bed as he rammed his cock from behind you. Your ass jiggling as pounded harsher and harsher. Making sure you knew who you belonged to. He’d fuck you until you couldn’t walk.

You kept moaning his name against his pillow. Drool falling down your lips as tears rolled down your cheeks from the pleasure. You felt him even deeper from this position. His left hand gripped on your waist as it then traveled down to your ass and smacked, almost immediately seeing his hand print show in a pink and red hue on your skin. The burning sensation of the slap only made you more needy for his touch. His left hand found your hip and forced your body to clash against his as he fucked you straight to bliss.

Stars clouded your eyes as you whimpered and moaned. He cock throbbed and twitched inside of you as it stretched you. It hurt but it hurt good. His right hand gently squeezed the back of your throat, causing you to moan.

“Fuck- Leon- ‘mma cum-“ you spoke breathlessly in between moans and whimpers. He leaned down to whisper in your ear, “Cum for me,” he pressed a kiss on your shoulder blade as he felt you squirm under him. Your body convulsing as your orgasm took the best of you.

Your pussy clamped and clenched around him, wedging him with your juices. He didn’t stop, however. He kept pounding into you as the squelching sound echoed through his room.

He grunted and growled as he felt himself about to cum. He began to speed up and he let go of your neck. Now that both of his hands were on your hips, he gripped the fat of them and forced your body in and out of his cock. Bruising your cervix as your ass hit his hips. The sweat making your skin glisten under the shitty light of his room. You looked even more beautiful when he was fucking you like this.

His hot and sticky cum spurted out of his cock, coating your walls with a part of himself. In his sick and twisted mind, he branded you. He branded you with his essence and he didn’t regret it. He pulled out and heard you moan dumbly as he watched his cum slowly drip down the lips of your cunt to his bedsheet. He’d have to clean them but he didn’t care. He gave your ass a gentle squeeze as he patted your back for you to lay down. He knew you enjoyed it so much since you were on the brink of passing out.

You closed your eyes and felt as Leon cleaned you up. He took your hand and placed a gentle kiss on you knuckles. He was grateful to have you.

He wouldn’t mind killing again. Now that you were his in his mind, he’d go as far as killing every man who’s ever laid eyes on you.

For you, he’d become the world’s best serial killer.

[rjzimmerman]

Lithium-ion batteries have ruled for decades. Now they have a challenger. (Washington Post)

Excerpt from this story from the Washington Post:

After decades of lithium-ion batteries dominating the market, a new option has emerged: batteries made with sodium ions.

Scientists have been researching alternatives to lithium for years. Much of the world relies on this kind of battery, but the mining and processing of its materials can be harmful to workers, local communities and the environment.

Sodium has recently emerged as one of the more promising options, and experts say the material could be a cheaper and more environmentally friendly alternative to lithium.

In the past few years, sodium-ion battery production has increased in the United States. Last month, sodium-ion battery manufacturer Natron Energy announced it would open a “gigafactory” in North Carolina that would produce 24 gigawatt hours of batteries annually, enough energy to charge 24,000 electric vehicles.

But sodium-ion batteries are still early in their development compared with lithium-ion, and they have yet to hit the market on a massive scale.

“It’s unlikely sodium-ion could displace lithium-ion anytime soon,” said Keith Beers, polymer science and materials chemistry principal engineer at technical consultancy firm Exponent.

Here’s what to know about these batteries.

How sodium-ion batteries work

There are many types of sodium-ion batteries, but the ones that will be manufactured in North Carolina are produced in the same way as lithium-ion batteries, just with different ingredients. Instead of using expensive materials like lithium, nickel and cobalt, these will bemade of sodium, iron and manganese.

In a battery, ions move between electrodes during a charging and discharging process to generate electricity, explains Alvaro Acosta, a senior director at the solar developer Lightsource bp. In a sodium-ion battery, sodium ions carry the charge, and the negative electrode is made up of common materials like iron, carbon and nitrogen. Natron’s batteries use iron and manganese for their negative electrodes.

The biggest limitation of sodium-ion batteries is their weight. Sodium weighs nearly three times as much as lithium, and it cannot store the same amount of energy. As a result, sodium-ion batteries tend to be larger.

Jens Peters, an economics professor at the University of Alcalá in Madrid, said the energy density could be improved over time in sodium-ion batteries. But, he added, “what we found out so far in our assessments is that it is not a game changer.”

Sodium-ion batteries are touted to be the environmentally friendly alternative to their lithium-ion counterparts, thanks to their raw materials. Sodium, iron and manganese are all abundant elements on the planet, so they require less energy to extract and cost less.

