Elements Final Plan

Kati Bethuy
MPPR-505-101
5/9/2016
1: courtesy of Google Image Search
Anheuser-Busch

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Kati Bethuy | Anheuser-BuschStrategic Communications Plan
Table of Contents
Executive Summary...............................................................................................................................3
Background ............................................................................................................................................4
Situation Analysis ..................................................................................................................................9
Core Problem/Opportunity.....................................................................................................................9
Goal........................................................................................................................................................9
Objectives...............................................................................................................................................9
Key Publics ..........................................................................................................................................10
Brand Position and Framing Cues .......................................................................................................12
Messaging ............................................................................................................................................12
Strategies and Tactics...........................................................................................................................14
Calendar ...............................................................................................................................................21
Budget ..................................................................................................................................................23
Evaluation ............................................................................................................................................25
Appendix..............................................................................................................................................27

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Executive Summary
Anheuser-Busch has long had the nickname “King of Beers.” However, consumer tastes are
changing and Anheuser-Busch (AB) is beginning to lose the popularity it once had as craft beers
begin to take rise. People are beginning to choose craft beer over AB beers due to the wide selection
of flavors and styles craft beer has to offer. By promoting AB’s own craft beer brands as well as
their ciders and ready-to-drink premixes, AB will show craft beer drinkers that AB can also provide
a wide range of flavors and styles. AB will focus specifically on millennials, women, and Hispanic
Americans as they continue to make up a large part of today’s economy.
AB will focus primarily on three large scale campaigns, each geared towards a target audience.
Campaigns will range from social media to print advertisements to radio and television commercials
and will utilize the new concept of local meet-ups to promote AB’s products. No other beer
manufacturer has targeted these audiences, leaving fresh ground for AB to utilize to attract new
customers to AB’s beverages. Capturing the interest of millennials, women, and Hispanics will be
done by focusing on what these three audiences value. To do this, AB needs to promote their fruit
flavored beverages, low calorie options, social media platforms, and bilingual resources.
This comprehensive plan will cost $13,420,457 and will take place over the course of one year, with
potential for extension. It will put AB back on top as the “King of Beers” by bringing in new
clientele who are often forgotten by other beer manufacturers. It will attract current craft beer
drinkers and improve AB’s reputation among them.

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Background
External Environment
Results have shown that an increasing number of Americans are rejecting sugary drinks.i Instead,
they are looking for drinks that provide great taste with very few calories. American consumers
today are becoming increasingly interested in both healthy eating and supporting local small
businesses over big name businesses.
Based on an increase in per capita consumption of liquor and wine, Americans appear to be losing
interest in beer. While baby boomers are graduating to more sophisticated drinks, younger
generations, who grew up on sweet soft drinks, favor mixed drinks over beer.ii Overall, consumers
want something more than beer. They want something sophisticated and great tasting while still
being low in calories. As a result, sales of big brands continue to dip while sales of pricier, smaller
brands are rising as they woo customers with new flavor, styles,iii and healthier options.
Industry
The U.S. brewery industry includes more than 1,500 establishments with combined annual revenue
of about $32 billion.iv Among states, California has the most breweries, followed by Colorado,
Washington, Texas, and New York.v However, beer has lost 10 percent of U.S. alcohol-market share
over the last decade to wine and hard liquors.vi Companies like AB also compete with the rising
demand for craft beers. Six out of ten beer drinkers say a brewer's independence is important when
choosing a craft beer.vii Beer brewers have also seen a loss of revenue in barrels and kegs. Barrel and
keg share declined as a result of consumers spending less time drinking in establishments, and
instead save money by purchasing beer from off-premise retailers.viii However, due to its lower price
relative to bottled beer, canned beer has increased its share of industry revenue from 2009 to 2014.ix
Also, the overall economy is beginning to rise out, giving people more expendable money to spend
on luxury items like alcohol. The revival in the economy will help boost demand for beer –
especially pricier, higher-margin brands.x
The craft beer market has been on a steady upswing. In 2014, there was an 18 percent increase in
volume while also reaching double digit market share for the first time.xi In the past five years, the
craft segment has doubled from about five percent of total beer sales volume in 2010 to eleven

