There were multiple governance structures used by firms to distribute alcoholic beverages from the beginning of the twentieth century until the present day. At different times some were more important than others. Using four periods – 1900–1960; 1961–1970; 1971–1990; 1991–2000, 2001–2005 – Table A6.1 summarizes which were the largest alcoholic beverages firms in the world, the predominant geographical scope of their operations and the main governance structures used for distributing alcoholic beverages. When a particular type of governance structure is very common in a specific period, it is represented by (++), when it is common but not a predominant governance structure, it is symbolized by a (+), and when it is not used it is classified with a (0). The bottom row in the table highlights the main types of governance structures used by the world's largest firms in each of the five periods.

The period 1900–1960 is included in this analysis to help explain the rapid pace of change that occurred in international distribution from the 1960s. The benchmark dates used (1960, 1970, 1990, 2000) correspond to periods of change. In each of these periods there were important technological innovations and changes in the strategic role of brands in the growth of firms globally.

Figure a6.1 positions the alternatives means of distribution of alcoholic beverages from 1900 to 2005 along two axes. The vertical axis takes into consideration the level of control of the markets and of the information by the firm.