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

Reed Karaim

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...

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