“Everyone knows that lithium-ion batteries are the pulse of mobile phones, transportation,” said Yang-Kook Sun, professor of energy engineering at Hanyang University in Seoul. “The issue over lithium-ion batteries is that they use highly expensive materials like lithium, nickel and cobalt.”

[mariacallous]

On an island in the Singapore Strait, a thicket of apartment blocks peers mournfully over the sea. A corps of green-shirted gardeners dutifully tends the lawns and herbaceous borders along the roadside. A few cars slip along smooth roads to a commercial center with gleaming marble floors. Amidst the hundreds of closed shopfronts three restaurants are open—a fried chicken chain, a small café, and a gleaming and empty hot pot restaurant. Five duty-free shops are doing better business; some young men are stocking up on beer and Copper Dog whiskey at 11 a.m.

Welcome to Forest City: planned residents, 700,000; current residents, roughly 9,000. Launched in 2014 as part of China’s Belt and Road Initiative, the mega-project is headed by once-real estate giant Country Garden, a behemoth that now sits on the edge of bankruptcy.

At first glance, the project seems yet another tale of a ghost-city built on the back of a Chinese real estate bubble—and then doomed by the COVID-19 pandemic and economic slowdown. Yet Forest City’s story is also a deeply Malaysian tale, involving property-speculating sultans, nationalist politicians, and the country’s complex relationship with Beijing and its own ethnically Chinese minority.

Building a new city to lodge hundreds of thousands of residents on four new artificial islands in the Singapore Strait was always an ambitious venture. But the main market was not locals, but rather speculative buyers from the People’s Republic of China. When sales opened in December 2015, buyers flooded in, many of them buying “pre-sales” of uncompleted apartments. “You’d have buses coming over from Singapore every day filled with people who just landed,” said Tan Wee Tiam, head of research at KGV International Property Consultants. “There were over 1,000 agents in the sales hall, and it still wasn’t enough. … You felt like you were in China.”

Buyers were often looking for not a permanent residence but an investment that could also be a potential holiday home, or accommodation for children who were headed to study in Singapore. Some were reportedly even offered the opportunity to buy a flat in China and get one free in Forest City, said Christine Li, head of research in the Asia-Pacific for Knight Frank.

Yet this reliance on the Chinese buyers also left the project brutally exposed to changes in Chinese policy. The first blow came in 2017, when the Chinese government suddenly imposed capital controls preventing individuals from moving more than $50,000 out of the country annually. The minimum price of a Forest City apartment sits at around $75,000 and can be as much as $3.5 million. Then came the pandemic years which froze international travel—and stamped hard on Chinese real estate and growth.

Yet, Forest City’s staff seem to be holding out hope. Shane Lim, a hire from Singapore, showed me around and assured me that the place is working to attract buyers from across the world, including the Middle East, Indonesia, and Thailand. Still, he estimated that about 70 percent of his colleagues in the sales team are from China.

Halfway through my tour, a Malaysian man calling himself Ozzy introduced himself and his two wives. Now living in the United States, he’s searching for a place to buy in Malaysia that he can use to visit his daughter in Singapore and rent out when he’s away. Looking around, though, he’s unconvinced.

“Look at how empty this place is,” he said. “I’d only be able to rent it out for one or two months a year. … When I visited in 2018 this place was packed. Now there’s no one here. It’s like it’s haunted.” Lim stared at his shoes until Ozzy moved off. He then firmly assured me that the sales hall is busier on weekends.

A wet Wednesday afternoon might not be a peak sales period, but it is hard to escape the reality that the putative new city is barely lived in. Surveying one of the towers I descend from the 34th floor to the first, looking for signs of occupancy—a pair of shoes at the door, furniture seen through the windows that face the corridor, or even just curtains drawn over said windows. The place is eerily well maintained but empty. Just 25 of the 390 flats show any signs of current occupancy.

I met a single resident, a Malaysian Indian woman who said she lived in Forest City with her husband. Declining to give her name, she informed me a neighboring tower is busier. That would not be hard to believe. Some floors in this tower were completely empty with flats whose doors open to the touch, revealing light-filled marble interiors into which dead leaves have blown. Others had notices of a residents’ meeting dated October 2022 still taped to the door.

According to Li, there are signs that buyers may be slowly coming back. But she also suggested that Country Garden might have aimed too high, used to China’s experience of breakneck speed urbanization, supported by strong government support for infrastructure development. That policy created plenty of “ghost cities” in China itself—but until the recent real estate crisis, also huge profits.

Forest City has also suffered from being a political football since its launch, something Country Garden may well not have anticipated. “I did notice Chinese developers tend not to focus on the political climate,” Li said. “They are not used to the idea of general elections, change of government, and change of policies overnight.”

