AB Inbev adopts a more tightly focused approach on its sponsorship strategy in view of rising cost of sponsoring major events. As Eelco van der Noll, the company's Vice President/Experiential Marketing, reported at a conference, the world largest brewer wants to go for „fewer, bigger, bolder”, meaning concentrating sponsoring efforts on fewer events with a bigger impact with a bolder appearance. Rather than just displaying only brand names and logos, AB Inbev wants to create unique experiences and content streams.
"We need partnerships. We need experiences. We need to enhance the fan and consumer experience, and for us to sell more beer," said van der Noll.
AB Inbev has grouped their product portfolio according to importance of brands. The so called Focus Brands, include three global brands (Budweiser, Corona, Stella Artois), three international brands (Beck’s, Leffe, Hoegaarden), and 15 ‘local champions’ (Bud Light, Michelob Ultra, Skol, Brahma, Antarctica, Quilmes, Jupiler, Victoria, Modelo Especial, Klinskoye, Sibirskaya Korona, Chernigivske, Harbin, Sedrin, Cass). The Focus Brands are the brands most promoted and will receive the lion's share of the sponsoring budget.
AB Inbev goes for „fewer, bigger, bolder”
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