AB InBev lifts sales with customized events management system
The Client
Anheuser-Busch InBev (AB InBev) is a Belgian multinational company that produces, distributes, and markets beer, alcoholic beverages, and soft drinks. AB InBev has over 500 beer brands, including global brands like Budweiser, Corona, and Stella Artois, and multi-country brands like Beck's and Hoegaarden. In 2022, AB InBev produced around 518 million hectoliters of beer, the largest beer production volume in the world.
The Objective
To increase on-premise consumption, AB InBev started a nationwide program that activated events at bars and restaurants. Previously, ABI implemented over 15,000 events annually in the US with no tracking of spend, impact, or event data.
The Solution
We leveraged our extensive connections and expertise in the startup ecosystem to find an emerging company that built a custom events management platform with ABI and integrated it into their sales database.
The Outcome
ABI used new events data to prove a 9% sales increase of accounts with managed events, and to build a more effective go-to-market strategy that mapped to the company’s brand priorities.
“Their team did an amazing job sourcing a shortlist of emerging startups nationwide for us to partner with and build our custom events management tool. The startup Splash became a leading ABI Trade Marketing partner whose tool provided insights we never captured before and allowed us to make strategic decisions that led to increased return.”
