Anheuser-Busch CMO breaks down how Bud Light and Budweiser are facing ‘brutal facts’ as millennials ditch beer (Excerpt)

Source: https://www.businessinsider.com/

Kate Taylor 

February 27, 2019

The beer industry is working to revive sales as millennials and Gen Z ditch brews.

Anheuser-Busch InBev US CMO Marcel Marcondes broke down some “brutal facts” in a recent interview with Business Insider.

“Evolution never stops,” Marcondes said. “And there will always be a new generation looking for different things and asking for more and we need to adapt to them.”

Here’s what Marcondes has to say on the future of beer, Bud Light’s Super Bowl campaign, and AB InBev’s exploration of other categories beyond beer.

It’s a brutal time in the beer business.

Sales are falling. Some of the most iconic brands are struggling. And, as millennials have cut beer out of their consumption habits, Gen Z is threatening to avoid drinking altogether.

Anheuser-Busch InBev, the company behind some of the biggest names in beer, is ready to go on the attack to resurrect the industry.

“We’re changing,” AB InBev’s US CMO Marcel Marcondes told Business Insider. “We acknowledge as the leading brewer in this industry, we need to act as a leader and we need to take the category to a better place. … We always say we should face brutal facts everyday.”

In an interview with Business Insider last week, Marcondes explained the reasoning behind Bud Light’s Super Bowl ad and delved into AB InBev’s larger strategy to revive beer sales in 2019.

“Evolution never stops,” Marcondes said. “And there will always be a new generation looking for different things and asking for more and we need to adapt to them.”

Here’s what Marcondes has to say on the future of beer, Bud Light’s Super Bowl campaign, and AB InBev’s exploration of other categories beyond beer.

This interview has been edited for length and clarity.

https://www.businessinsider.com/bud-light-budweiser-plan-future-anheuser-busch-cmo-2019-2