by Kyle Swartz

The global drinks giant continues to evolve with consumer taste with new releases . These include trendy options such as ready-to-drink cocktails and zero-ABV alternatives .

At the same time , Anheuser-Busch has a stable of name-brand products that continue to hold up as classics with immense consumer loyalty . How does the company balance these different aims so efficiently ?

We recently spoke with Colleen Kelly , AB vice president of trade marketing & industry relations , to learn more .

Cheers : What new product launches succeeded for AB in the past year ? Colleen Kelly : We are committed to bringing innovative products and solutions to meet consumer needs . A great example of that is launching Nutrl in the U . S . It ’ s the # 1 canned cocktail in Canada , and through our partnership we were able to bring it with speed to the U . S ., and provide differentiated products like our Lemonade and Cranberry variety packs .

As consumer needs have evolved , alcohol has evolved as well , thus increasing the variety and complexity across categories and segments . In fact , since 2017 , more than 5,000 innovations have launched . This has brought an enormous amount of complexity to the alcohol category , and the path forward will require a much more strategic approach to growth .

CH : How does AB see the overall status of the beer industry ? CK : The beer category is big . It is profitable . And it is growing . The category is also inherently inclusive .

Beer is a great equalizer , and has the highest penetration of any alcohol category . It ’ s a category that is accessible to all consumers of legal drinking age , across genders , geographies and socioeconomic groups .

It ’ s easy to forget with the complexity of the category , but is worth noting : Beer is inherently natural . Beer is made through the simple and natural process of brewing a few quality ingredients with high quality water .

Those ingredients are grown locally by local farmers . Which brings me to my next point : Beer is fundamentally local . It is brewed locally , and is often a major part of local communities and economies . Anheuser-Busch operates more than 120 facilities across the U . S ., including breweries , wholesaler distribution centers , agricultural facilities and packaging plants . We have more than 19,000 colleagues in the U . S .

If we take a step back , and look at Total Alcohol , we can definitively say that Total Alcohol is a critical driver of CPG Growth . It is one of the largest CPG categories , sized at $ 67 billion , and it has delivered $ 9.3 billion in growth over the past three years .

Beer ’ s role in alcohol growth cannot be overlooked : Over the past four years , beer has climbed 23 %, bringing the total value of the category to $ 44.35 billion .

CH : What consumer trends helped drive growth ? And what trends are coming next ? CK : First , there is a push towards beverages and brands that make moments more special . Second , there is an enduring place for brands that offer affordability and efficiency .

Third , consumers seek to live a healthier lifestyle with beverages that have less of what they don ’ t want , and more of what they do want . Finally , there is an ongoing flavor exploration trend from a variety of new on-trend beverages to meet the needs of all occasions .

We continue to bring brands to market and invest in our existing portfolio to meet evolving consumer needs . Busch Light has been around since 1989 , but continues to perform well as a trusted brand that provides value to its consumer .

CH : What else is next for AB in the year ahead ? CK : As the world ’ s leading brewer , we are always looking to serve up new ways to meet life ’ s moments , dream big to move our industry forward and make a meaningful impact in the world . We are committed to building a future that everyone can celebrate and everyone can share .

We continue to see strong consumer demand for our portfolio and a resilient beer category as we navigate a dynamic environment

We will continue to bring products to market that meet evolving tastes and occasions . Our portfolio is a point of differentiation and strength as our high-quality products are there for our consumers at every occasion and across different price points .

2022

16 • Winter 2022 www . cheersonline . com