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percent in 2014.xii Revenue in the craft beer segment is projected to increase at an annualized 0.6
percent to $29.2 billion by 2018.xiii
Client
AB, first known as Bavarian Brewery, opened in 1852 in Saint Louis, Missouri.xiv Today, AB is
engaged in the production, distribution, and sale of beer and soft drinks worldwide.xv In 2008, AB
and the Belgian company InBev combined to become Anheuser-Busch InBev (AB InBev). AB
InBev is the world’s largest global beverage and brewing company and one of the top five consumer
products companies.xvi AB InBev's quarterly net profit rose to $2.68 billion in 2015, versus a profit
of $1.37 billion in 2014.xvii
Recently, AB spent an estimated $200 million on four craft breweries to add to its already extensive
brand portfolio.xviii This portfolio ranges from traditional beers such as Budweiser and Michelob
Ultra, to high end beers such as Stella Artois, to specialty beers such as Shock Top and Rolling
Rock. Attaining these craft breweries has allowed AB to create a footprint in the craft industry.
However, despite this, AB is still struggling to get craft beer drinkers to drink AB products. AB
represents a capital investment of more than $15.9 billion.xix
Product, Service, or Issue
While still the leader in the U.S., beer volume sales have been lower as consumer preferences have
shifted towards craft beers, wine, and liquors.xx In order to capitalize on American’s desire for low
calorie drinks with great taste, AB needs to focus less on their traditional beers like Budweiser and
Bud Lite and, instead, focus on their more unique drinks such as their craft beers, ciders, and
premixed drinks. AB released their first craft beer, Shock Top, in 2006.xxi AB is also making efforts
to expand through their ready-to-drink premixes and ciders with drinks like Bud Light Lime-A-Rita
and Johnny Appleseed cider.xxii These drinks are still considered decent but it’s time to try
something new to attract more people to all AB has to offer. By focusing on drinks low in calories
but high in taste, AB can attract a whole new audience. AB is looking to create “hybrid beverages”
to try and lure customers that have favored more flavorful beers and spirits. A tequila-flavored beer
called Oculto and a malt beverage cocktail known as MixxTail both hit the U.S. market in 2015.xxiii
AB is also “committed to improving agriculture productivity.xxiv’’ To demonstrate this, AB created
the SmartBarley program which helps more than 1,900 barley growers produce high-quality malt

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barley throughout the world. The program provides growers with the opportunity to “improve their
productivity, profitability and natural resource efficiency.”xxv AB also worked with barley growers to
reduce their water usage to 9-23 percentxxvi. This program shows AB’s concern for a better, greener
world as well as connecting AB on a more personal level with those who help make their product.
Promotions
According to AB’s company profile on MarketLinexxvii, the Bud Light “Up for Whatever” campaign
is a great example of “innovative digital activation at its most effective.” The campaign positioned
Bud Light as the “Perfect Beer for Whatever Happens.” The high point of the campaign was during
the summer of 2014 when Bud Light held a contest in which fans submitted their own “up for
whatever” videos. Almost two million people viewed digital content related to the campaign and
204,000 videos were submitted. AB selected 1,000 winners who received a weekend in Crested
Butte, Colorado (renamed Whatever, USA for the event). The success of this campaign demonstrates
the success of digital marketing. In order to keep up with the modern consumer, AB will need to
expand their digital marketing campaigns and focus on both social media
and mobile platforms.
AB has the second highest amount of sports advertisement spending at
$356.2 million. This is 81 percent of their total advertisement
spending.xxviii However, for the company’s new “Best Damn Root Beer,”
which includes 5.5 percent alcohol content, Anheuser-Busch’s Vice
President of Marketing, Jorn Socquet, did not plan much television
advertising. Instead, AB InBev did memorable “stunts” like turning a
Detroit billboard into a bar or putting a couch behind first base at a
baseball game for “the best damn seats” in the ballpark. “There's a bunch of stuff that we want to do
that people will say, hey that's cool,” Socquet said.xxix
On the negative side of AB’s advertising, AB angered craft beer drinkers when they released two
advertising campaigns in 2015 and 2016 “bashing” craft beer and its consumers.xxx Craft beer
drinkers argued that the most recent campaigns labeled them as “wussies” and “sissies.” This created
a riff between AB and craft beer drinkers, thus hurting AB’s reputation.
Market Share
Figure 2: Best Damn Root Beer put a couch a
behind home plate (source: Instagram)

