AB InBev has a new global purpose and strategy that is designed to better position the beverage giant’s purpose and category growth.
The company has said that the new purpose reimagines “what a beer company” can be – “We Dream Big to Create a Future with More Cheers.” The company aims to be more consumer-centric to help drive growth.
“Dreaming big is a core part of what it means to work at AB InBev,” said Richard Oppy, vice president global brands, AB InBev. “Looking back at our history, our growth and achievements have always started out as impossible dreams, like becoming the biggest brewer in the world, and then finding owners with the passion and focus to make those dreams happen. Today, the world faces new challenges that require dreaming bigger than ever. When we think about the role that beer plays in people’s life, there’s no better dream than for a future with more cheers. A future with more connections with people we love. A future with more opportunities for our communities. A future with more innovation to solve for people’s evolving needs. A future with more care for our planet and for one another.”
The new logo represents the different aspects of ABInBev’s purpose coming together, Oppy explained. “We first developed the symbol by tracing the shape of glasses coming together to say Cheers,” he said. “Each shape forming the circle also represents a barley leaf, one of the core and natural origins of our product. And of course, the symbols come together to form a circle, representing our local roots coming together to create global impact. We want people to see this symbol and think about the many connections that are essential to our lives.
“The three elements that come together to form our symbol – inclusivity, naturalness, and local roots – are also the three pillars at the heart of our sustainability agenda,” he continued. “We are committed to innovating so that we can provide products that invite all people, regardless of where they come from or what they like to drink, into the AB InBev family. And as a business that relies heavily on natural resources and local economies, investing in communities and sustainable practices is not only the right thing to do, it’s essential to our ability to continue dreaming big and growing our business.”
The brand hopes this new look will better reflect its new commercial strategy, which is to create more opportunities for partners and consumers across the supply chain and in communities across the country. This will include investing in local communities and innovations to the product category that will include a more diverse product portfolio including non-alcoholic beverages.
“We believe the new visual identity is more modern, more premium and reflects our future optimism for this innovative company,” said Oppy. “The plan is to roll out the new visual design system across our business globally, elevating the connection with our corporate brand.”
