Anheuser-Busch had established market leadership in beer sales in New Orleans after resolving a union work stoppage. However, Miller Brewing Co. was still seen as the leader in the region. Anheuser-Busch wanted to eliminate Miller's image as the leader and increase its presence through sponsoring major local events like Mardi Gras and college basketball tournaments. It also aimed to target key on-premise and off-premise accounts as well as colleges and young adults. To better understand the local market, Anheuser-Busch maximized its presence through local sponsorships, promotions, and charitable donations.

1. Anheuser-Busch Sales
(Greater New Orleans)

2. Retail Sales Development
Situation:
• Anheuser-Busch’s New Orleans
Wholesale Operation had clearly
established market leadership,
resolved Teamsters Union work
stoppage & was now being sold.
Insights:
• Miller Brewing Co. formerly
lead New Orleans in both
Sales & Marketing efforts.
• Anheuser-Busch had now
clearly established its Sales
leadership in New Orleans.
• Anheuser-Busch wanted to
eliminate Miller Brewing Co’s
“look of the leader” image.
Targets:
• Colleges/Contemporary Adults
• Major Sponsorships & Events
• New Orleans “Who’s Who”
• On-Premise Key Accounts
• Off-Premise Key Accounts
Challenges:
• Unlike Anheuser-Busch Sales’
former leadership team, the
new Southern Eagle Sales &
Services ownership did not
fully-understand & appreciate
New Orleans’ unique lifestyles.
Solution:
• Maximized Anheuser-Busch’s
New Orleans presence through
event-based, Sales & Marketing
promotions such as:
- Nokia Sugar Bowl Classic
- Mardi Gras / Bud Clydesdales
- SEC Basketball Tournament
- A-B National Sales Meeting
Transitioned distributorship from
A-B (Corporate) ownership over
to Southern Eagle (Independent).Objectives:
• Local Media Advertising
• Sponsorships & Events
• Colleges/Young Adults
• Marketing Promotions
• Target Key Accounts
• Awareness/Education
• Charitable Donations
• Political Fundraisers
• Sampling Programs