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China leads the world in beer production, accounting for about 25 percent of the global market.xxxi
AB InBev, however, is the top-ranking U.S. alcoholic drinks company in total volume terms,
commanding a 37 percent share of overall total volume sales and a 45 percent share of beer sales.xxxii
AB InBev is dominant in the two largest and most mature lager categories, mid-priced and economy
lager, with volume shares of 60 percent and 50 percent in 2014, respectively.xxxiii As AB invested in
the cider category and the malt based RTD (ready to drink) category, volume sales continued to
grow.xxxiv
AB InBev kicked off a recent wave of acquisitions with the 2011 purchase of the Chicago-based
Goose Island Beer. In the last two years, the Belgium-based maker of Budweiser has bought six
more U.S. craft breweries, including two in December. AB has acquired craft brands such as Elysian
Brewing Company, Oregon’s 10 Barrel Brewing, Blue Point, and Goose Island. These brands form
approximately two percent of AB’s net U.S. volumes.xxxv AB plans to continue to expand the market
share of regional and national craft brands like Shock Top and Goose Island in the U.S. this year,
while also adding new flavors to other beer options and expand market share in the cider
category.xxxvi
Competition
The two major brewers in the U.S. are AB and MillerCoors.xxxvii Despite their big name status, AB
has a great deal of competition from the craft brewery industry. There were nearly 3,400 craft beer
breweries in 2014xxxviii with DG Yuengling and Son as the leading U.S. craft brewer by sales
volume.xxxix In 2014, while overall beer sales only rose by less than one percent, craft sales increased
about eighteen percent.xl One main thing driving craft beer sales is its diversityxli. There are many
flavors and styles to choose from, often even getting the attention of people who don’t generally like
the taste of beer.
Another factor to consider is the change in consumer. Millennials, those born somewhere between
the early 1980s and early 2000s, are rapidly becoming the main consumers in today’s economy.
Unlike the “baby boomers” or other generations before them, millennials are often considered “free
spirits.” Millennials desire "personality" in their products. They have less trust in "experts"xlii, or
those who are spokespeople for big names like AB. Instead, they put their trust in friends, family,
and smaller groups. AB’s acquisition of small business breweries demonstrates that craft beer is

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distributed by the big companies and is becoming more widely available. It also means that
millennials may even shun beers they like because of corporate taint.”xliii Millennials are more likely
to drink craft beers made by local breweries then they are to drink beer distributed by a big name
brand.
Mintel research found that 50 percent of overall craft beer drinkers express interest in locally made
beer, suggesting that retailers could benefit from including more local varieties in their mix.”xliv
Boston Beer, maker of Sam Adam’s Boston Lager, held a promotional contest where home brewers
sent in recipe ideasxlv. Winning recipes were made into their own bottled beers and distributed
locally. This contest garnered a lot of attention from home brewers and made them feel included
instead of put out by big business. In England, the beer
industry created a mobile application based on the food and
beer pairing movement. The application, built by Beer Garage
and Foodily,xlvi matches the weather with specific food and
beer pairings. Application users can then purchase the selected
products at their local store, furthering the brewer’s push into
the e-commerce arena.xlvii Applications such as this are
opening doors for big business breweries, provided they are
used properly.
Resources
AB has operations in 25 countries in the worldxlviii including
the U.S., China, Italy, and Russia. As of Dec. 2014, AB
operates 153 manufacturing facilities globally, including 123
beer production plants. Additionally, they own 17 facilities
that produce raw materials and packaging materials for their
beverages.xlix According to the AB websitel, AB is the U.S.
arm of AB InBev and operates 16 local breweries, 17 distributorships and 23 agricultural and
packaging facilities across the U.S., representing a capital investment of more than $15.9 billion. Its
flagship brewery is in St. Louis, Mo. Having such a large reach, AB is well known throughout the
world. This popularity can help to bring in people who have not drunk AB beverages before and
retain the customers they already have.
Figure 3: Example of a food and drink pairing
mobile application
(Source: PairWise on the iTunes Store)

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Situation Analysis
Big name beer brands like Anheuser-Busch are losing sales while the craft beer industry’s sales
continue to rise. There are approximately 115 million “Millennials,” those born from 1980 to 2000,
in the U.Sli. They are becoming one of the main sources of revenue for the economy. These
millennials want their products to have “personality” and they have less trust in “experts” than the
older generations. The craft beer industry addresses that need for personality with a diverse mix of
flavors and styles. AB has their own footprint in the craft beer world both by creating their own craft
beers like Shock Top, as well as acquiring small breweries under the AB brand. Despite this, sales
are still down. Because these smaller craft breweries are operating under AB, it means many
millennials may reject these beers, even if they’re ones they like, because of “corporate taint.”
AB is looking to build up their reputation among craft beer drinkers by increasing awareness of the
company’s own craft beers to attract new AB drinkers. AB needs to focus specifically on the
attention of millennials and making them fall in love with AB. AB also needs to target the Hispanic
community as they are rapidly growing and becoming one of the biggest consumer groups in the
U.S. AB needs to expand their social media presence, create Hispanic influenced marketing for the
Hispanic community, and create a mobile platform with the millennial style in mind to grow their
overall sales once again.
Core Problem/Opportunity
Anheuser-Busch is losing consumers as people begin to prefer small name craft beers over the big
name brands. As people continue to pick small name beers over Anheuser-Busch, AB’s reputation
with craft beer drinkers becomes increasingly negative. As AB’s reputation worsens, they will
continue to lose consumers, thus losing sales.
Goal
Position Anheuser-Busch as the preferred brand for craft beer, cider, and mixed drink consumers.
Objectives
Objective 1
Increase engagement on Facebook, Twitter, and Snapchat by 20 percent combined by March 2017.

