AB InBev owns brands like Stella Artois and Budweiser making it one of the biggest brewers in the world, but the company is increasingly looking to categories outside beer to “stretch” growth.
The two businesses have described the partnership as “unprecedented” in terms of the global reach and scale of activations.
Corona Island, a private destination off the coast of Colombia, is now available for visitors to book, bringing to life the beer brand’s “natural” ethos.
The Stella Artois owner sees its marketing spend working “much harder” after deciding to focus investment on its “megabrands”.
Two of the world’s biggest brewers saw volumes fall in their third quarters, as they faced tough consumer sentiment in many markets.
Consistent marketing investment is a “priority” for AB InBev as it focuses on investing for “the long-term” following the Bud Light backlash.
Agencies have a 50/50 responsibility to co-own the route to “greatness”, says global CMO Marcel Marcondes.
AB InBev posted higher revenues but lower volumes in Q1 2024, as the Bud Light backlash continues to constrain growth.
AB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
American beer brand Michelob was the winner at last night’s Super Bowl, according to System1, with its sunny beach ad starring the world’s most famous footballer.
As category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
AB InBev becomes the first beer business to achieve top-level sponsorship of the Olympics, in a partnership that will be led by the non-alcoholic Corona Cero brand.
The ad has the potential to kick-start sales for the AB InBev-owned beer brand following the backlash it received after partnering with transgender model Dylan Mulvaney.
AB InBev outperformed analysts’ expectations but was weighed down by a 14.1% decline in volume sales in the US, with its CEO saying consumers want “beer without the debate”.
Bud Light’s brand health plummeted following the controversy surrounding its partnership with a transgender influencer, with consumers across the board now looking at the brand unfavourably.