Despite its vast scale, the first time locals heard about Forest City was in 2014, when fisherman woke up one day to find barges dumping sand off the coast. Newspapers dug into the story, revealing that Country Garden’s main partner was none other than the sultan of Johor state, Ibrahim Ismail.

The tie made sense. Many businesses take on Johor royals as partners, benefiting from the influence they wield in the state. The Malaysian government is also bent on transforming southern Johor into a new economic hub, the Shenzhen to Singapore’s Hong Kong. The city was made a duty-free zone. When further investigations also revealed rushed environmental reviews, it took diplomatic protests from Singapore for the central government to intervene and ensure the proper process was followed.

However, things began to shift when the Malaysian government’s grip on power loosened. Rocked by the world’s largest corruption scandal, the China-linked 1Malaysia Development Berhad, voters turned against it. And at 93 years old, former Malaysian Prime Minister Mahathir Mohamad exited retirement to lead an opposition filled with former opponents, previously imprisoned under his watch, against a government coalition he once led for 22 years.

Forest City became one of Mahathir’s favorite targets. Inveighing against government corruption and waste, he accused the government of planning to sell out Malaysia to foreigners. Most provocatively, he claimed that the thousands of mainly Chinese buyers of Forest City apartments would be allowed to settle, become Malaysian citizens, and vote in its elections. In a country where ethnically Chinese make up 23 percent of the citizenry—and are often stereotyped as wielding undue political influence due to their wealth—the claim was explosive.

After his shock triumph in the 2018 elections, then-Prime Minister Mahathir followed through on his threats declaring that foreigners would not be allowed to buy property in Forest City. Despite legal challenges, the announcement apparently hit Forest City sales hard.

Five years and a series of dizzyingly complex political maneuvers later, the current Malaysian government is led by Prime Minister Anwar Ibrahim. His support is mainly built by ethnic minority-backed parties that triumphed in 2018. To secure his grip on power he needs two things. The first is economic growth. The second is increased support from Malay voters, to which end he has courted the sultans who act as power brokers in their states and take turns acting as Malaysia’s head of state. Perhaps none is more influential than the sultan of Johor, who started his five-year tenure in February this year.

In this context, Anwar seems to have rediscovered the charm of Chinese investment, and Forest City. He has repeatedly praised the Belt and Road Initiative, and in August last year he announced Forest City would be designated a special financial zone with residents offered multiple-entry visas, fast-track entry for those working in Singapore, and a flat income tax rate of 15 percent.

The sultan of Johor has also suggested reviving a proposed high-speed rail link between Malaysia’s capital of Kuala Lumpur and Singapore, with an extra stop at Forest City. And who knows what will happen. After, all the $10.5 billion Melaka Gateway project—launched under the Belt and Road Initiative and apparently scrapped in 2020—is also back underway, after finding new support from the state and federal governments. The developer behind the project recently acquired a major new shareholder, the sultan of Johor.

But the heyday of Chinese investment in Malaysia may well not be coming back. Ten years since China launched the Belt and Road Initiative, it has begun to pull back sharply on its overseas investments. China’s own economic slowdown and business wariness about the increasingly capricious regulatory environment is part of the story. But, the large number of projects gone sour also appears to have made Chinese investors more wary.

Meanwhile, Malaysia is struggling not to get left holding the bag. Should Country Garden go bankrupt, it’s uncertain what will happen to Forest City. At that point the Malaysian government could face the unpalatable option of a potential bailout by the Chinese government, leaving a chunk of Malaysian land in Beijing’s hands. Alternatively, it could step in itself—becoming the proud proprietor of what the developers still proclaim to be “A Prime Model for Future Cities.”

[nwbeerguide]

Maui Brewing Company raises $1.5 million for Maui wildfire relief via their Kōkua Project.

