Market Watch, April 2016
TAPPING CRAFTTAPPING INTO CRAFTAnheuser Busch A B InBev wants to transform every day into Black Friday for the nations beer retailers Andy Goeler vice president of marketing at the brewing companys High End division points to the hoopla that surrounds the release of Goose Island Bourbon County stout on the day after Thanksgiving every year Its pretty amazing he says of the thousands of craft beer fans who line up outside retail stores to purchase the limited barrel aged brew That beer drives people into retail accounts on what has traditionally been a slow day and those customers walk out with purchases of other beers and snacks as well The goal of creating more such beer buying occa sions is one motive behind A B InBevs expansion into the craft beer space in recent years which has included the acquisition of eight craft breweries over the past four years Our core mission is very simple To excite the world with exceptional beer experiences anytime anywhere says Goeler a 36 year A B InBev veteran As the industry has evolved and consumers have become more inter ested in variety we want to bring more great beer to more consumers Based at the Goose Island brewery in Chicago the High End division has quickly become a force in craft beer Goeler estimates that the combined volume of the units seven U S breweries the eighth is in London lands A B InBev among the top 10 craft beer producers in the country Sister divisions at the High End oversee A B InBevs imported beers and the Shock Top brand Goose Lays Golden EggA B InBev acquired Goose Island Brewing Co in 2011 and Goeler acknowledges that the move didnt receive unanimous support from consumers and the trade Many voiced concerns that cost cutting tactics would undermine the beers quality as well as the craft brewerys culture But none of that has happened Goeler says We partner with a craft brewery because of what they create the culture the team the beers he argues Were very careful that they continue to operate their compa nies and were there to help enable them and give them access to the A B InBev system Rather than looking to cut costs or change recipes he says We ask How many more pieces of equipment do you need or Would you like to go to Belgium to visit the brewing team over there Since acquiring Goose Island A B InBev has rolled out its beers nationally and has begun producing the brands labels at some of its larger breweries The flagship Goose Island IPA has bene fitted Goeler says its now one of the top five IPAs in the country And while increasing supply 70 MARKET WATCH MARKETWATCHMAG COM APRIL 2016Anheuser Busch InBevs new High End Division brings craft beer to the masses By Terri AllanMW0416_
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