AB InBev to focus marketing on lower alcohol variants as it adds nutrition to labelling
The focus on lower-alcohol and alcohol-free options fit in with AB InBev’s existing marketing strategy on responsible drinking and wider plans as part of its ‘Global Smart Drinking Goals’. These goals aim to empower consumers to make smart drinking choices and reduce the harmful use of alcohol by the end of 2025.
The company told Marketing Week: “Plans include ensuring that at least 20% of our global beer volume is alcohol-free or lower alcohol by 2020. You will start seeing marketing progress on this in the UK from as early as this month.”
The news comes in light of the Read full story ›
Source: Marketing Week