image courtesy Maui Brewing Company Press Release Kihei, Hawaii … In response to the wildfire tragedies across the island of Maui, Maui Brewing Company spearheaded the Kōkua Project, a collaborative beer effort inspired by Sierra Nevada’s Resilience project of 2018 to raise money for those in need. Translated as “extending help to others” in the Hawaiian language, the Kōkua Project was touted as “one beer, brewed by many, to support the people of Maui”. Over 700 breweries across the United States and internationally participated in the project which began in late August to raise funds for the people of Maui. While Maui Brewing Company coordinated the efforts and provided the recipe for their suggested brew, brewing material partners jumped in with support by donating the yeast, hops, malts, and more to breweries that reached out for supplies. Ongoing email marketing kept brewing participants up-to-date on recipes, participating vendors, foundation information, events, marketing assets and logos, tap handles, and merchandising kits “From New Zealand to Japan and every US state in between, the brewing community has come together in a powerful and humbling way to support the people of Maui,” said Maui Brewing Company Founder and CEO, Garrett Marrero. “As one beer, brewed by many, Kōkua supports our Maui ‘Ohana who have been affected by the tragic wildfires. We are grateful to every brewery who has participated this year.” Maui Brewing partnered with Global Empowerment Mission to facilitate the fiscal responsibilities for the Maui Brewing Company Fire Fund. While participating breweries were encouraged to send their donations to GEM, some breweries opted to donate to Hawaii Community Foundation, Makai Foundation, or other legitimate non-profit organizations including Legacy of Aloha. Legacy of Aloha benefits Maui Brewing and TS Restaurants teammates that have been displaced and lost their belongings and livelihoods. The two restaurant groups partnered for the largest impact. Across these collaborative efforts, the beer community has raised $3M for Maui’s relief efforts with $1.5M pledged through the Kōkua Project. President and CEO of Maui Brewing Co. Restaurants, Chris Thibaut sent the update, "We're stoked to share that we've hit the $1.77M mark through the Legacy of Aloha program! The amount of support and aloha our community has shown these past few months has been truly amazing. Huge Mahalo for making a real difference in the lives of our Maui 'Ohana!" The financials provided by Legacy of Aloha did not only include brewery contributions from the Kōkua Project. The Maui Brewing Company team led by Garrett Marrero have been providing ongoing support to Maui, also facilitating supply missions, collecting vital items for the survivors, and delivering emergency drinking water to communities affected by the wildfires. As a result earlier this month, the brewing trade publication Brewbound announced their Best of 2023 Award Winners. Marrero was presented with the Person of the Year Award for “exemplifying the spirit of the craft brewing industry”. Beer lovers and those looking to support Maui’s relief efforts can donate directly to the Maui Brewing Company Fire Fund online HERE. For more information, visit MauiBrewing.com or follow @MauiBrewingCo on Facebook, Instagram, and Twitter. ### About Maui Brewing Company Founded in 2005, Maui Brewing Company is Hawaii’s largest craft brewery. MBC is based on Maui, with its grid-independent production brewery, restaurant and tasting room in Kihei, as well as restaurants in Kahana (Maui), Ka'anapali (Maui), Kailua (Oahu), and Waikiki (Oahu). Maui Brewing Company is available in 26 states, 1 district, and 3 international countries with more areas to follow. … from Northwest Beer Guide - News - The Northwest Beer Guide https://bit.ly/4aFdA4p

[thepastisalreadywritten]

SEOUL, South Korea — In fried-chicken-obsessed South Korea, restaurants serving the nation's favourite fast-food dish dot every street corner.

But Kang Ji-young's establishment brings something a little different to the table: a robot is cooking the chicken.

Eaten at everything from tiny family gatherings to a 10-million-viewer live-streamed "mukbang" -- eating broadcast -- by K-pop star Jungkook of BTS fame, fried chicken is deeply embedded in South Korean culture.

Paired with cold lager and known as "chimaek" -- a portmanteau of the Korean words for chicken and beer -- it is a staple of Seoul's famed baseball-watching experience.

The domestic market -- the world's third largest, after the United States and China -- is worth about seven trillion won ($5.3 billion).

However, labour shortages are starting to bite as South Korea faces a looming demographic disaster due to having the world's lowest birth rate.

Around 54 percent of business owners in the food service sector report problems finding employees, a government survey last year found, with long hours and stressful conditions the likely culprit, according to industry research.

Korean fried chicken is brined and double-fried, which gives it its signature crispy exterior, but the process -- more elaborate than what is typically used by US fast food chains -- creates additional labour and requires extended worker proximity to hot oil.

Enter Kang, a 38-year-old entrepreneur who saw an opportunity to improve the South Korean fried chicken business model and the dish itself.

"The market is huge," Kang told AFP at her Robert Chicken franchise.

Chicken and pork cutlets are the most popular delivery orders in South Korea, and the industry could clearly benefit from more automation "to effectively address labour costs and workforce shortages," she said.

Kang's robot, composed of a simple, flexible mechanical arm, is capable of frying 100 chickens in two hours -- a task that would require around five people and several deep fryers.

But not only does the robot make chicken more efficiently -- it makes it more delicious, says Kang.

"We can now say with confidence that our robot fries better than human beings do," she said.

Investing in 'foodtech'

Already a global cultural powerhouse and major semiconductor exporter, South Korea last year announced plans to plough millions of dollars into a "foodtech" fund to help startups working on high-tech food industry solutions.

