Anheuser-Busch InBev 2015 Annual Report

Our Dream

AB InBev is inspired by a powerful Dream: to be the
Best Beer Company
Bringing People Together
For a Better World.

A strong commitment to bringing all of our stakeholders together is at the heart of our Dream – and the source of our growth.

Working together with our colleagues around the world, we are building a portfolio of quality brands that connect with consumers, and a company of enduring strength and value for our shareholders. Through successful collaboration with our customers and commercial partners, and celebrating together with consumers, we are delivering great experiences. And by bringing together our scale, resources and energy to help address the needs of our communities, we are striving to make the world a better place.

There are no limits on how big we can dream – or how much we can achieve for our consumers, colleagues, shareholders and the communities in which we live and work.

By growing together, we grow a Better World.

Best Beer Company

  • Global brands
  • Top-line growth
  • Marketing investments
  • Innovation
  • Profitability

Bringing People Together

  • Consumers
  • Colleagues
  • Business partners
  • Stakeholders
  • Shareholders

For a Better World

  • Smart drinking
  • Environment
  • Community

To Our Shareholders

To Our Shareholders

At Anheuser-Busch InBev, our ambition is to build a great, enduring company for the long term, not just for a decade, but for the next 100 years.

In 2015, we executed well on commercial priorities to keep our business growing, relevant to consumers and respected by stakeholders. Our efforts to strengthen the connections between our brands and consumers drove strong organic top-line and EBITDA growth. We announced a proposed transaction with SABMiller to create the first truly global brewer. And we continued to invest in the well-being of our communities.

Through strong organic growth enhanced by strategic combinations, we continue to work toward our Dream: to be the Best Beer Company Bringing People Together For a Better World.

Signature
Carlos Brito

Chief Executive Officer

Signature
Olivier Goudet

Chairman of the Board

Commercial Priorities

To Our Shareholders

GROWING

our global brands
To Our Shareholders

PREMIUMIZING

and invigorate beer
To Our Shareholders

ELEVATING

the core
To Our Shareholders

DEVELOPING

the near beer segment
Build on the strength of Budweiser, Stella Artois and Corona to form connections with consumers around the world. Increase investments in sales and marketing programs that leverage each brand’s distinct image and consumer positioning.
Create new excitement and aspiration around beer, especially among LDA millennial consumers. Expanding craft brewing, along with innovations in marketing, distribution and packaging, will bring new energy to the consumer’s experience with beer.
Heighten the relevance and emotional appeal of our core brands, using compelling messaging, highly visible activations, refreshed packaging and brand identities, and strong on-trade and off-trade execution.
Expand consumer choices to compete more effectively for share of total alcohol. The near beer category, which appeals to consumers through malt beverage alternatives to wine and hard liquor, represents a major global opportunity.

Strong Brand Portfolio

Our diverse portfolio includes some of the world’s best-loved and most valuable beer brands. With well over 200 brands, of which 19 have an estimated retail sales value of over 1 billion USD, we believe our portfolio is the strongest in the industry. Seven of our brands—Budweiser, Bud Light, Stella Artois, Skol, Corona, Brahma and Modelo Especial—are ranked among the Global Top Ten most valuable beer brands by 2015 BrandZ™ Top 100 Most Valuable Global Brands.

Financial Highlights

Comments based on organic growth and normalized numbers.

Strong top-line growth of 6.3% led to revenue of 43.6 billion USD for 2015.

Revenues of our 3 Global Brands grew by 12.6% in 2015.

Normalized EBITDA grew 7.8% organically to 16.8 billion USD, and normalized EBITDA margin rose by 55 basis points to 38.6%.

Normalized profit attributable to equity holders was 8.5 billion USD, and normalized earnings per share (EPS) was 5.20 USD.

Net debt to EBITDA ratio was 2.51 times.

