2021 GROWTH

BRANDS BEER

Our 2021 Beer Growth Brands Supplier of the Year is Anheuser-Busch . This global company won the honor for its bevy of brands named by our retail readers as leading business catalysts within the beer category . For a deeper dive into how Anheuser-Busch continues to excel — particularly in a time period afflicted by a pandemic — we recently spoke with CMO Marcel Marcondes .

Anheuser-Busch CMO Marcel Marcondes .

BD : Why did Anheuser-Busch do so well in the past year ? Marcel Marcondes : There ’ s no doubt this past year has tested us all in many ways . By supporting our people partners , and communities , and by staying flexible to quickly adjust to the changing environment , we were able to deliver strong results in 2020 and H1 2021 . And when it comes to our marketing efforts , we are always playing a game of relevance , treating consumers like humans instead of like ‘ targets ’.

We put people at the center of everything we do . We used creativity and innovation to be part of the conversation with our consumers , and to deliver products that they really want , as opposed to trying to convince them to adjust to what we make . And we are all about taking actions that add value to people ’ s lives , instead of just putting out brand messages .

BD : What products drove sales ? MM : In 2020 , we delivered 24 % of the beer industry top line growth and were the number one brewer in contribution to industry growth according to IRI . And , our seltzer portfolio grew 313 %, outpacing the seltzer industry by 2x . In fact , Bud Light Seltzer was recognized by IRI as its number-one New Product Pacesetter in the entire food and beverage category for 2020 , the first time that an alcohol brand earned the top spot . On top of that , Michelob ULTRA was once again the second-highest selling beer by volume in the U . S . after Bud Light . And through Q2 2021 , A-B continues to be the number-one innovation brewer by volume for the fourth year in a row , and has seven of the top 15 innovations so far this year .

Also , through Q2 2021 , A-B holds the number one YTD Beer Innovation with the Michelob ULTRA Organic Variety Pack ( Pure Gold & Infusions ). Lastly , A-B is growing 2.7x the growth of the total seltzer segment through Q2 .”

BD : What marketing drove consumer interest ? MM : Throughout 2020 , we ensured that our brands took action to add value and bring joy . Michelob Ultra launched NBA Courtside and brought fans inside the NBA ’ s bubble virtually . Bud Light created e-gaming tournaments on Twitch , becoming the platform ’ s

number one brand channel . Natural Light hosted a virtual commencement ceremony . Stella Artois debuted live-streamed cooking demonstrations . Busch even brought us Dog Brew , the first-ever ‘ beer ’ for dogs .

Plus , we never stopped innovating , debuting new products like CACTI Agave Spike Seltzer in partnership with Travis Scott , and Bud Light ’ s Ugly Sweater Pack , which created a whole new seltzer season . Always with a focus on listening to our consumers , and bringing them products and campaigns we knew they would love .

BD : What ' s next in the year ahead ? MM : This past year we learned to be flexible , agile , how to build culture and drive results in a fluid working environment , and how to get even closer to consumers . I really believe that if we take this opportunity to learn from the past year , we will come back stronger as marketers .

At Anheuser-Busch , we want to lead the industry and dream big to create a world with more cheers . We ’ ve been through a lot this year , so the biggest opportunity in the year ahead is to make everything count . Because we don ’ t want to just get back to ‘ normal .’ We want to get better .

BD : Any noteworthy new products or marketing ? MM : This year alone we have launched Bud Light Seltzer Lemonade , CACTI Agave Spiked Seltzer , Michelob Ultra Organic Seltzer , Bud Light Seltzer Retro Summer Variety Pack , Cutwater Spirits Frozen Margarita Pops and Natural Light Flavored Vodka .

When you are obsessed with consumer centricity like we are , you are relentlessly focused on developing new products that meet consumers ’ evolving needs , behaviors and occasions . Innovation is at the core of everything we do at A-B , and our marketing strategy is rooted in a deep understanding of the trends fueling shifts in consumer tastes and demands . So you can count on us to continue to lead the industry in innovation , and continue to raise the bar when it comes to new products and campaigns in 2021 and beyond . BD

16 Beverage Dynamics • September / October 2021 www . beveragedynamics . com