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Objective 2
Raise awareness for Anheuser-Busch’s craft beers, ciders, and Ready-to-Drinks by 30 percent by
January 2017.
Objective 3
Increase positive feedback on social media sites by 25 percent by August 2016.
Key Publics
Public 1: Young BeerDrinkers in the United States Ages 21-30 (Millennials)
Millennials are rapidly becoming the generation that spends the most amount of money and,
therefore, are crucial for the economy. However, nearly half of young drinkers between the ages of
21 and 27 have never tried a Budweiser.lii A change in demographics is the biggest contributing
factor for the decline in AB salesliii. Simply put, AB’s drinkers are getting older. As the millennial
generation becomes the biggest money-spenders, they
are skipping over AB and going for beers that better
capture their attention.
49 percent of millennials said they drink craft beer
instead of big name beers like AB.liv Traditional beer
like Budweiser sounds bland and boring to a millennial.
Millennials are highly engaged and eager to acquaint
themselves with new styles and flavors of beer. Their
beverage consumption is steered by curiosity and a
desire to seek a new favorite drink.lv The millennial
generation is identified as history’s first “always-connected” generation, immersed in digital
technology and social media.lvi Three-quarters of millennials have created a profile on a social
networking site. lvii They also are part of the rapid increase in smart phone use. Millennials are
heavily influenced by their friends, what is deemed “cool” on social media, and celebrity figures.
Social media and mobile applications are great channels for getting the millennial generation
interested in AB products.
Public 2: Women between the Ages of 25 and 40 in the U.S.
Figure 4: the Increase of Homes with Smart Phones
(Source: Google Image Search)

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Historically men predominantly enjoy beer more than women.lviii However, in 2014, women
consumed more than 17 billion servings of beer.lix Traditionally, women have been largely ignored
by marketers of beer, leading women to other alcoholic beverages instead.lx Health is an important
consideration for female consumers who enjoy the social benefits of alcoholic beverages but wish to
avoid any negative effects.lxi
Women often view beer as unhealthy and
instead drink beverages such as red wine,
vodka, and cider. These drinks have more
calories but require less for the same alcohol
volume as one beer.lxii Because women view
beer as unhealthy, low calorie and lighter
options are often marketed with an emphasis on women.lxiii
Women consume as much as 30 percent of craft beer produced in the U.S.lxiv One reason they prefer
craft beer over the more traditional lagers is because craft beers often omit the bitter after taste
associated with more traditional beers. Wheat beers, for example, offer a milder, fruitier taste,
becoming increasingly appealing to younger female consumers.lxv Fruit flavored extensions of wheat
beers have been created to try and entice female wine drinkers to drink beer instead.lxvi Female
consumers tend to be more brand- and fashion- conscious and more responsive to a manufacturer’s
product innovation and marketing activity.lxvii They are influenced by their peers, social media, and
celebrities. There are more women entering the work force, plus a growing delay in life events such
as first marriage and first child, meaning that women have more disposable income now than in the
past.lxviii Because women are so often forgotten by the beer industry, they are a valuable group to
reach out to and hook in before anyone else does. Women’s magazines and social media are good
channels to use to reach women.
Public 3: Americans of Hispanic Ethnicity between the Ages of 21 and 35 in the Southwest U.S.
Hispanics are the fastest-growing consumer group in the U.S.lxix With a growth rate of 2.1 percent,
Hispanics are also one of the fastest growing demographic segments.lxx Already Hispanics are the
largest non-white population in America, at 54 million, and represent over 17 percent of all
Americans.lxxi 70 percent of America’s Latino population lives in California, Texas, Arizona, and
Figure 5: Comparison of calories in beer versus wine
(Source: winefolly.com)