  • 2015 Normalized EBITDA Contribution by Region*

    Financial Highlights
    36.5%

    North America

    11.9%

    Mexico

    27.8%

    Latin America North

    9.4%

    Latin America South

    6.4%

    Europe

    8.0%

    Asia Pacific

    * Excludes Global Export & Holding Companies
  • 2015 Volume Contribution by Region

    Financial Highlights
    25.8%

    North America

    9.1%

    Mexico

    27.0%

    Latin America North

    7.9%

    Latin America South

    9.4%

    Europe

    19.3%

    Asia Pacific

    1.5%

    Global Export & Holding Companies

  • Normalized EBITDA (million USD)

    • 2015 reported

      16 839

    • 2014 reported

      18 542

    • 2013 reference base

      17 943

    • 2013 reported

      17 188

    • 2012 reference base

      16 480

    • 2012 reported

      15 525

    • 2011

      15 357

  • Revenue (million USD)

    • 2015 reported

      43 604

    • 2014 reported

      47 063

    • 2013 reference base

      45 483

    • 2013 reported

      43 195

    • 2012 reference base

      42 927

    • 2012 reported

      39 758

    • 2011

      39 046

  • North America 36.5%
  • Mexico 11.9%
  • Latin America North 27.8%
  • Latin America South 9.4%
  • Europe 6.4%
  • Asia Pacific 8.0%

  •   * Excludes Global Export & Holding Companies
  • North America 25.8%
  • Mexico 9.1%
  • Latin America North 27.0%
  • Latin America South 7.9%
  • Europe 9.4%
  • Asia Pacific 19.3%
  • Global Export and Holding Companies 1.5%
  • 2015 reported

    16 839

  • 2014 reported

    18 542

  • 2013 reference base

    17 943

  • 2013 reported

    17 188

  • 2012 reference base

    16 480

  • 2012 reported

    15 525

  • 2011

    15 357

  • 2015 reported

    43 604

  • 2014 reported

    47 063

  • 2013 reference base

    45 483

  • 2013 reported

    43 195

  • 2012 reference base

    42 927

  • 2012 reported

    39 758

  • 2011

    39 046

A World of Growth Opportunity

A World of Growth Opportunity
North America
North America
North America

A focus on Budweiser's quality, craftsmanship and heritage, as well as double-digit growth in the high-end portfolio, highlighted our performance in North America.

  • Budweiser’s “Brewed the Hard Way” campaign in the US supported the brand's best year in over a decade in terms of volume performance.
  • High-end brands, such as Stella Artois, Goose Island and Michelob Ultra, delivered solid double-digit volume growth in 2015.
  • Bud Light launched a creative reset of the brand in connection with Super Bowl 50.
  • Several completed and announced acquisitions expanded our craft brewing choices.
North America
Mexico
Mexico
Mexico

Strong results in Mexico were driven by Corona and Victoria, as well as the popularity of Bud Light.

  • Corona delivered outstanding growth, and its improved position through music and sports events.
  • Bud Light remains the best-selling imported beer in Mexico.
  • Victoria launched a campaign inviting consumers, through a humorous approach, to let their Mexican-selves flourish.
  • Modelo Especial has benefitted from its connections to our Food & Savor platform.
  • Our e-commerce platform, beerhouse.mx, lets consumers in Mexico purchase premium brands online.
Mexico
Latin America North
Latin America North
Latin America North

Strong organic results in both top-line and EBITDA were driven by our premium portfolio and innovations, while growing brand health.

  • Volumes rose for key brands, including Budweiser, Stella Artois, Corona and Original.
  • We introduced Skol Beats Spirit, building on the successful launch of Skol Beats Senses.
  • Brahma 0,0 has become the No. 1 non-alcohol beer in Brazil.
  • Brazilian craft brewers Wäls and Colorado were acquired through the Bohemia brewery.
Latin America North
Latin America South
Latin America South
Latin America South

Premium brands Corona and Stella Artois, and innovations such as MixxTail and a new variant of Patagonia, are driving performance in Latin America South.

  • In Argentina, our super-premium brand Patagonia launched a new Küné variant.
  • Bringing MixxTail to Argentina provides a flavorful cocktail alternative for consumers.
  • In Colombia, we acquired Bogotá Beer Company, and will expand its “bodega” neighborhood bar concept.
  • The first Corona Winter SunSets event was held at a popular ski resort in Chile.
Latin America South
Europe
Europe
Europe

Growth of Corona, Budweiser and Stella Artois, and innovative campaigns for our local champion brands, led to a solid performance in Europe.

