Why the tap room taps the funnel for beer innovation at AB InBev
There are any number of reasons to envy the product-development team for a major brewery, but, for researchers, the prime appeal may not be the suds as much as the easy access to consumers.
And at Anheuser-Busch InBev's High End craft-beer division, there's nothing more critical in the development process than the final product testing.
"In our case," insists Max-Antonio Burger, New Ventures & Innovation Manager/High End, "it's fairly easy, because, most of the time, we have a tap room."
And, when the offering...