Seoul says such innovations could become a "new growth engine," arguing there is huge potential if the country's prowess in advanced robotics and AI technology could be combined with the competitiveness of Korean food classics like kimchi.

South Korea's existing foodtech industry -- including everything from next-day grocery delivery app Market Kurly to AI smart kitchens to a "vegan egg" startup -- is already worth millions, said food science professor Lee Ki-won at Seoul National University.

Even South Korea's Samsung Electronics -- one of the world's biggest tech companies -- is trying to get in on the action, recently launching Samsung Food, an AI-personalised recipe and meal-planning platform, available in eight languages.

Lee predicted South Korea's other major conglomerates are likely to follow Samsung into foodtech.

"Delivering food using electric vehicles or having robots directly provide deliveries within apartment complexes, known as 'metamobility,' could become a part of our daily lives," he said.

"I am confident that within the next 10 years, the food tech industry will transform into the leading sector in South Korea."

'Initially struggled'

Entrepreneur Kang now has 15 robot-made chicken restaurants in South Korea and one branch in Singapore.

During AFP's visit to a Seoul branch, a robot meticulously handled the frying process -- from immersing chicken in oil, flipping it for even cooking, to retrieving it at the perfect level of crispiness, as the irresistible scent of crunchy chicken wafted through the shop.

Many customers remained oblivious to the hard-working robotic cook behind their meal.

Kim Moon-jung, a 54-year-old insurance worker, said she was not sure how a robot would make the chicken differently from a human "but one thing is certain -- it tastes delicious."

The robot can monitor oil temperature and oxidation levels in real time while it fries chicken, ensuring consistent taste and superior hygiene.

When Kang first started her business, she "initially struggled" to see why anyone would use robots rather than human chefs.

"But after developing these technologies, I've come to realise that from a customer's perspective, they're able to enjoy food that is not only cleaner but also tastier," she told AFP.

Her next venture is a tip-free bar in Koreatown in New York City, where the cocktails will feature Korea's soju rice wine and will be made by robots.

Entrepreneur aims to improve South Korea's dish using robot

11 September 2023

[lexibranding]

Corona - Class #2

In class, we learned about how branding strategy is the management of cognitive associations and about the need to consistently check in with customers as the brand is co-owned. I think this case illustrates differences in how effectively Corona and Heineken managed their cognitive associates and relationship with their customers. Corona is positioned as the underdog of the case, but it seems like they have a stronger brand presence than Heineken.

Modelo and the Corona product have been consistent over time. The product has always been brewed in Mexico and the majority voting rights remained in the hands of Mexican families even after AB acquired an economic interest. Similarly, when they decided to export Corona to the U.S., they decided to market it as a premium imported beer with the “Fun, Sun and Beach” image, eliciting associations of being on vacation, laid back, relaxing and letting loose. Their two distributors stuck with this image and Model reserved the right to approve advertising content, ensuring there was consistency. The collaboration between Modelo and their distributors also helped their strategic positioning in terms of pricing and added to consumer trust. Even today, over 30 years after the content of this case, the brand associations with Corona are still the same and positioned at a similar price as Heineken (~$27.99 / 24 bottles).

On the other hand, the case portrays Heineken as losing its way. Heineken wanted their associations to be primarily with product quality, which was portrayed in their campaigns like “Just being the best is enough.” However, they were not in touch with the consumer and assumed they were doing everything correctly. Additionally, there was tension between Heineken and the distributor and when sales started declining, the company we quick to ditch their marketing strategy. They tried multiple different leadership teams, marketing firms and campaigns. Their strategic process appears to be chaotic and it makes sense why they were losing market share.

According to Statista, now Modelo and Corona are the top two imported beers sold in the U.S., with Heineken now being third. https://www.statista.com/statistics/188728/top-imported-beer-brands-in-the-united-states/

[hflorencesblog]

Corona

Corona is in a great position to overtake Heineken as the #1 beer importer in the United States. In border states and with younger beer drinkers, Corona is excelling largely from a rise in the areas' Hispanic population as well as the affinity of Americans for the "Made in Mexico" brand. However, to overtake Heineken in the U.S. market, Corona needs to implement a new regionally focused marketing strategy to capture significant market share in the midwest region. Instead of catering to affluent or high-end customers, Corona should focus more on blue collar workers in the midwest. Therefore, a shift from "Fun, Sun, and Beach" toward a more gritty, working man's beer campaign would attract clientele.

Additionally, Corona should place greater focus on partnering with sports stadiums, concert venues, and festivals. Not only does this increase Corona imports for each event, it's branding itself as aligned with the interest of the audience which increases consumers affinity to Corona post-event.