  • Corona is becoming a key brand in most of the Zone.
  • Franziskaner NA and Hoegaarden Radler expanded our non-alcohol and low-alcohol choices respectively.
  • Consumers in France and Belgium are responding well to Leffe’s aperitif-moment positioning.
  • In Russia and Ukraine, Bud, Klinskoye, Sibirskaya Korona and Chernigivske mounted creative campaigns.
Europe
Asia Pacific
Asia Pacific
Asia Pacific

Activities in the Zone were led by the continued growth of Budweiser, a focus on super-premium brands, innovation in South Korea, and expansion in India and Vietnam.

  • Budweiser leads the international premium segment in China, with strong volume growth.
  • A separate team in China focuses on our super-premium brands: Corona, Stella Artois, Hoegaarden and Leffe.
  • In South Korea, we added new products such as Cass Beats and additional variants of OB.
  • We created an India and Southeast Asia (ISEA) Business Unit to build our business in that region.
Asia Pacific

A focus on Budweiser's quality, craftsmanship and heritage, as well as double-digit growth in the high-end portfolio, highlighted our performance in North America.

  • Budweiser’s “Brewed the Hard Way” campaign in the US supported the brands best year in over a decade in terms of volume performance.
  • High-end brands, such as Stella Artois, Goose Island and Michelob Ultra, delivered solid double-digit volume growth in 2015.
  • Bud Light launched a creative reset of the brand in connection with Super Bowl 50.
  • Several completed and announced acquisitions expanded our craft brewing choices.
North America

Growth of Corona, Budweiser and Stella Artois, and innovative campaigns for our local champion brands, led to a solid performance in Europe.

  • Corona is becoming a key brand in most of the Zone.
  • Franziskaner NA and Hoegaarden Radler expanded our non-alcohol and low-alcohol choices respectively.
  • Consumers in France and Belgium are responding well to Leffe’s aperitif-moment positioning.
  • In Russia and Ukraine, Bud, Klinskoye, Sibirskaya Korona and Chernigivske mounted creative campaigns.
Europe

Strong results in Mexico were driven by Corona and Victoria, as well as the popularity of Bud Light.

  • Corona delivered outstanding growth, and its improved position through music and sports events.
  • Bud Light remains the best-selling imported beer in Mexico.
  • Victoria launched a campaign inviting consumers, through a humorous approach, to let their Mexican-selves flourish.
  • Modelo Especial has benefitted from its connections to Food & Savor platform.
  • Our e-commerce platform, beerhouse.mx, lets consumers in Mexico purchase premium brands online.
Mexico

Strong organic results in both top-line and EBITDA were driven by our premium portfolio and innovations, while growing brand health.

  • Volumes rose for key brands, including Budweiser, Stella Artois, Corona and Original.
  • We introduced Skol Beats Spirit, building on the successful launch of Skol Beats Senses.
  • Brahma 0,0 has become the No. 1 non-alcohol beer in Brazil.
  • Brazilian craft brewers Wäls and Colorado were acquired through the Bohemia brewery.
Latin America North

Premium brands Corona and Stella Artois, and innovations such as MixxTail and a new variant of Patagonia, are driving performance in Latin America South.

  • In Argentina, our super-premium brand Patagonia launched a new Küné variant.
  • Bringing MixxTail to Argentina provides a flavorful cocktail alternative for consumers.
  • In Colombia, we acquired Bogotá Beer Company, and will expand its “bodega” neighborhood bar concept.
  • The first Corona Winter SunSets event was held at a popular ski resort in Chile.
Latin America South

Activities in the Zone were led by the continued growth of Budweiser, a focus on super-premium brands, innovation in South Korea, and expansion in India and Vietnam.

  • Budweiser leads the international premium segment in China, with strong volume growth.
  • A new team in China focuses on our super-premium brands: Corona, Stella Artois, Hoegaarden and Leffe.
  • In South Korea, we added new products such as Cass Beats and additional variants of OB.
  • We created an India and Southeast Asia (ISEA) Business Unit to build our business in that region.
Asia Pacific

Developing Beer Occasions

  • Every day, around the world, people come together to relax, savor a meal, lighten the mood, or enjoy a great night out. Those moments are better with friends, and with a great beer to enjoy responsibly.