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New Mexico.lxxii Because of this rapid growth of the Hispanic community, they are an ideal group to
focus on when promoting a product. When it comes to alcoholic beverages, beer is the most
preferred for Hispanics. lxxiiiMarketing to the Hispanic community means opening up a large, loyal
audience for advertising a specific product.
Hispanics are heavily influenced by their peers and can be reached through traditional television
advertisings – especially advertisements aired during soccer matches. Soccer is the “number one
passion point for Latino consumers.” Two-thirds of Hispanic drinkers in the U.S. watch Mexican
soccer weekly. Budweiser is a current sponsor of Major League Soccer.lxxiv According to a Mintel
report on Hispanic Media Consumption, 36 percent of Hispanics find TV commercials interesting
and 38 percent arrange their schedule around TV programs.lxxv All media channels, though, are
important and must be in both English and Spanish.
Brand Positioning and Framing Cues
Anheuser-Busch has been considered the leading name in the beer industry for many years.
Nicknamed “the king of beers,” AB prides itself on being the best brewery in the industry.
Americans, however, are starting to turn towards craft beers instead of AB’s beers. AB is starting to
be seen as a “macho beer” and one that degrades those who drink craft beerlxxvi. AB is looking to
change their brand positioning to one that includes craft beer drinkers. AB seeks a positive
connection with craft beer drinkers and encourages them to try some of AB’s own craft beer
selections. AB hopes to accomplish this connection by focusing in on groups often forgotten when
marketing beer and creating positive campaigns geared towards specific needs of craft beer drinkers.
AB will frame their product using attributes, choices, and actions to show what makes AB an ideal
beer.
Messaging
All Key Publics
Message 1: AB provides great taste at an affordable price.
o On average, a six pack of AB beer costs less than $10 a pack.
o You could spend $26.99 for a fifth of vodka or you could get six cold, refreshing
beers instead.

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Message 2: AB is low in calories and high in quality.
o One bottle of Rolling Rock, one of AB’s popular beers, is only 130 calories. That’s
280 calories less than a Starbucks Mocha Frappuccino!
o AB’s craft beer, Redbridge, only has 127 calories.
Young Beer Drinkers in the United States Ages 21-30 (Millennials)
Message 3: AB offers mixed drinks and ciders for those who prefer sweetest tastes.
o Lime-A-Rita Splash and Straw-Ber-Rita Splash offers the same great taste as the Bud
Light Lime-A-Rita family, but with a lower alcohol by volume rate so that consumers
can enjoy them more often.
o AB also offers beverages such as Johnny Appleseed Hard Apple Cider and the malt
liquor beverage, King Cobra.
Message 4: With so many styles and flavors to pick from, AB knows you will find your new
favorite drink.
o AB has more than 100 varieties of beer and alcoholic beverages on the marketlxxvii.
o AB’s Goose Island melds a strong, dark imperial stout’s coffee and chocolate flavors
with a premium bourbon taste to create the most decadent dessert beer aroundlxxviii.
Women between the Ages of 25 and 40 in the U.S.
Message 5: AB gets rid of the bitter after taste many other beers have.
o AB’s own craft beer, Shock Top, comes in flavors like Raspberry Wheat, Lemon
Shandy, and Honeycrisp Apple Wheat.
o Hurricane High Gravity, a high end malt liquor, offers a very full-bodied flavor with a
smooth, sweet finish.
Message 6: Michelob Ultra and Bud Light are not only two of the least fattening beers in the
industry; they also can help to keep you healthy.
o In moderation, beer can provide health benefits such as reducing the risk of heart
disease.lxxix

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o According to the New England Journal of Medicine, women who have one alcoholic
drink a day are less likely to see a decline in mental abilities and memories as they
age compared to their non-drinking or heavier drinking counterpartslxxx
Americans of Hispanic Ethnicity between the Ages of 21 and 35 in the Southwest U.S.
Message 7: We know that the Hispanic culture prides itself on tradition.
o Modelo Especial, our Mexican brewed beer, is a high quality beer that makes a
statement of substance over style because of its distinctive look, authenticity, and
well-balanced flavor.
o AB’s Bud Light is an official sponsor of Major League Soccer.
Message 8: AB knows you are proud of your Hispanic roots and we want to help you celebrate them
by producing a beer with you in mind.
o AB created Budweiser and Clemato Chelada specifically with Hispanic Americans in
mind.
o AB brings you beers like Modelo Especial and Montejo straight from Mexico.
Strategies andTactics
AUDIENCE: MILLENNIALS
Strategy 1: Leverage smart phone popularity to promote Anheuser-Busch products.
 Develop an application compatible with both Apple and Android smart phones that offer
several ways for the user to get familiar with AB’s products. Involve the use of prizes,
coupons, food pairings, and events to entice the user to download the application.
o Offer coupons for dollars off AB products. Coupons can be claimed via cell phone or
can be sent to the user’s email to be printed.
o Create a rewards system within the application. Users receive points per dollar spent
on AB products. Points can be cashed in for prizes such as t-shirts, DVDs, tablets,
and hotel stays.
o Set up an in-application feature that shows what beverages go best with various types
of meals. Users can select what they are eating for a specific meal and the application
will let them know what AB beverage pairs best with their meal. The feature can also
use GPS locating to inform the user of locations nearby selling that specific beverage.

