Mumbai – AB InBev, the global brewing giant known for brands like Budweiser, Corona, and Hoegaarden, is strengthening its focus on India—a market that has now become Budweiser’s fourth-largest globally. With a strategy built around digital marketing, immersive music experiences, and unique flavor innovations, the company is eyeing long-term growth in India’s heavily regulated alcohol industry.
In an interview with Mint, Vineet Sharma, Vice President of Marketing and Trade Marketing at AB InBev India, spoke about the company’s marketing tactics, the importance of responsible drinking, and how India is evolving into a high-potential beer market.
Connecting with Consumers Without Traditional Advertising
“In a category like alcohol, where direct advertising is restricted, we’ve had to get creative,” Sharma explains. “We always respect local laws, but within those boundaries, we’ve found effective ways to connect.”
He emphasizes that the product itself is their biggest marketing tool. “Quality speaks for itself,” he says. Beyond that, the company invests in experiential marketing—sponsoring major events like Lollapalooza and engaging consumers in bars, cafes, and at the point of sale.
“Moments around music, sports, and lifestyle are when people are most receptive. That’s when we show up,” Sharma adds. Digital marketing also plays a key role, with sharp audience targeting and meaningful collaborations.
India’s Shift Toward Premium Beers
AB InBev has believed in premiumization long before it became a buzzword. “When Budweiser launched in India in 2008, there wasn’t really a premium beer segment—we helped create it,” says Sharma.
Today, the premium category makes up about 15% of the Indian beer market and is still growing. With higher disposable incomes, urbanization, and more aspirational lifestyles, Indian consumers are increasingly looking for better, more authentic experiences—something Budweiser, Corona, and Hoegaarden aim to deliver.
India’s Rising Importance for AB InBev
India is now Budweiser’s fourth-largest market in the world—a huge milestone for the brand. “We’re also one of the fastest-growing markets in the Asia-Pacific region,” Sharma says.
While the company doesn’t disclose local financials since it isn’t listed in India, Sharma confirms that AB InBev is making strong investments across marketing, sales, and trade. “We’re bullish on India’s growth potential,” he affirms.
What’s in the Portfolio—and What’s Next
AB InBev India’s current portfolio includes premium and super-premium beers such as Budweiser, Budweiser Magnum, Corona, and a range of Hoegaarden beers (Original Witbier, Rosée, and Nectarine). They also offer non-alcoholic options like Budweiser Zero and a craft label called Seven Rivers. Traditional brands like Haywards 5000, Knockout, and Chancellor are also part of their lineup.
“For now, our focus is on scaling our existing premium brands,” Sharma says. “But we’re always open to introducing new ones when the timing and consumer readiness are right.”
Balancing Digital and Traditional Media
Interestingly, while many brands moved from traditional to digital marketing, AB InBev took the opposite route. “We’ve always been digital-first,” Sharma shares. “It allows us to target precisely, spend efficiently, and reduce waste.”
Digital strategies like programmatic ad buying, influencer partnerships, and social media remain central to their marketing. However, as their brands have grown, they’ve also started investing in traditional channels like TV and outdoor advertising.
