© Reuters. FILE PHOTO: A employee inspects beer fermentation vats at Anheuser-Busch InBev brewery in Leuven, Belgium November 25, 2019. Picture taken November 25, 2019. REUTERS/Francois Lenoir/File Photo
LONDON (Reuters) – Anheuser-Busch InBev has elevated its low calorie lager Michelob Ultra to the standing of “global brand”, in accordance with an investor presentation held on Tuesday, positioning it to raised compete with Dutch rival Heineken (AS:).
The world’s largest brewer beforehand bestowed that title on simply three of its biggest-hitting labels, Budweiser, Corona and Stella Artois, as just lately as Aug. 3. But presentation slides on Tuesday included Michelob Ultra, already a giant hit within the U.S., within the group.
Chief Marketing Officer Marcel Marcondes added throughout the presentation that the corporate now sees Corona as its “leading horse” globally. Alcohol-free model, Corona Cero, in the meantime, can be its primary focus within the no-alcohol class.
The strikes see AB InBev squaring up with rival Heineken, whose new light beer Heineken Silver is seeking to win share in within the important U.S. market, and whose Heineken 0.0% is the worldwide market share chief within the no-alcohol class.
Light beers, which include fewer energy and carbohydrates, are gaining traction as shoppers develop into more and more well being acutely aware. AB InBev’s Bud Light beforehand dominated the class within the U.S., however misplaced its high spot following a backlash from conservatives over a social media promotion with transgender influencer Dylan Mulvaney.
“Michelob Ultra is obviously a top priority for us. This brand has a unique positioning in consumers’ minds, we have a proven success case and clear headroom for growth in the U.S. and beyond,” Kyle Norrington, U.S. Chief Commercial Officer stated, with different audio system flagging the model’s potential in markets like China.
Corona, in the meantime, has led progress and nonetheless has a “long runway” to go, Marcondes continued. Brian Perkins, the corporate’s West Europe President, added that the corporate would focus on Corona Cero as its primary international no alcohol beer proposition.
It additionally provides alternatives in markets with out large consuming populations, comparable to Saudi Arabia, the place Perkins stated the model will quickly be launched.
