With a premium portfolio that includes Budvizers, Corona and Hoegarden, Belgian Beer’s veteran AB Inbave is focusing on India-a market that has now become the fourth largest world level for the old man. Supported by sharp digital targeting, immersive musical experiences and an extended Flavor-Fund supported under Hoygarden, the company is pursuing long-term development in a tightly regulated category. In a conversation MintVineet Sharma, Vice President-Mirming and Trade Marketing, AB inbave India, developed media mix, responsible drinking campaigns, the growing role of Artificial Intelligence (AI), and India discusses making India a high-capable beer market that is just beginning. Edited Excerpt:
In a category like Liquor Where direct advertisements are banned, how do you build visibility and connect with consumers?
First and foremost, we respect the law of land – we work in every market. But within that structure, we have found a powerful liver. The biggest product is the product – our largest advertisement of quality. Then experiences experiences in large-scale events such as-in more intimate settings such as cafes and bars, cafes, and point-cell activation. We aim to reach consumers when they are most open to our message – in moments of music, sports and lifestyle. And Digital plays a big role, which has sharp targeting and meaningful partnership.
We have become bubbling long before the premium.
Has India always been a premium-centered market for you, or is it another recent change?
We have become bubbling long before the premium. When Budweiser launched here in 2008, there was no premium beer segment. We pledged it. Today, this section is about 15% of India’s beer market, and is growing. With rising disposable income, urbanization and aspiring lifestyle, consumers are looking for better experience and more authentic brands. We are seeing that the Budvizer, Korona and Hoegarden beyond.
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From a commercial point of view, how important is India for AB Inbave globally?
India is now the fourth largest market for Budvizer globally-it is a huge milestone. We are one of the fastest growing markets in APAC. We do not disclose numbers since not listed in India, but I can say my investment here – across marketing, sales and trade -seven rates are increasing year old. We are very fast on the occasion of India.
What does your portfolio look like now? Any plan to bring more brands?
Our premium and super-silver portfolio includes Budvizers, Badwiser Magnum, Corona and Hoegarden Range-including the original Witbier, Rosa and Nectarine. We also have a craft label called non-alcohol options and intake river like Budwizer 0.0. Some heritage brands such as Hewords 5000, Knocut and Chancellor are also present in regional markets. Right now, we are focusing on scaling our current premium brands – but we are always open to the discovery of new launch when time and consumer are aligned.
How is your media mixing developing – especially between digital and traditional formats?
Interestingly, most of the brands moved from traditional to digital, our journey was the opposite. We have always been digital-first-it lets us rapidly target, adapt expenses and reduce wastage. Programatic purchases, impressive marketing, social media- they are still our core. But as our brands have scale, we have also started investing in traditional channels like TV and outdoor. Nevertheless, the lion’s share still goes into digital and experienced.
What role do AI and MTEC tools play in your marketing efforts today?
Globally, AB inbave has been early used to use – we also launched NFT a few years ago. In India, we have started using AI in content creation, programmatic procurement and smart media planning. It is still an early day, but is promising. With first-sided data, now we can target more accurately and make relevant, real-time material. But this place develops so fast that every year a fresh learning is demanded.
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What is your strategy around flavor and innovation, especially under Hayagarden?
Hoegarden has been a major brand for our flavor -led innovation. We have introduced variants such as roses (raspberries) and nectar with the original vitbier. They are finding traction among urban consumers who are searching beyond laces. Today, about 99.5% of beer in India is still a legate – so there is a big opportunity to expand the consumer palate. The taste is a path, and we will continue to see it in a calibrated way.
Music is such a strong marketing column for you, what is your game plan on sports?
The music has been focused a major focus for more than a decade – from boiler room and supersonic to lolpluja and corona sunset. But the game is definitely on our radar. Globally, we have participated with FIFA, EPL, La Liga and others. In India, we have so far used those moments for advertising, but now we are working on deep fan-up activism. You will see some big announcements in sports space in the coming months.
Today’s consumers want brands that are authentic and purposeful. This is no longer enough to tell a great story – you also need to live it.
Are you seeing a change how young Indian consumers belong to brands like Budvizer or Corona?
Absolutely. Today’s consumers want brands that are authentic and purposeful. This is no longer enough to tell a great story – you also need to live it. We focus a lot on the story. This is why the new “your two tech” campaign of Badwaizer puts fans – not the artists – at the center of the story. It celebrates energy and anticipation that fans bring for festivals and cultural experiences. It is completely homegron, built in India, and how young Indians experience music and community.
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