Ab InBev will increase its marketing investment by “high single to low double digits” in 2016, as its core brands, including Budweiser and Stella Artois, missed estimates despite a ramped up ad spend on the brands during 2015.
While the brewer saw revenue of its grow by 6.6 percent in the fourth quarter to $4.31bn, that figure missed analyst’s estimates of 9.2 percent gain, according to Bloomberg figures. Budweiser continued to struggle in the US, where profits fell by 7 per cent, notwithstanding a 9.4 per cent increase in marketing for the full year 2015.
The figures highlight the need Read full story ›
Source: The Drum
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