AB InBev is the largest brewer in the world and so, with hundreds of global and local brands under their umbrella, it is imperative they stay ahead of key market trends, not just on them. With this in mind, the business approached Barfly to conduct an exploratory of the draft beer category in Mexico – a market that was seeing draft mature at some pace.

In order to gain a comprehensive view of this changing dynamic, Barfly recruited a diverse panel of bar owners and managers from accounts across Mexico City. So that we could understand the driving forces (both good and bad) for the future of draft beer in the market, some participants already served draft in their bars, some had never considered installing draft lines, and others had been offered draft beer by brewers but had refused it. Those filmed trade interviews were further supported by filmed consumer intercepts, shot in one of the city’s leading draft beer bars. This ensured we captured perspectives from the other side of the bar about why draft beer was starting to grab the attention of Mexican drinkers, where the future lies for the format, and how AB InBev could better position its portfolio accordingly.

The final debrief has informed a significant shift in the on-premise strategy for AB InBev within Mexico, as it looks to grow its hold on the market. Alongside headline conclusions and channel recommendations, Barfly also presented a series of activation ideas to help the business act on that consultancy, all underpinned with edited films from the trade and consumer interviews which in turn gave the business the confidence to make the necessary moves at street-level.