Corona is in an advantageous position. They have a strong brand amongst existing customers and are increasing their U.S. imports. Comparatively, Heineken, although still #1, is lagging. Their marketing strategy has hurt their brand and people's preferences are shifting toward other beers. Corona will likely eventually overtake Heineken if they remain on the same course. However, to ensure they overtake and do so more expeditiously, they must implement regional marketing strategies and focus on event/corporate sales.

[shinjiro-honda]

Corona Beer

The story of how Corona became the second-most imported beer in the United States is a remarkable one in the vast beer industry landscape. This journey was marked by bold strategies, insightful decisions, and the iconic lime twist.

Grupo Modelo, the powerhouse behind Corona, embarked on an ambitious journey since its inception in 1925, which propelled it to the forefront of the Mexican beer market by 1956. Yet, the real test of its mettle came with its entry into the U.S. market, where it faced stiff competition from established names like Heineken. Corona's approach in the U.S. was both novel and intelligent.

When Grupo Modelo began organizing exports to the U.S. in 1979, its strategy was bold. It positioned Corona as a premium beer, a stark contrast to its domestic image. This strategy and the engaging “Fun Sun Beach” marketing theme redefined Corona's brand identity, associating it with leisure and enjoyment.

A distinctive aspect of Corona's branding strategy in the U.S. was its unique packaging. The clear, long-neck bottles with a minimalist label design made Corona visually appealing and stand out. Adding a lime wedge became a signature and an experience, weaving Corona into the fabric of social gatherings and beach escapades.

However, the journey was challenging. Corona had to demonstrate resilience from legal battles over its brand name to dispelling damaging rumors. Its unwavering commitment to its Mexican brewing roots and the maintenance of an authentic image were strategic moves that helped it navigate these challenges. By prioritizing quality and making the lime garnish an integral part of its brand, Corona transformed obstacles into opportunities to captivate more fans.

Marketing was a pivotal element in Corona's success story. The advertisements, with their laid-back vibe and picturesque beach scenes, resonated with individuals seeking an escape. Corona transcended its role as a mere beer to become a symbol of leisure and escapism.

Reflecting on the first lecture on Tuesday, I found profound connections to Corona's exceptional journey in the U.S. The lecture's insights on branding as a dynamic relationship and promise, beyond just a trademark, offered me a deeper understanding of Corona's lime wedge as an add-on and a ritual that encourages consumer participation in the brand experience.

The discussions on the complexities of branding and the crucial role of customer experience (CX) in delivering a consistent brand promise were eye-opening. Observing how Corona's strategies, from its unique packaging to its focus on quality, culminating in a CX that epitomizes leisure and escapism highlighted the intricate details of crafting a cohesive brand experience.

[luisegc9]

Corona: The Taste of Authenticity

In the minds of consumers, the Heineken and Corona brands create distinctive cognitive associations that define their market positions and illuminate their growth potential within the US market. Heineken is often associated with tradition and quality stemming from its long history as a top-selling imported beer brand in the United States. On the other hand, Corona is perceived as a more laid-back, fun, and beach-oriented brand, embodying a sense of relaxation and enjoyment. These differing brand perceptions cater to different consumer preferences and lifestyles.

Corona has gained a competitive advantage by staying true to its authentic Mexican roots and consistently delivering a brand image that resonates with consumers seeking a carefree and enjoyable experience. Additionally, the growing Hispanic population in the US has helped increase its penetration in the US market. The advertising campaigns for Corona have played a crucial role in reinforcing this brand identity. From the "Fun, Sun, Beach" theme to the "Change your Latitude" campaign, Corona's advertisements have consistently portrayed a beach environment, simplicity, and a sense of escapism, aligning perfectly with the brand's positioning as a refreshing and easy-going beer choice. By maintaining a consistent message, coupled with a fair pricing strategy that reflects the brand's essence, Corona has successfully differentiated itself in the market and built a strong emotional connection with consumers who appreciate its genuine appeal.

These unique branding choices may be key to enabling Corona to ascend to the position of the number one imported beer in the US market and abroad, and even to effectively compete with locally preferred beers.

[gerardoguerraq]

Corona Beer

This case study has captivated me, particularly due to the surprising impact of Corona's marketing and pricing strategies in the competitive US market.

The difference in pricing strategies between Mexico and the US for Corona is particularly striking. While Corona is perceived as a standard beer in Mexico, it successfully positioned itself as a premium product in the United States and around the world, commanding prices on par with Heineken and other brands. This achievement was largely attributed to Corona's astute marketing campaigns, which emphasized stress relief, simplicity in packaging, and distinctive taste, differentiating it from domestic competitors.