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o Hold exclusive events specifically for application users. Events can be meet-ups at
local establishments that serve AB products. Events may have appearances by local
celebrities, giveaways of various types, or other exciting “members only” perks.
 Develop a QR code to place on all AB bottles and cans.
o A QR code is a two-dimensional barcode which can store encoded data. AB’s QR
code would be linked to a website that could only be accessed by scanning the QR
code with a smart phone.
o The exclusive QR website will contain facts about AB
products as well as games that can be played on a
mobile device, a special “selfie filter” that can add an
AB clip art beer to the user’s photo, special in-store
coupons for purchasing more AB products, live webcam
of the Clydesdale barn, and links to post on a user’s
social media about how much they are enjoying the AB beverage they scanned.
o Add the QR code to table advertisements found on restaurant tables. The code can be
scanned to give users something to do while they wait for their food. The
advertisements could also have beer and food pairings suggested specifically for the
restaurant it is located in.
 Create an AB sponsored game for iPhone and Android platforms.
o Design a game consisting of several mini games users can play.
o Some of the games included would be a matching game using photographs of AB
products for matching, poker with AB branded cards, and Pacman using an AB
delivery truck as Pacman and beer bottles as the ghosts.
o High scores can be saved to the game’s “Board of Fame” which will show up in the
game as well as on AB’s main website.
Strategy 2: Designa social media campaign focused on the millennial generation.
 Develop the “What’s Your Personality?” campaign geared towards millennials and the idea
of expressing who you are.
o Promote the hashtag #WhatsYourPersonality. Apply this hashtag to every post on all
social media platforms.
Figure 6: Example of a QR code
(Source: Google Image Search)

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o Create posts for Facebook, Twitter, and Instagram that feature eye catching visuals
showcasing young adults and what makes them unique. Make sure all posts have the
#WhatsYourPersonality hashtag attached.
o Encourage young adults to submit photos to AB’s Facebook page or Twitter account
showcasing what makes them unique. Retweet or share photos to highlight some of
the people that enjoy AB.
o Photograph various celebrities enjoying AB products in situations such as lounging
by the pool, dancing at a night club, playing guitar, and sitting on a movie set with a
quote stating what makes up their personality followed by asking what makes up the
viewer’s personality. Post these photos to all social media sites.
 Develop a Snapchat presence for AB.
o Create a brightly colored filter that Snapchat users can add to their snaps with the AB
logo in the corner.
o Consider a second lens for use in “selfie mode” that would create a humorous
animation for the user’s face. This filter would also have the AB logo in the corner.
Have this lens available during all major sporting events.
o Create a Snapchat account for AB. Have a Snap story highlighting behind-the-scenes
footage of AB’s breweries, people enjoying AB beverages, questions and answers
with various top leaders of AB, and videos and photos of the famous Budweiser
Clydesdales. Have this story updated daily. The story can also have giveaways by
having users screenshot a particular part of the story to be entered to win.
 Broadcast a live Periscope monthly meeting with the President of AB.
o Use the broadcast as a way for users to have a question and answer session with the
President of AB. Users can ask anything pertaining to AB in the comment section and
the President can answer as many questions as time allows.
o Have the broadcast run approximately an hour in real time. Post a recording of the
meeting on Facebook, Twitter, Instagram, and AB’s website for people to watch later
if they missed the real time meeting.
AUDIENCE: WOMEN

