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‘Help create experiences’: Anheuser-Busch vp of beyond beer on finding new ways to grow brands

Digiday 23 Dec 2020 05:01
December 23, 2020 by Kristina Monllos

Hard seltzer broke big in the summer of 2019, but Anheuser-Busch is continuing to find new ways to keep the beverage top of mind. One strategy is to release new brands and flavors, which is exactly what the company will do early next year with a new agave hard seltzer, Cacti, in partnership with rapper Travis Scott.

Figuring out new ways to continue the growth of hard seltzer is part of the remit for Lana Buchanan, vp of beyond beer at Anheuser-Busch. Buchanan joined Anheuser-Busch last November from Campari, joining to help grow the beyond beer category, which was created in 2018 and includes hard seltzers, wine and spirits, traditional malt-based beverages and low-to-no alcohol drinks. It’s unclear how large the category is as a representative for Anheuser-Busch did not immediately respond to a follow up question, however finding new beverages and trends to tap into is part of the company’s overall growth strategy. Digiday caught up with Buchanan to ask what she’s thinking about growth for the not-bear categories, why the media spend for new brands is nearly all digital — and how she’s thinking about the Super Bowl.

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AnheuserBuschTravis ScottLanaBuchananBuchanan
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