$450 million of the investment will be spent on domestic purchasing annually, including American-grown rice, hops, barley and corn. A new campaign was a beacon of hope to the aftertimes. Last year, the brand acquired Babe Wine, and is working hard to grow the Social Club, Cutwater and Bon Viv brands.Ī further $100 million of the $1 billion investment will go towards sustainable initiatives, including solar panel installments and water treatment.īut most of the investment is a play to catch the attention of local drinkers. ![]() Add on the widespread shutting of restaurants and bars, plus the cancellation of sporting events and festivals, and the beer industry has been left in limbo.Īnheuser-Busch has doubled down on ‘beyond beer’ products to help the company acclimatize to the seismic shifts in the beer world. ![]() Increasingly health-conscious consumers are shying away from beer. CACTI, combined with this significant investment, angles Anheuser-Busch to compete more actively in the hard seltzer market.Īs the beer sector continues to slump, a pivot to hard seltzers will be critical for the beverage giant-Anheuser-Busch’s revenue dropped from $54.9 billion in 2017 to $52.3 billion in 2019.Ĭhanging consumer preferences is largely to blame for this stumble. The brewing giant has taken a big hit over the last few years, impacted by the perfect storm of the beer sector’s slowdown and the market-distorting winds of Covid-19, plus unfavorable foreign exchange and high commodity costs. CACTI should grow into a breadwinner quickly thanks to Scott’s cosign. Though Anheuser-Busch does have several hard seltzer brands in its portfolio, it lacks the mega-brands the White Claws, the Trulys. The category is expected to grow 157% in 2020, with the IWSR expecting total volume consumption of RTDs (led by hard seltzer) in the US to surpass that of spirits consumption over the year. 2021 is set to continue that trajectory.ĭrinks market analysis firm IWSR noted that over the last few years the hard seltzer sector has boomed, growing by 346% in 2017, 246% in 2018, and 214% in 2019. Over 2020, the hard seltzer and RTD category saw unprecedented growth. The hard seltzer scene is a $3-billion industry. On the horizon, the brand will shepherd Travis Scott’s new hard seltzer line CACTI to market. The rep notes that “Our portfolio approach to seltzers will be critical to long-term success.”Ĭurrently, Anheuser-Busch houses Bud Light Seltzer, BL Lemonade Seltzer, BonV!V, Natty Seltzer, and Michelob Ultra Seltzer.
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