Anheuser-Busch Announces Reorganization Plans

The American brewing company has announced that it's making some reorganizational changes.

Last month, the beer giant announced that it would be splitting its high-end craft and import division into two separate business units. 

“Today’s announcement is an important step to better align our commercial structure with our new long-term business strategy, specifically as it relates to premiumization and innovation,” said Josh Gold, A-B’s senior director of corporate communications said to "Brewbound" in July. “We are encouraged by the early signs of growth that have been reported, and believe this new structure offers us the best opportunity to build on the momentum." 

Now, about a month later, the company is elaborating on its plans.

The marketing teams will be divided into five segments, including Premium & Super Premium, Core + Value, Beyond Beer, Bud Light, Michelob Ultra.

Anheuser-Busch, known as Anheuser-Busch InBev since 2008 when the company merged with the Belgian-Brazilian brewer InBev, has over 400 beer brands in its portfolio. However, it's most popular beers include Budweiser, Corona, Beck's, O'Doul's, Shock Top, and Goose Island. 

Besides reorganizing the departments, the brand is making personnel changes. The former Vice President of Marketing for Stella Artois brand, Harry Lewis will be the Vice President of "New Brands." Lara Krug, the former vice president of regional imports, will move into Lewis' previous role for Stella Artois. 

Find out what other structural changes the beverage mogul is making at "Brewbound."

Puerto Rico is Leading the Way in Adoption of the Independent Craft Brewer Seal

Puerto Rico is Leading the Way in Adoption of the Independent Craft Brewer Seal
  • What will it take for the remaining craft breweries to adopt the seal?

  • Will these efforts and technicalities benefit or hinder the growth in the craft beer segment?

It looks like the Brewers Association (BA) has been able to convince many small and independent craft breweries to adopt the Independent Craft Brewer Seal.

This many to be exact— 3,524.

This effort, of course, emerged as big beer companies, like Anheuser-Busch InBev (AB InBev), had been slowly but steadily acquiring more and more craft breweries to expand their portfolio and better capitalize on the small-batch beer consumer trend.

Foodable took interest on the subject last year and decided to compare three previously craft beer brands that were acquired by big beer companies to compare consumer sentiment before and after their buyouts. The result? The two brands that were acquired by a bigger beverage company actually had higher sentiment scores after the acquisition. This could be due to many different factors, including more resources for equipment, quality lab testing, and even marketing.

Read More

Craft Beer Acquisitions: Sellouts or Success Stories?

Craft Beer Acquisitions: Sellouts or Success Stories?

The craft beer sector has shown a steady growth despite many small and independent breweries being acquired by beer giants.

According to the Brewers Association (BA), “in 2016, craft brewers produced 24.6 million barrels, and saw a 6 percent rise in volume on a comparable base and a 10 percent increase in retail dollar value...By adding 1.4 million barrels, craft brewer growth outpaced the 1.2 million barrels lost from the craft segment, based on purchases by large brewing companies. Microbreweries and brewpubs delivered 90 percent of the craft brewer growth.”

In an effort to continue nurturing that growth, the BA decided to create an Independent Craft Brewer Seal with the reasoning that the logo would serve as a tool for craft-beer enthusiasts to distinguish if their favorite beer was made by an independent brewer or not. In order to carry the stamp, a brewery has to meet the “craft brewer definition” determined by BA.

Craft Brewer Defined by Brewers Association

  • Annual production of 6 million barrels of beer or less (approximately 3 percent of U.S. annual sales)
  • Less than 25 percent of the craft brewery is owned or controlled (or equivalent economic interest) by an alcohol industry member that is not itself a craft brewer.
  • A brewer that has a majority of its total beverage alcohol volume in beers whose flavor derives from traditional or innovative brewing ingredients and their fermentation.

Foodable has been following the growth of craft beer in the U.S. since its inception and has reported on the origins of "Beervana," what the craft beer market expectations and challenges are, and has provided a behind the scenes look into some craft beer companies through its show Beer Artisan.

Most recently, though, the debate on what it truly means to be a craft brewer and consumer sentiments towards independent brewers who have been acquired by non-craft beer businesses have sparked Foodable’s curiosity.

Enter Foodable Labs, our sister data company which has helped us compare the overall sentiment scores for three beer brands (Four Peaks Brewing, Cigar City Brewery, and Lagunitas Brewing) before and after their acquisitions.

Each beer brand was acquired by a company with more resources with goals of amplifying the beer production as well as the reach of the craft beer’s brand.

Read More