It’s Time to Dream Big and Create a Future with More Cheers

Today is an exciting day at AB InBev as we are reimagining what a beer company can be. When I took on the role of CEO in July, we felt it was the right time to reflect on who we are, why we exist and where we are going, as we continue to build on our 600-year legacy.

The first step on this journey was to define the role we want to play and where we want to go as people increasingly expect more from the companies and brands they love. I am excited to announce our company’s new global purpose: We dream big to create a future with more cheers.

I am energized by it. Our refreshed purpose is about what our company and our colleagues around the world can make possible. It enables us to unlock, harness and realign our existing infrastructure and assets – to more innovation, more sustainability, more occasions, and more value for all.

Creating a future with more cheers means we must evolve our strategy to transform our business. We are thinking long-term and shifting from Category Leader to Leading Category Growth.

As a result, our simple and evolved strategy is:

• Lead and Grow the Category: Beer is big and profitable, growing volume and share of throat for the last 5 years and, according to Euromonitor, expected to grow in the years to come. Our footprint puts us in a unique position to capture growth, accelerate it and expand the category. Our evolved Category Expansion model, with repeatable and proven levers, is how we plan to do it. This includes scaling Category Inclusivity, Core Superiority, Occasions Development, Premiumization and Beyond Beer.
• Digitize and Monetize our Ecosystem: We’ll unlock value from our existing assets and expand our addressable market through the digitization and monetization of our ecosystem. We’ve built a vibrant ecosystem with more than 200 breweries, an unparalleled distribution route to market that enables us to reach 2 billion plus customers and 6 million plus customers, generating over 10 million weekly transactions. Through our platforms such as BEES, direct-to-consumer e-commerce solutions and biotech, we have opportunities to accelerate our growth and to build on our unique ecosystem.
• Optimize our Business: We will apply strong financial discipline and thoughtful resource allocation to drive superior value creation.

Underpinning the execution of our strategy and our purpose is delivering on our ESG agenda. We recognize that we have a choice to ensure that ESG is part of the foundation of everything we do as we continue to support and build thriving communities.

I’m confident we can deliver on a future with more cheers because of our incredible and passionate team. Our unique culture of ownership is our greatest competitive advantage and I’m inspired by our people’s commitment, dedication and tenacity.

We dream big to create a future that everyone can celebrate, and everyone can share. A future with more cheers.