Life in the Fast Lane, 1945–1971
Although Artois and Piedboeuf were relatively spared by the bombings of the Second World War, both breweries had to struggle with a very difficult economic environment in the immediate post-war years. Due to massive investment, organizational capabilities, and clear-sighted management, they were able to overcome the scarcity of raw materials, increasing state regulations, and sluggish consumption. They entered the following decades with a common drive for expansion, diversification, and internationalization. While Artois became the largest European beer producer at the end of the 1960s, Piedboeuf experienced a staggering performance by reaching the second national position. Despite their different production levels, the breweries showed growing signs of convergence. The nature of their managerial culture and the form of their structure, however, were still very distinct and had to face several phases of readjustment to cope with their respective strategy.