At Anheuser-Busch InBev, concedes David Zapata, the brewer’s global marketing director/media transformation and partnerships, “we're a constant leaky bucket.
“We can find our consumers one day and convince them to buy our brand. The next day, they're going to choose another beer,” he told an online audience at the Association of National Advertisers’ (ANA) 2020 Digital Marketing Conference.
“Consumers, for the most part in our category, aren't loyal to just one brand … They have a whole repertoire of different beers that they're drinking. And they drink them at different times of day, on different occasions, and in different places.”...