AB InBev To Focus On Younger Customers To Revive Budweiser Sales In The U.S.

Anheuser-Busch InBev is the world’s largest brewer, with over 200 beer brands in its portfolio, none bigger than its flagship American beer, Budweiser.

The global beer brand formed 9.2% of the group’s net volumes last year, with approximately half of the volumes sold in the U.S. itself. Amid economic volatility in the domestic market during the recession, Budweiser’s overall volume sales slowed down, which was made worse by health concerns that further dragged down beer consumption in the U.S.

Budweiser returned to growth in 2010 after years of decline, and has improved volume sales every year since. However, this is mainly due to high demand for the beer brand in international markets such as China, Brazil, and Russia. Budweiser’s global volumes rose 6.4% year-over-year last year, but as has been happening for more than a decade, the drink lost both volume and value share in the U.S. AB InBev is now aiming to rev up sales of Budweiser in the domestic market by targeting younger customers (ages 21 to 27), 44% of whom haven’t tried a Budweiser, according to the company.

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