Anheuser-Busch InBev (AB InBev) is adapting its global beverage strategy to changing consumer preferences by introducing smaller pack sizes, developing beers with added protein and electrolytes, and expanding further into categories beyond beer. The world’s largest brewer by market value outlined the strategy at a capital markets event, as the company looks to strengthen beer consumption and drive growth amid changing drinking habits, health and wellness trends and pressure on household spending.
AB InBev, whose portfolio includes global beer brands such as Corona and Stella Artois, is focusing on making beer more accessible to consumers who drink less frequently or are increasingly conscious of their spending. Chief Marketing Officer Marcel Marcondes said the company sees significant opportunities to make beer more affordable, particularly in developing markets. As part of this approach, AB InBev plans to expand its range of smaller pack sizes while also offering larger packs that provide greater volume at a more attractive price per unit.
The brewer is also targeting the growing demand for non-alcoholic and functional beverages. According to the company, casual meal occasions represent an opportunity to increase consumption of zero-alcohol beer, particularly through products offering different flavours and lower-calorie options. AB InBev is also exploring functional beer propositions featuring ingredients such as protein and electrolytes. The company has already introduced a version of Spaten beer with added protein in Brazil, reflecting its efforts to align beer products with emerging health and wellness trends.
Beyond traditional beer, AB InBev is accelerating its diversification into adjacent beverage categories, particularly in the United States. The company has expanded its presence in canned cocktails through its Cutwater brand and is also pursuing opportunities in the energy drinks segment. AB InBev executives said the energy drinks category alone could potentially expand the company’s addressable market by around $25 billion, highlighting the scale of the opportunity outside its core beer business.
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The strategy comes as brewers across major markets face challenges in maintaining beer volumes, with consumer spending pressures and changing drinking preferences affecting demand in markets such as the United States. By combining affordable pack formats, alcohol-free and functional beer innovations with expansion into canned cocktails and energy drinks, AB InBev is seeking to reach a broader range of consumption occasions and consumer segments.
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