After years of playing the cold-hearted, uncaring, starch-shirted executive, A-B InBev now is like The Grinch. You could say that going into the business of love, ABI somehow found its heart. Looking to hook up with someone young and sexy, ABI is spreading its love in acquiring craft breweries. There are some areas leading the thoughts about where it may go, but more on that later.
It all started with a shy dance in 2011, when after recognizing its sagging bottom line in beer sales, ABI purchased Goose Island. For years ABI’s business plan was so routine and mundane, the most fun it ever had was rolling out commercials with horses and dogs, as well as the occasional new, tasteless beer.
But then the beer market changed. Bud sales dropped faster than Ronda Rousey and craft beer started eating up that precious shelf space. Business meetings inside ABI bunkers suddenly got very serious and purchasing successful craft breweries became the newest strategy. The idea of course, was to move the Budweiser brands along with their new products and eventually get a stranglehold on distribution.
Ironic isn’t it, that ABI can no longer compete in the very same field in which it is a leader, and instead of being someone that would build it, brew it and sell it, ABI will buy it. While considering more acquisitions, ABI is basically pleading no contest in acknowledging this, only to say, “Move along, nothing to see here.”
As if it found the fountain of youth, ABI’s confidence has skyrocketed over the last two years. After Goose Island, here are its American craft beer conquests:
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