Anheuser-busch Inbev Sa/nv · EURONEXT:ABI
Anheuser-busch Inbev Sa/nv — Investor Day (2023)
50 slides from Anheuser-busch Inbev Sa/nv's investor day presentation, 2023
Slide 1: Lucas Herscovici, Chief Direct to Consumer Officer
LUCAS HERSCOVICI C H I E F D I R E C T T O C O N S U M E R O F F I C E R
Slide 2: Legal disclaimer
Legal disclaimer Certain statements contained in these materials are not statements of historical fact constitute forward-looking statements, notwithstanding that such statements are not specifically identified. Forward-looking statements are not guarantees of future performance. Rather, they are ba
Slide 3: My career in ABI
MY CAREER IN ABI 2002 2008 -2011 2018-2020 2022- Present J O I N E D G L O B A L C H I E F C H I E F D I R E C T A B I M A R K E T I N G N O N - A L C O H O L T O C O N S U M E R F A M I L Y O F F I C E R O F F I C E R 2002-2007 2011-2017 2020 -2022 I N N O V A T I O N C O N N E C T I O N S , C H I
Slide 4: DTC Strategy Overview
DTC Strategy Overview Digital DTC Megabrands Key Messages
Slide 5: DTC is a $1.5 Bn Net Revenue Business
DTC is a $1.5 Bn Net Revenue Business DIGITAL PRODUCTS PHYSICAL RETAIL
Slide 6: Development superiority
1bn+ First Party Data points C AT E G O R Y P A R T I C I P AT I O N CORE SUPERIORITY OCCASIONS DEVELOPMENT P R E M I U M I Z AT I O N Developing deep consumer insights and leading category growth BEYOND BEER
Slide 7: Building Digital Megabrands
Building Digital Megabrands Developing Markets Developed Markets Cold Beer “Nespresso” for beer 30 Min. Delivery 40+ brands Supermarket Prices Multichannel Access to ABI Assets Access to ABI Assets
Slide 8: Present in 20 Countries through Megabrands
Present in 20 Countries through 3 Megabrands
Slide 9: Exponential growth of digital products
Exponential 450MM+ growth of digital products N E T R E V E N U E ( M M U S D ) 2019 2020 2021 2022 Source: Internal Data
Slide 10: DTC Strategy Overview
DTC Strategy Overview Digital DTC Megabrands Key Messages
Slide 11: Zé Delivery has scale and is loved by consumers
Zé Delivery has scale… …And loved by consumers Covering 60%+ BR population CONSUMER DATA Serving >8MM Consumers/year Delivering 60MM+ Orders/year Offering 300+ SKUs 4.9 76+ APP RATING CONSUMER NPS Source: Google & Apple Store + Internal Data – FY 2022
Slide 12: 1MM+ customers nationally, cold beer in under 30 minutes
• 1MM+ customers nationally • Cold beer <30 minutes in every city • Scalable asset-light model
Slide 13: Optimize lead & grow
) ® OPTIMIZE LEAD & GROW OUR BUSINESS THE CATEGORY <0 ABInBev
Slide 14: Growing Returnable glass bottles is a big opportunity in Brazil
Growing Returnable glass bottles is a big opportunity in Brazil • Improve margins BRAZIL KEY • Reach more consumers RGB as a PRIORITIES key opportunity on more occasions C O N S U M E R C U S T O M E R E N V I R O M E N T A B I I M P R O V E D S U P E R I O R M A R G I N L O W E R P R I C E S U S T
Slide 15: RGB consumer pain points are limiting in-home beer participation
RGB Consumer pain points are limiting in home Beer participation 45% PAIN POINT: Operational Carrying bottles Complexity to and from home 16% 0% Total Brazil Off-Trade E-commerce Ex-Ze Delivery RGB Mix in Brazil Source: Internal Data – FY 2022
Slide 16: Activating RGB at scale within Ze Delivery
Activating RGB at scale within Ze Delivery Reinforcing affordability and blending RGB into occasions S O C C E R P R E P A R T Y B B Q
Slide 17: RGB growth in Zé helped increase in-home beer participation in Brazil
RGB growth in Zé helped increase in-home Beer participation in Brazil 44% 14% 14% 38% +40% 10% 9% 29% 24% 2019 2020 2021 2022 2019 2020 2021 2022 Small RGB Brazil Small RGB Mix in Zé In-Home Participation Source: Nielsen & Internal Data
Slide 18: Daniel Wakswaser, CMO Brazil
DANIEL WAKSWASER C M O , B R A Z I L
Slide 19: Occasions Brazil
OCCASIONS BRAZIL CATEGORY CORE OCCASIONS BEYOND PREMIUMIZATION PA R T I C I PAT I ON SUPERIORITY DEVELOPMENT BEER
Slide 20: Driving occasions starts with consumer insights
D R I V I N G OCCASIONS S TA R T S W I T H CONSUMER INSIGHTS
Slide 21: Tech + Business = Actionable insights powered by DTC
TECH + BUSINESS = ACTIONABLE INSIGHTS POWERED BY DTC CONSUMER DATA ZÉ DELIVERY BRAND’S PLATFORM (CDP) TRANSACTIONS CAMPAIGNS = + Source: Internal Data
Slide 22: DTC allows us to build brands & drive occasions
DTC ALLOWS US TO BUILD BRANDS & DRIVE OCCASIONS BRAND DRIVING BUILDING OCCASIONS