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Strategy 3: Highlight Anheuser-Busch’s wheat and fruit flavored beverages through
advertisements and special events.
 Broadcast television commercials during shows with high female viewership.
o Focus commercials specifically on wheat and fruit flavored AB beverages.
o Have commercial script talk about wheat and fruit flavored beers not being your
typical beer. Focus on what makes it different so that even those who normally do not
drink beer will be drawn to try it.
o Hire female actors for the commercials so that female viewers can relate and the
commercial has an overall feminine feel.
o Air commercials during shows that are watched predominantly by a female audience
such as soap operas, Ellen, and The View.
 Create celebrity endorsed advertisements to be placed in women’s magazines.
o Hire popular female celebrities in music, film, and modeling to participate in print
advertisements.
o Showcase celebrities enjoying AB beverages, drawing attention to their crisp, fruity
flavor.
o Have advertisements run in magazines such as Women’s Day, Home and Garden, and
Martha Stewart Living.
 Create an event for women to sample Anheuser-Busch’s wheat and fruit flavored beverages.
o Design a “girls’ night out” event held at various locations throughout the country.
o At the events, showcase AB’s wheat and fruit flavored beers by allowing participants
to sample them in a beer tasting format.
o Pair the samples with foods that go well with the various beverages. Mention how
well these pair and provide recipe cards that women can take home to recreate for
their next dinner.
o Have music, games, and giveaways to add to the excitement of the event while
keeping AB’s beverages in the spotlight.
o Advertise these events on all social media platforms, focusing especially on Facebook
and creating Facebook events that can be shared by users.

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Strategy 4: Increase awareness for Anheuser-Busch’s low calorie options through social media
and magazine campaigns.
 Create social media advertisements focusing on Anheuser-Busch’s low calorie beers.
o Design advertisements that compare an AB beverage to something such as a
Starbucks beverage. Highlight that AB’s beverage is significantly lower in calories.
Post images on Facebook, Twitter, and Instagram accounts.
o During the month of February, which is American Heart Month, run a social media
campaign discussing how beer can be good for the heart. Feature video posts with
doctors discussing how beer can reduce the risk of heart disease.
o Periodically post images of an AB beverage and a food or drink that surprisingly has
more calories than the AB product. In the image, ask which has more calories. Leave
up for several hours for people to guess which has more and then reveal the answer in
a follow up post.
 Develop advertisements for women’s magazines that focus on Anheuser-Busch and health.
o Design advertisements highlighting fun ways to “burn off” any calories AB beverages
may cause. Examples could be dancing at a night club, swimming in a luxurious pool,
or playing a pickup game of baseball.
o Place advertisements in women’s magazines including health and cooking magazines.
o In cooking magazines, place advertisements near recipes that AB beverages would
pair well with.
o Share advertisements on social media sites as well as in magazines to ensure the
largest audience possible.
AUDIENCE: YOUNG AMERICANS OF HISPANIC ETHNICITY
Strategy 5: Developa line of commercials focused specifically on the Hispanic community.
 Pitch a commercial campaign to all major television networks with the slogan “hacer tu
propio,” meaning “make it your own” in Spanish.
o Have all commercials in the campaign posted on AB’s website and YouTube account
in both English and Spanish.
o Air commercials during all televised Major League soccer games.

19
o Commercials will focus on AB beverages such as Modelo Especial and other
Hispanic influenced selections.
o Ensure that all actors involved in the commercials are of Hispanic ethnicity.
 Hold a contest correlating with the “hacer tu propio” campaign.
o Air “feel good” stories on both YouTube and television showing real people talking
about family, Hispanic traditions, etc. Have the people in the stories explain how AB
beverages were a part of these events. Sell the idea that the people in the stories made
AB personalized for them.
o At the end of every story, encourage viewers to submit their own stories of how they
have made AB products their own. Feature these stories on AB’s website and
YouTube page.
o Have viewers go to AB’s website to vote for the story they like the most. When the
contest closes, reward the winning submission with tickets to a Major League Soccer
game.
 Broadcast “hacer tu propio” advertisements on Latin radio stations.
o Record all radio advertisements in both English and Spanish.
o Have the radio advertisements run in the same format at the television ones, with
sharing “feel good” stories with the listeners and explaining how AB made the event
more memorable.
o Encourage radio listeners to go to AB’s website to vote for the best story or to add
their own submission.
Strategy 6: Increase the bilingual advertising of Anheuser-Busch products.
 Create bilingual billboards to be placed in areas of high activity.
o Design billboards to feature Hispanic values. For example, a billboard may feature a
Hispanic family gathered around a child hitting a piñata at a birthday party.
o Make sure billboards are written in both English and Spanish with the Spanish
wording being slightly larger than the English.
o Place billboards in areas with a high Hispanic population. Also place billboards
outside of sporting venues where soccer is played.
 Distribute bilingual swag items at Major League Soccer games.