    To build strong connections with consumers, we aim to understand how our brands can make good times even better. We closely align our marketing, sales, product development and other brand-building efforts with the main occasions for purchasing and consuming our products.

    Seizing the moment – to offer the right choices to the right consumers at the right times – will help drive sustainable growth.

    Go To Developing Beer Occasions (PDF)
    Developing Consumption Moments
  • When friends want to enjoy a moment together, music, sports and our brands are often part of the good times. Budweiser, with its quality heritage and crisp, clean taste, is the global standard-bearer for these occasions. Many of our local champions, such as Bud Light, Antarctica, Skol, Brahma, Victoria, Sibirskaya Korona, Michelob Ultra, Harbin and Jupiler, are also great complements to these shared occasions to unwind and enjoy the moment together among friends.

    Developing Consumption Moments
    Budweiser

    Consumers around the world choose Budweiser when they want to relax and bond with friends. With its quality and crisp, clean taste, it’s the global standard for Relaxation & Bonding.

    Developing Consumption Moments

    Budweiser

    Budweiser, the King of Beers, is the first choice of many consumers worldwide when they get together to relax and bond with friends. Its perfectly balanced taste symbolizes the American Dream, optimism and celebration. In the past year, the highly successful “Brewed the Hard Way” campaign in the US has positioned Budweiser as a “macro brew” made to exacting standards, leading consumers to take a fresh look at an old favorite brand. And around the globe, from electronic music festivals in China, to the first Budweiser brewery in Vietnam, to the iconic Clydesdales’ visit to Russia, the King of Beers is extending its reign.

  • Food is a passion for more and more consumers. Whether at a fine restaurant or a backyard barbecue, food lovers want to savor a drink that pairs well with their meal, complements the ingredients, and elevates the moment into a special occasion. Stella Artois, an international symbol of elegance and unsurpassed quality, epitomizes the quest for a refined taste experience. Local champions that also pair especially well with food include Leffe, Shock Top, Alexander Keith’s, Franziskaner and Hoegaarden, along with our portfolio of craft beers such as Goose Island, Blue Point, 10 Barrel and Elysian.

    Developing Consumption Moments
    Stella Artois

    Stella Artois, which is widely regarded as the world’s most sophisticated beer brand, has a prominent position on the menu of devoted food lovers worldwide.

    Developing Consumption Moments

    Stella Artois

    Stella Artois is a sophisticated brand that delivers an unparalleled quality experience and makes culinary occasions more special. The distinctive Stella Artois chalice and exacting Pouring Ritual distinguish the brand from all other beers. The prestige of Stella Artois is also supported by stylish advertising that emphasizes European “savoir faire” and a Belgian brewing tradition of more than 600 years. Stella Artois embodies a spirit of perfection around the globe – highlighted by its sponsorship of the World’s Greatest Events, such as the Festival de Cannes, Wimbledon, The Open Championship, and Abierto Argentino de Polo. In Toronto, Canada, Stella Artois created Sensorium, a unique, immersive sensory experience with beer and food pairings inspired by the five senses.

  • At the end of the day, people want to shift gears and reward themselves. Getting together with friends at a bar or at home, they want a beverage that mixes well and is fun to drink. Corona, known around the world for its “Find Your Beach” spirit, is sought after when friends want to change the mood. Consumers also want a drink that makes a great night even better. Innovations like MixxTail, Oculto, Cubanisto, Skol Beats Senses and Cass Beats, as well as local and international brands such as Beck's, Quilmes and the ‘Ritas’ family, will help us win with consumers on these occasions.

    Developing Consumption Moments
    Corona

    At the end of the day, people want to shift their mood and reward themselves. Corona – with its spirit of the beach and living in the moment – is the brand champion of these occasions.

    Developing Consumption Moments

    Corona

    Around the world, Corona SunSets festivals encourage consumers to let their mood flow from day to night – and to launch their own celebrations. Corona SunSets festivals celebrate the beach lifestyle in iconic seashore locations in Mexico, Canada, Spain, the UK and, more recently, India, Japan and China. Corona even held its first SunSets winter festival, away from the beach, at a mountaintop ski resort in Chile. A new partnership with the World Surf League is helping to form a strong connection between Corona and consumers who identify with this sport – or who crave the surfing lifestyle. The brand is bringing the spirit of the beach to select bars and other points of consumption, with special signs, fixtures, room decor and other features that transport consumers from their everyday lives into the world of Corona.