Slide 23: Relax occasion + Soccer occasion
+ + RELAX SOCCER OCCASION OCCASION
Slide 24: Relax occasion + Soccer occasion
+ + RELAX SOCCER OCCASION OCCASION
Slide 25: It all starts with powerful insights from Zé Delivery
IT ALL STARTS WITH POWERFUL INSIGHTS FROM ZÉ DELIVERY ZÉ DELIVERY USERS OVERINDEX IN RELAXING CORONA CONSUMERS WANT TO DISCONNECT OCCASIONS vs NON-USERS (INDEX 100) Travel Happy hour fridays 76% 261 Outdoor 65% Chilling Nature 221 71% Beach Environment 58% 125 Source: Zé Delivery Research Data
Slide 26: Job to be done, brand solution
JOB TO BE DONE BRAND SOLUTION Increase participation and servings by associating Corona with everyday disconnection moments
Slide 27: Corona Sunset Hour: promotional activities
CORONA SUNSET HOUR = EVERYDAY SUNSETS (5-7PM) PROMOTIONAL ACTIVITIES
Slide 28: Corona Sunset Hour: experiential activities
CORONA SUNSET HOUR = EVERYDAY SUNSETS (5-7PM) EXPERIENTIAL ACTIVITIES SUNSET HOUR > HAPPY HOUR It is a moment of relaxation & disconnection
Slide 29: Corona key results in Zé Delivery
CORONA KEY RESULTS IN ZÉ DELIVERY PERCENTAGE OF CORONA SOLD CORONA SHARE IN ZÉ THROUGH ZÉ DELIVERY 2.4% 7,3% 1.5% 5,8% H1'22 H1'23 H1'22 H1'23 CORONA NR GROWTH Y TD JUN-23 +33% vs LY Source: Internal Data
Slide 30: Relax occasion + Soccer occasion
+ + RELAX SOCCER OCCASION OCCASION
Slide 31: Again, we start with powerful insights from Zé Delivery
AGAIN, WE START WITH POWERFUL INSIGHTS FROM ZÉ DELIVERY 25% OF ZÉ DELIVERY MAJORITY OF DOUBLE DIGIT VOL 1-2H BEFORE THE ORDERS COME FROM ZÉ DELIVERY ORDERS COME UPLIFT MATCHDAYS vs GAME IS A SOCCER OCCASIONS FROM WEEKENDS NON MATCHDAYS CRITICAL TIME Source: Internal Data
Slide 32: Accelerate Brahma's participation and servings in soccer
JOB TO BE DONE BRAND SOLUTION Accelerate Brahma’s participation and servings in soccer weekdays “Wednesday calls for Brahma”
Slide 33: Match day = Brahma day
MATCH DAY = BRAHMA DAY DIGITAL MEDIA & CLUB-BASE GAMETIME PROMOTIONS AND CONSUMER JOURNEY COMMS CASHBACK COMMS WITHIN THE APP
Slide 34: Brahma key results
BRAHMA KEY RESULTS FREQUENCY IN SOCCER OCCASIONS BRAHMA LOVERS (MM CONSUMERS) 13.3% +4.8 pp 4.9 8.5% 0.4MM 4.5 ZÉ DELIVERY AVG BRAHMA YTD JUN-22 YTD JUN-23 Source: Internal Data
Slide 35: Cops do Brasil
Cops do C > BRASIL
Slide 36: Lead & grow the category by developing occasions
+ RELAX + SOCCER OCCASION OCCASION LEAD & GROW THE CATEGORY BY DEVELOPING OCCASIONS
Slide 37: Omnichannel: DTC and BEES are complementary in the ABI ecosystem
DTC and BEES are complementary in the ABI ecosystem OMNICHANNEL
Slide 38: Unlocking synergies between BEES and DTC
Unlocking synergies between BEES and DTC Customers Marketplace Rewards Empower via insights Incremental assortment Expanded benefits through and data via additional partnerships Omnichannel ecosystem OUR BRANDS CUSTOMERS EXPERIENCES
Slide 39: Omnichannel engagement platform
Omnichannel engagement platform Earn Points Burn Points
Slide 40: Customer sales uplift, incremental frequency, consumer understanding
CUSTOMER INCREMENTAL 100% CONSUMER SALES UPLIFT FREQUENCY UNDERSTANDING
Slide 41: Incrementality and positive unit economics
Positive Unit Incrementality Economics
Slide 42: Markets: LATAM + Africa
12 MARKETS LATAM + AFRICA
Slide 43: Club Tada
México #1 priority 1.8M+ Orders 1H23 1H20 1H21 1H22 1H23 ACCELERATED GROW TH 4.8 77 CLUB TADA SINCE 2020 APP RATING CONSUMER NPS LAUNCHED Source: Internal Data / Google Store – FY 2022
Slide 44: 40+ Brands: The Ultimate Home Beer Experience Anywhere
The Ultimate Home Beer Experience Anywhere 40+ Brands
Slide 45: More active machines than pubs and bars in UK & France
More Active Machines than pubs, bars in UK & FRANCE 300K+ Active Households Source: Internal Data
Slide 46: Connected machines enable consumer personalization
Connected machines enable consumer personalization Alerts Explore Personalization Connected Machines New App
Slide 47: Unlocking Consumer Insights
Unlocking Consumer Insights 43% 35% 33% 26% % of Drinking Sessions Post-Work Dinner Total Beer Great Britain Corona Cero Advocates Source: Internal Data
Slide 48: DTC Strategy Overview
DTC Strategy Overview Digital DTC Megabrands Key Messages
Slide 49: Unlock deep consumer insights, develop occasions, build digital megabrands
LEAD & GROW THE CATEGORY DIGITIZE & MONETIZE ECOSYSTEM UNLOCK DEEP DEVELOP BUILD DIGITAL SCALE CONSUMER INSIGHTS OCCASIONS DTC MEGABRANDS REPLICABLE MODEL
Slide 50: Coheers
COHEERS