Discover the new Anheuser-Busch logo | Ad age

0

Beyond beer

The update comes as the 170-year-old brewer continues to shift its business model from low-cost economy beers to more premium products that include several non-beer offerings such as hard seltzers, wine and spirits. ready to use. drink low or non-alcoholic beverages and beverages. The company’s so-called Beyond Beer portfolio has accounted for more than $1 billion in revenue over the past three years, according to the company. The unit is home to brands such as Cutwater Spirits and Kombrewcha, which is a line of hard kombucha.

The changes beyond traditional beer come as drinkers, especially those in younger generations, crave more variety. This has led to a blurring of lines in the beverage industry as spirits companies, beer makers and soda distributors push beyond their traditional boundaries to play in each other’s turf.

AB InBev’s competitor Molson Coors went so far as to adopt a new corporate name in 2020 – Molson Coors Beverage Company – which reflects its broader reach beyond beer. In July 2021, Molson eliminated 11 budget beer brands by devoting more resources to products such as ZOA, a non-alcoholic energy drink it markets with Dwayne “The Rock” Johnson.

Although Anheuser-Busch’s new logo opts for an upscale look with the gold hue, the color is also meant to nod to the historic and ongoing importance of beer in its portfolio. The gold “reflects the golden hue of beer and barley, the cornerstones of Anheuser-Busch’s business,” according to the company’s statement.

Subscribe to Ad Age now for the latest industry news and analysis.

Share.

About Author

Comments are closed.