  • Developing Consumption Moments
    Developing Beer Occasions

    Every day, around the world, people come together to relax, savor a meal, lighten the mood, or enjoy a great night out. Those moments are better with friends, and with a great beer to enjoy responsibly./p>

    To build strong connections with consumers, we aim to understand how our brands can make good times even better. We closely align our marketing, sales, product development and other brand-building efforts with the main occasions for purchasing and consuming our products.

    Seizing the moment – to offer the right choices to the right consumers at the right times – will help drive sustainable growth.

    Go To Developing Beer Occasions (PDF)
  • Developing Consumption Moments
    Relaxation & Bonding

    Consumers around the world choose Budweiser when they want to relax and bond with friends. With its quality and crisp, clean taste, it’s the global standard for Relaxation & Bonding.

    When friends want to enjoy a moment together, music, sports and our brands are often part of the good times. Budweiser, with its quality heritage and crisp, clean taste, is the global standard-bearer for these occasions. Many of our local champions, such as Bud Light, Antarctica, Skol, Brahma, Victoria, Sibirskaya Korona, Michelob Ultra, Harbin and Jupiler, are also great complements to these shared occasions to unwind and enjoy the moment together among friends.

    Budweiser

    Budweiser

    Budweiser, the King of Beers, is the first choice of many consumers worldwide when they get together to relax and bond with friends. Its perfectly balanced taste symbolizes the American Dream, optimism and celebration. In the past year, the highly successful “Brewed the Hard Way” campaign in the US has positioned Budweiser as a “macro brew” made to exacting standards, leading consumers to take a fresh look at an old favorite brand. And around the globe, from electronic music festivals in China, to the first Budweiser brewery in Vietnam, to the iconic Clydesdales’ visit to Russia, the King of Beers is extending its reign.

  • Developing Consumption Moments
    Food & Savor

    Stella Artois, which is widely regarded as the world’s most sophisticated beer brand, has a prominent position on the menu of devoted food lovers worldwide.

    Food is a passion for more and more consumers. Whether at a fine restaurant or a backyard barbecue, food lovers want to savor a drink that pairs well with their meal, complements the ingredients, and elevates the moment into a special occasion. Stella Artois, an international symbol of elegance and unsurpassed quality, epitomizes the quest for a refined taste experience. Local champions that also pair especially well with food include Leffe, Shock Top, Alexander Keith’s, Franziskaner and Hoegaarden, along with our portfolio of craft beers such as Goose Island, Blue Point, 10 Barrel and Elysian.

    Stella Artois

    Stella Artois

    Stella Artois is a sophisticated brand that delivers an unparalleled quality experience and makes culinary occasions more special. The distinctive Stella Artois chalice and exacting Pouring Ritual distinguish the brand from all other beers. The prestige of Stella Artois is also supported by stylish advertising that emphasizes European “savoir faire” and a Belgian brewing tradition of more than 600 years. Stella Artois embodies a spirit of perfection around the globe – highlighted by its sponsorship of the World’s Greatest Events, such as the Festival de Cannes, Wimbledon, The Open Championship, and Abierto Argentino de Polo. In Toronto, Canada, Stella Artois created Sensorium, a unique, immersive sensory experience with beer and food pairings inspired by the five senses.

  • Developing Consumption Moments
    Breaking The Routine & Nightlife

    At the end of the day, people want to shift their mood and reward themselves. Corona – with its spirit of the beach and living in the moment – is the brand champion of these occasions.

    At the end of the day, people want to shift gears and reward themselves. Getting together with friends at a bar or at home, they want a beverage that mixes well and is fun to drink. Corona, known around the world for its “Find Your Beach” spirit, is sought after when friends want to change the mood. Consumers also want a drink that makes a great night even better. Innovations like MixxTail, Oculto, Cubanisto, Skol Beats Senses and Cass Beats, as well as local and international brands such as Beck's, Quilmes and the ‘Ritas’ family, will help us win with consumers on these occasions.

