AB Inbev hails “vital” marketing role in sales bump

Anheuser-Busch InBev plans to boost marketing investment after acknowledging the “vital” role it played in lifting first-half revenues.

Stella campaign
Stella campaign

The brewer, owner of Stella Artois and Budweiser, says revenue increased 2.9% to $17.7bn (£10.7bn) in the six months to June 30, which helped swell net profit to $1.8bn (£1.08bn) compared with $1.2bn (£723m) a year earlier.

Carlos Brito, chief executive of AB Inbev, praised the “very good job” the brewer’s marketing and sales team did in growing market share.

The company says it will continue to invest “significant sales and marketing resources” in its “focus brands”, which also include Bud Light and Beck’s, adding that marketing remains “a vital driver of growth”.

Despite global gains, UK beer volumes declined 4.8% in the first half of the year “reflecting weak market conditions”.

However, the brewer hailed the continued “resurgence” of Stella Artois, which saw volumes grow 3.7%in the period.

The brand recently launched a 60s flavoured campaign for Stella in line with the 60s French Riviera theme employed in recent campaigns for its 4% variant.

The company formed last year following the merger of Budweiser-owner Anheuser-Busch and Brazilian-Belgian brewer InBev.

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