Dive Brief:
- AB InBev, maker of Budweiser and other brands, is making moves to build sales among two distinct groups: Hispanics in the southwest U.S. and affluent city dwellers.
- The brewer announced it has begun importing Montejo, a well-known Mexican brand, into Arizona, California, New Mexico, and Texas.
- Meanwhile, AB InBev has opened a new unit, based in Chicago, that will oversee the marketing of premium craft and imported beers to upscale urban consumers.
Dive Insight:
If AB InBev has a problem in the U.S., it's that getting growth from its blue-collar Bud brands isn't easy. The markets with the highest growth potential -- Hispanics, millennials, and urbane folks in urban areas just aren't interested in the stuff.
Given that, AB InBev's decisions to a) import Montejo and b) open an office in a major city to understand those who live in major cities, seem like reasonable ideas.