    Corona

    Corona

    Around the world, Corona SunSets festivals encourage consumers to let their mood flow from day to night – and to launch their own celebrations. Corona SunSets festivals celebrate the beach lifestyle in iconic seashore locations in Mexico, Canada, Spain, the UK and, more recently, India, Japan and China. Corona even held its first SunSets winter festival, away from the beach, at a mountaintop ski resort in Chile. A new partnership with the World Surf League is helping to form a strong connection between Corona and consumers who identify with this sport – or who crave the surfing lifestyle. The brand is bringing the spirit of the beach to select bars and other points of consumption, with special signs, fixtures, room decor and other features that transport consumers from their everyday lives into the world of Corona.

Growing Together

Our Mexico Zone is a powerful example of “Growing Together.” When we combined with Grupo Modelo in 2013, we anticipated exciting opportunities for our new market in Mexico and our newest global brand, Corona. The colleagues in both the AB InBev and Grupo Modelo organizations exceeded our expectations, coming together quickly and seamlessly.

Mexico is now a model of how to integrate and grow after a merger. We have invested heavily in Mexico, adding capacity and launching a major renovation of the Modelorama stores. We are planning to greatly expand our facilities in the State of Yucatán, to better serve the market and drive economic growth. We also help local barley growers become more self-sufficient. And, our Voluntarios Modelo program is a gold standard of community volunteerism.

Go To Growing Together (PDF)
Growing Together

Our passion for producing quality beer is shown by our investments in the craft category. As we build our portfolio of craft beers, we are preserving the craft brands’ cultures and connection to community, while helping each brand to grow.

The acquisition of Goose Island shows how we are creating opportunities for craft brands, by investing in an expansion of their brewery and warehouse space. We are also learning from their passion and expertise: Participants in our Global Brewmaster program attend sessions at Chicago’s Goose Island Brewery to hone their craft brewing skills.

In recent years, we have joined forces with craft brewers not only in the US, but also in Canada, Mexico, Colombia, Brazil and the UK, enabling more consumers to enjoy exceptional craft beers.

Go To Growing Together (PDF)
Growing Together

Stella Artois is helping to provide a solution for people around the world who lack access to clean water. The problem heavily impacts women, who often bear the burden of finding water for their families. In response, we launched a campaign called "Buy a Lady a Drink", in partnership with Water.org, a global not-for profit organization co-founded by actor Matt Damon and Gary White.

To engage consumers in this issue, we committed to funding five years of clean water for one person in a developing country for every purchase of a limited-edition Stella Artois chalice. In 2015, the campaign helped Water.org provide clean water to over 290 000 people. The latest edition of the campaign was launched at the 2016 Sundance Film Festival, with Matt Damon urging people to do their part to make a difference.

Go To Growing Together (PDF)
Growing Together

We believe companies, consumers, government authorities, NGOs and researchers must work together to encourage smart drinking behavior. To that end, we announced our new Global Smart Drinking Goals late in 2015.

Providing consumers with more alternatives will empower them to make smarter drinking choices. Among our goals, we pledged to expand our product portfolio to ensure that no- or lower-alcohol beer products represent at least 20% of our global beer volume by the end of 2025. Today, some of our fastest-growing products are in the no- or lower-alcohol category, such as Beck's Blue and Franziskaner Alkoholfrei in Germany, Brahma 0,0 in Brazil, Siberian Crown Non-Alcohol in Russia, O'Doul's in the US, and Hoegaarden Radler in the Benelux countries and France.

Go To Growing Together (PDF)
Growing Together

Our brewing operations require several million tons of malt barley a year, so a consistent supply of high-quality barley is vital. Through our SmartBarley program, we work with barley growers to help improve their growing practices and livelihoods.

SmartBarley helps farmers by benchmarking their practices and yields against farmers with similar growing conditions, barley varieties and crop rotations. We bring together agronomists, researchers and farmers, using advanced tools such as data analysis to identify best practices and close gaps in productivity.

By encouraging state-of-the-art farming techniques, we are growing a dependable, high-quality supply of malt barley, while enhancing economic opportunities for our grower partners.

Go To Growing Together (PDF)
Growing Together
Growing Together

Our Mexico Zone is a powerful example of “Growing Together.” When we combined with Grupo Modelo in 2013, we anticipated exciting opportunities for our new market in Mexico and our newest global brand, Corona. The colleagues in both the AB InBev and Grupo Modelo organizations exceeded our expectations, coming together quickly and seamlessly.

