USA: AB InBev splits up High End Beer Division

AB InBev has reorganized its High End Beer Division and split up responsibilities for the craft and the import beer segment. The import brands Stella Artois, Hoegaarden, Estrella Jalisco, Franziskaner, and Beck’s as well as Shock Top are now managed by Anheuser Busch’s core sales and marketing teams under the supervision of  Brendan Whitworth, the company’s vice president of sales, and Marcel Marcondes, vice president of marketing.

The craft beer division, which includes companies like 10 Barrel Brewing, Blue Point Brewing, Breckenridge Brewery, Devils Backbone Brewing, Elysian Brewing, Four Peaks Brewing, Golden Road Brewing, Goose Island Beer, Karbach Brewing, Veza Sur Brewing, Virtue Cider and Wicked Weed Brewing will remain with Felipe Szpigel, former preside of president of the High End Beer Division whose title will change to president of craft.

“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,” AB InBev said in a statement on Tuesday.

In September last year, the company announced to lay off 380 employees, which was 90% of its High End Beer Division sales force and Alex Medicis, Vice President of Sales for AB InBev North America, said the company was “rethinking the business model surrounding the High End, centering more on efficiency.” (inside.beer, 7.9.2017)

 

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