Anheuser-Busch gets in touch with its female side with five tips for brand repositioning

Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.

Anheuser-Busch InBev has been engaged in a year-long research effort to understand why more women don’t drink beer.

“This is about looking at a category and fundamentally saying, ‘We need to change the way we think’… to create an inclusive category,” Molly Hayes, the company’s global director/innovation insights, told delegates at The Market Research Event (TMRE) 2018.

Doing so, she said, demands deep research and insight into “understanding human beings and what truly drives them.”

To that end, the global brewer is running 25 pilot projects in 15 different countries that seek to address issues that have kept women from...

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