Mexico is now a model of how to integrate and grow after a merger. We have invested heavily in Mexico, adding capacity and launching a major renovation of the Modelorama stores. We are planning to greatly expand our facilities in the State of Yucatán, to better serve the market and drive economic growth. We also help local barley growers become more self-sufficient. And, our Voluntarios Modelo program is a gold standard of community volunteerism.

Go To Growing Together (PDF)
Growing Together

Our passion for producing quality beer is shown by our investments in the craft category. As we build our portfolio of craft beers, we are preserving the craft brands’ cultures and connection to community, while helping each brand to grow.

The acquisition of Goose Island shows how we are creating opportunities for craft brands, by investing in an expansion of their brewery and warehouse space. We are also learning from their passion and expertise: Participants in our Global Brewmaster program attend sessions at Chicago’s Goose Island Brewery to hone their craft brewing skills.

In recent years, we have joined forces with craft brewers not only in the US, but also in Canada, Mexico, Colombia, Brazil and the UK, enabling more consumers to enjoy exceptional craft beers.

Go To Growing Together (PDF)
Growing Together

Stella Artois is helping to provide a solution for people around the world who lack access to clean water. The problem heavily impacts women, who often bear the burden of finding water for their families. In response, we launched a campaign called Buy a Lady a Drink, in partnership with Water.org, a global not-for profit organization co-founded by actor Matt Damon and Gary White.

To engage consumers in this issue, we committed to funding five years of clean water for one person in a developing country for every purchase of a limited-edition Stella Artois chalice. In 2015, the campaign helped Water.org provide clean water to over 290 000 people. The latest edition of the campaign was launched at the 2016 Sundance Film Festival, with Matt Damon urging people to do their part to make a difference.

Go To Growing Together (PDF)
Growing Together

We believe companies, consumers, government authorities, NGOs and researchers must work together to encourage smart drinking behavior. To that end, we announced our new Global Smart Drinking Goals late in 2015.

Providing consumers with more alternatives will empower them to make smarter drinking choices. Among our goals, we pledged to expand our product portfolio to ensure that no- or lower-alcohol beer products represent at least 20% of our global beer volume by the end of 2025. Today, some of our fastest-growing products are in the no- or lower-alcohol category, such as Beck's Blue and Franziskaner Alkoholfrei in Germany, Brahma 0,0 in Brazil, Siberian Crown Non-Alcohol in Russia, O'Doul's in the US, and Hoegaarden Radler in the Benelux countries and France.

Go To Growing Together (PDF)
Growing Together

Our brewing operations require over 5 million tons of malt barley a year, so a consistent supply of high-quality barley is vital. Through our SmartBarley program, we work with some 17 000 barley growers in 9 countries to help improve their growing practices and livelihoods.

SmartBarley helps farmers by benchmarking their practices and yields against farmers with similar growing conditions, barley varieties and crop rotations. We bring together agronomists, researchers and farmers, using advanced tools such as data analysis to identify best practices and close gaps in productivity.

By encouraging state-of-the-art farming techniques, we are growing a dependable, high-quality supply of malt barley, while enhancing economic opportunities for our grower partners.

Go To Growing Together (PDF)

Dream-People-Culture

Our ability to grow together and deliver increasing value is built on our Dream-People-Culture platform. This has been a unique strength of our company since its inception and continues to guide our performance and progress.

Everything begins with our Dream: to be the Best Beer Company Bringing People Together For a Better World.

Great people are the key to making our Dream a reality. Through the talent, engagement and drive of our people—over 150 000-strong around the world—we deliver on our commitments to our customers, shareholders, communities and each other.

Building a Better World

We are committed to using our global resources—and our ability to bring people together—to build a Better World.

Our Better World commitment is based on three pillars: promoting responsible or smart drinking, protecting the environment, and engaging in our communities. We advance this effort by setting ambitious and measurable goals, sharing best practices and inspiring the efforts of our employees.

Through these efforts, we continue to strive to make the world a better place for our consumers, colleagues and partners, shareholders, and the communities in which we live and work.