As the world’s largest brewer, AB InBev manages a broad portfolio of global and local beer brands. However, in increasingly competitive markets — where consumers face choice overload and growing interest in alternatives (craft beers, low/no alcohol options, premium spirits) — it became critical to understand:
This intelligence was essential to refine AB InBev’s brand positioning, portfolio strategy, and marketing communications across customer and non-customer audiences.
Skopos designed and executed a robust quantitative research study to provide both breadth and depth of insight:
The findings provided AB InBev with strategic clarity to strengthen both portfolio management and communications:
As a result, AB InBev was able to sharpen its communication strategy to both customers and non-customers, optimising brand positioning and ensuring that its extensive portfolio was being activated in the most effective, targeted way possible.
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