THE QUESTION
How do we identify opportunities that are not being leveraged within draught?
How do we position AB InBev as the draught thought-leader?
WHERE
• London, UK
• New York City, US
• Toronto, Canada
• Sao Paulo, Brazil
• Sydney, Australia
OUR APPROACH
Defining the future global strategy of draft for AB InBev
Barfly set up waves of qualitative interviews with bartenders and bar owners in draught-forward bars within each of the key markets. Each interview uncovered critical learnings and observations around the current status of draught (both globally and by market), beer quality perceptions (e.g. street-level concerns, operator practicalities), category gaps, the role of adjacencies and beyond beer within draught, and broadly where AB InBev should look in the future.
OUR IMPACTS
A comprehensive and considered view on the future of draft for AB InBev, enabling the business to identify both global and local challenges along with significant commercial opportunities for innovation. This was supported by a series of strategic recommendations for draught opportunities beyond beer and how AB InBev could successfully access them.
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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