Nick Robinson joined AB InBev, brewer of Stella Artois, Budweiser and Corona, from Coca Cola in 2014, bringing with him a wealth of experience from a market that has faced growing demands for health-appropriate marketing. Understanding the shift in consumer attitudes towards low-sugar alternatives and more moderate intake, he is able to apply this knowledge to the alcohol business. AB InBev has already pledged to include nutritional information on all of its beer brands by 2017 and to ensure at least 20% of its global beer volume is alcohol-free or lower alcohol by 2020. He says his biggest challenge is “having to constantly reinvigorate and maintain relevance for large global brands in the eyes of customers in a world where consumers have more choice than ever before”.
Lightbulb moment: “While working in global roles that span many geographies I came to fully appreciate that there are actually far more commonalities between brands and consumers than there are differences. This insight has helped me draw out consistencies that are scalable to achieve the greatest impact.”