AB InBev advances global business, introduces new brand identity
By Zion Rufus
Advancing its global business with a new purpose and strategy, world’s largest brewer, AB InBev has unveiled a new visual brand identity which further backs its quest.
According to AB InBev, the new visual brand identity, which connects with its new purpose and evolved strategy, better expresses what the company stands for, as well as where it wants to go.
Commenting on the new visual brand identity, Richard Oppy, Global Vice President, Global Brands at AB InBev said: “Its look is equal parts inspiration and aspiration–it respects our heritage while looking forward. This simple and modern design better connects with the spirit of optimism, ambition and celebration that comes with our new purpose of dreaming big to create a future with more cheers.”
Designed by global consultancy— Prophet, the new design features some key elements including a new gold color that captures the company’s optimistic outlook and mirrors the golden hue of beer and barley, the cornerstones of AB InBev’s business; a new refined wordmark that modernizes the company’s expression and connotes its forward momentum as a company and a business.
In 2021, the brewery giant announced the launch of a unique purpose and winning business strategy central to its continued success in a bid to better position the company to lead category growth.
AB InBev CEO, Michel Doukeris stated: “We’re reimagining what a beer company can be. As we welcomed new leadership, we reflected on who we are, why we exist and where we’re going. I am energized by this new Purpose. It represents what our company and our colleagues around the world can make possible. It enables us to unlock, harness and realign our existing infrastructure and assets to take us to more innovation, more sustainability, more occasions, and more value for all.”
The new Global Purpose tagged “We Dream Big to Create a Future with More Cheers” is an evolved strategy which aims to transform the business from a category leader to leading category growth, focusing on the long-term and grounded in a consumer-first mindset.
The Company shared in a release: “We aim to unlock value from our existing assets and expand our addressable market through the digitization and monetization of our ecosystem. We have built a vibrant ecosystem with more than 200 breweries, an unparalleled distribution route to market that enables us to reach more than 2 billion consumers and 6 million customers, generating over 10 million weekly transactions. Through our platforms such as BEES, direct-to-consumer e-commerce solutions, and biotech, including EverGrain and BioBrew, we have opportunities to accelerate our growth and build on our unique ecosystem.”
The evolved strategy which aims to transform the business also involves leading and growing the beer category, digitizing and monetizing its ecosystem, and an optimized move to apply strong financial discipline and thoughtful resource allocation to drive superior value creation.
RECOMMENDED ARTICLES
Comment
No comments found.