However, Corona faced significant setbacks, notably false rumors about contamination and calorie content, which led to a substantial 42% decline in US sales from 1988 to 1991. In a strategic move in 1990, Corona chose not to pass on the increase in Federal Excise Tax (FET) to consumers. This decision helped to restore the brand's reputation for quality and repositioning it in the market.

The Corona Beer case offers valuable insights into the dynamic interplay of marketing, pricing strategies, and brand perception in the fiercely competitive beer industry. As someone rooted in Monterrey, Mexico, it's inspiring to see how Corona, a company based in Mexico, navigated the challenges of the market.

[ingridglitz]

Thoughts on the U.S. Beer Market

I think that both Heineken and Corona are still not seen as “mainstream” beers in the United States. For instance, if one were to throw a wedding reception or graduation party, it would be much more likely to see Budweiser, Busch, or Miller being offered to the guests. It is interesting that, while I think both Heineken and Corona are not considered mainstream beers in the U.S., these two beers fit into their own unique separate categories in consumers’ minds. Heineken is usually seen as a heavier, more complex beer, often more associated with colder weather, while Corona is frequently described as a “lighter” beer to be enjoyed in warm summer months.

As mentioned in the case, I worry that the “Fun, Sun, Beach” approach used by Corona’s marketing team might limit the expansion of this beer in the U.S. market. First, several regions of the United States experience cold weather for most of the year. By focusing on the “Fun, Sun, Beach” marketing strategy, Corona is limiting the appeal that its product may have on a large portion of the U.S. market. For instance, the case mentioned that Wisconsin is one of the largest beer markets in the U.S., and I don’t see “Fun, Sun, Beach” as an appealing tagline for this state. Thus, a specific marketing campaign for each region of the United States considering the local characteristics of each area may be more successful in the country. Second, I sadly worry that a recent anti-Latin American sentiment in the United States related to American immigration policies may impact Corona’s success in the country if the beer is seen as largely connected to Mexico. I believe a large portion of the U.S. market may prioritize drinking “Made in U.S.A.” beers, and it would be interesting to conduct research to evaluate if such sentiment may impact Corona’s success in the U.S. In fact, Corona's decision in 2022 to become the official beer of the MLB may have been influenced by a desire to be seen as an "American beer" among its consumers.

Finally, it is interesting to observe how a company’s marketing strategy changes from country to country. Growing up in Brazil, Heineken has historically been more prevalent in the local beer market, but Corona’s consumption grew substantially in the past ten years. I believe in Brazil there is also a gender-separation associated with both Heineken and Corona. Heineken is often seen as a manly beer, while Corona would commonly be more associated with a lighter beer for female consumers. I understand the “Fun, Sun, Beach” approach continues to be the main marketing strategy in Brazil, which makes a lot of sense considering Brazil doesn’t have cold winter months and a large portion of the population gets to spend time outside throughout the year.

[gracedonahoe]

Modelo: Becoming a Market Leader in Imported Beer

Modelo had become the market leader in the beer industry in its native Mexico already by 1956; however, extending this success to other foreign markets posed a new challenge for the company. The below sections indicate how Modelo achieved success in being one of the top importers of beers in each of the markets that it entered.

Strategic Choice of Countries and Cities to Target: When deciding which countries to export to, Modelo looked to three measures: 1. total beer consumption in that country, 2. share of beer imports, and 3. existence of a Mexican food retail market. This ensured that the country would be a good fit for the Modelo brand before even entering the market.

Selecting Good Importers: The next strategic advantage that Modelo had was choosing the right importers of their beer. As the case mentioned, "selecting a good importer is like choosing a good host family to send your children overseas". These importers bought the beer from Modelo at the point of origin, handling shipping and import of the beer and managing distribution within the country. The importers also handled their own advertising, which Modelo financed half of and received approval over. This guaranteed consistency in advertising message.

Brand Positioning: The next step that set Modelo apart was its brand positioning in its advertising. The company emphasized that its beers were of foreign origin, and 100% made in Mexico, foreign origin. This was at a time when the consumption of experimental and foreign beers was increasing, and a potential sign of status. As a result, Modelo's beers were priced at a premium in the U.S. and other markets. Their advertisements focused on the theme of pleasant times spent in Mexico to reinforce this positioning.

Identifying their Target Audience: Finally, Modelo did a good job of identifying and catering to its target audience. When they started to import to the United States, they began with cities bordering Mexico and specifically honed in on those that had high university populations (San Diego, Austin, etc). This aligns with market research indicating that imported beer drinkers were more often younger, more affluent, and having a higher level of education. Starting with these cities then made it easier to branch out to other cities of the United States once they had established a presence. Research had indicated that these foreign beers were more often consumed on-premise rather than off, so promotions focused on on-premise consumption in restaurants, bars, and discos.

The combination of the above factors, as well as operational execution, allowed Modelo to become a top contender in beer imports in each of the markets that it entered.

[elbiotipo]

I'm going to host a Cyberpunk RPG through polls. Fuck you.

"CIUDAD CAPITAL - ARGENTINA - MERCOSUR

The images of the great corporate towers all over the country, with the fake smiles of actors playing the part of employees, flash through the bar screen. President Cavallo, that bald fuck, smiles smugly in the screen. "This is what we can accomplish, united in freedom, freedom of wealth. And we can accomplish more. Together." He's no doubt gonna win his fourth term. The screen flashes CAVALLO/MASLATÓN 2023. It then returns to the Independiente-San Lorenzo match. No goals yet. What a slog.

You look at your warm beer and half-eaten milanesa sandwich. Perhaps the last luxury you will afford for a long, long time. You aren't one of those smiling faces. You got fired not long ago. With only 1000 pesos-reais in your wallet, that's not gonna last long.

You need a job.

But in this city, that's easily said than done. The feudal megacorpos and the corrupt state institutions don't take you in unless you have the proper connections, you can't build your own business (so much for the free market), and forget about social security, that was abolished long ago.

Surely there's alternatives...

But what were you before you got fired?"

[coherentmarketinsights]

Golden Grains: The Flourishing Barley Industry in Latin America

Barley Production in Latin America History and Development of Barley Farming Barley has a long history of cultivation in Latin America, dating back to periods of colonial rule when European settlers first brought the crop to the region. Initially barley was mainly grown for livestock feed, as many areas were well suited to pasture-based animal agriculture. Over time barley began to be used more for human consumption as well, as brewing industries developed and barley emerged as a popular ingredient in beers, spirits and foods throughout Latin America. Early barley varieties cultivated in Latin America were often six-row types common to Europe at the time. However, farmers eventually began selecting strains better adapted to local growing conditions like heat, drought and diseases. Two-row varieties in particular proved hardier and yielded more consistently than six-row types. By the late 19th century, improved two-row varieties from Canada and other parts of North America were being introduced and adopted across much of Latin America. Major Barley Producing Nations Argentina is currently the largest barley producer in Latin America, growing over 4 million tons annually on over 1.5 million harvested hectares. The vast Pampas region is highly conducive to barley with fertile soils and a climate resembling the Mediterranean. Nearly all Argentine barley is malting quality, destined for use in beer. Mexico is also a substantial barley grower, producing around 650,000 tons per year. The high plains and valleys of Northern Mexico near the U.S. border have semi-arid conditions well suited to barley. Much Mexican barley goes to domestic breweries and distilleries. Other significant barley growing nations in Latin America include Chile, which harvests around 300,000 tons from its central valley regions, as well as Colombia, Ecuador, Peru and Venezuela, each producing 50,000-150,000 tons annually focused on regional malting and brewing needs. Varieties, Production Practices and Yields The vast majority of barley grown in Latin America is spring-planted, as winter temperatures remain above freezing across much of the region. Common varieties include MCC and INTA which have shown good disease resistance, yield potential and malting qualities in Argentina. In Mexico popular varieties include Baguette, Nevada and Antelope due to adaptability in the arid north. Standard barley production practices in Latin America incorporate tillage, seed treatments, fertilization and weed/pest control as needed. Irrigation is important in many areas to ensure adequate moisture during critical growth stages like flowering and grain fill. With modern hybrids and optimal conditions, average barley yields in Latin America range from 2.5-4 tons per hectare, comparable to yields in other major barley growing regions worldwide. End Uses and Markets By far the largest portion of barley grown in Latin America, around 80-90%, is utilized for malt in beer production. Leading brewing companies sourcing Latin American barley include Anheuser-Busch InBev, Heineken, Grupo Modelo and Quilmes. The remainder of barley production is often sold as livestock feed, particularly in Argentina which has a large animal agriculture sector. Growing export markets for Latin American malting barley include Mexico shipping to the United States under NAFTA, and Argentina exporting to Asia as well as major maltsters in Europe and North America. Regional trade also exists, such as Chile exporting to breweries in other South American nations. With steady yield gains and quality improvements, Latin America's barley industry continues to expand avenues for trade on the global stage. Future Prospects and Challenges Nonetheless, further increases in barley yields will depend on ongoing varietal improvement, adequate irrigation infrastructure and climate change adaptation. Rising temperatures and variable rainfall bring risks of drought stress and disease pressures. Water scarcity and competition from other crops also pose threats.