20
o Hire bilingual employees to run a tent at the entrance to the arena.
o Have employees distribute items such as key chains, stickers, and small soccer balls
to all those attending the event. Make sure all items have AB’s logo on them.
o Encourage employees to talk with all fans in whichever language they are most
comfortable with.
 Design an all Spanish Anheuser-Busch website.
o On the main AB website, create the option for viewing the page in Spanish or
English.
o When a viewer chooses the Spanish website, have the website not only translate to
Spanish but have it feature Hispanic ideals as well as photographs that showcase
Hispanic people in situations they highly value.
o Make sure there is a link to the “hacer tu propio” contest on the Spanish website as
well as a way for viewers to submit their own stories.

21
Calendar
JAN FEB MARAPR MAY JUN JUL AUG SEP OCT NOV DEC
MILLENNIALS
Strategy 1:
Create graphics and videos for mobile use
Create a mobile application
Purchase Reward Point prizes
Deveiop QB accessible only website
Develop a QB code
Design and print restaurant table
advertisements
Book member only meetup locations
Buy meetup supplies
Create mobile game for iPhone and Android
Strategy 2:
Create a Snapchat account
Create a Snapchat filter
Create a Snapchat sponsored lens
Set up a Periscope account
Host monthly Periscope meetings
Develop "What's Your Personality?" campaign
Hire celebrites for endorsed advertisements
Create celebrity endorsed advertisements
WOMEN
Strategy 3:
Hire actors for television commercials
Produce television commercials
Run television commercials
Hire celebrites for endorsed advertisements
Create celebrity endorsed advertisements
Run celebrity endorsed advertisements in
magazines
Book locations for "Girls Night Out"
Book food for "Girls Night Out"
Hire DJ for "Girls Night Out" entertainment
Buy prizes for giveaways at "Girls Night Out"
Advertise event on social media
Strategy 4:
Interview doctors for Heart Month
Create social media advertisements
Develop print advertisements for women's
magazines

22
JAN FEB MARAPR MAY JUN JUL AUG SEP OCT NOV DEC
HISPANICS
Strategy 5:
Hire actors for television commercials
Develop and produce "make it your own"
commercials
Buy commercial space during all MLS games
Buy tickets to an MLS game for contest prize
Record commercials for radio air
Buy radio space
Strategy 6:
Design a Spanish website
Design billboards
Buy billboard spaces
Buy swag items for distribution at MLS games
Hire bilingual employees for games
Attend MLS games to hand out swag
ALL PUBLICS
Hire Social Media specialists
Distribute tracking logs to liquor store owners
Implement polling on social media accounts

23
Budget
Count
Cost Per
Item Projected Cost Sponsored Credit
Final
Projected
MILLENNIALS
Strategy 1: Leverage smart phone popularity
Create a mobile application 1 $250,000 $250,000 $0
Fees for mobile application setup 1 $5,000 $5,000 $0
Purchase Reward Point prizes 9 $500 $4,500 $0
Book member only meetup locations 9 $100 $900 $100
Buy meetup supplies 9 $200 $1,800 $0
Develop a QR code 1 - - $0
Create QR accessible only website 1 $10,000 $10,000 $0
Design and print restaurant table advertisements 5000 $0.05 $250 $250
Design mobile game 1 $5,000 $5,000 $0
Create graphics and videos for mobile use 40 $100 $4,000 $0
STRATEGY
SUBTOTAL: $350 $530,750
Strategy 2: Design a social media campaign for millennials
Develop "What's Your Personality?" campaign 1 - - $0
Hire celebrites for endorsed advertisements 5 $30,000 $150,000 $0
Create celebrity endorsed advertisements 12 $15,000 $180,000 $0
Create a Snapchat filter 1 - - $0
Create as Snapchat sponsored lens 1 $500,000 $500,000 $3,000
Create a Snapchat account 1 - - $0
Set up a Periscope account 1 - - $0
STRATEGY
SUBTOTAL: $3,000 $827,000
WOMEN
Strategy 3: Highlight wheat and fruit flavored beverages
Produce television commercials 1 $2,500 $2,500 $0
Hire actors for commercials 3 $1,000 $3,000 $0
Run television commercials 50 $100,000 $5,000,000 $10,000
Hire celebrites for endorsed advertisements 3 $10,000 $30,000 $0
Create celebrity endorsed advertisements 12 $15,000 $180,000 $0
Run celebrity endorsed advertisements in magazines 3 $500,000 $1,500,000 $0
Book locations for "Girls Night Out" 4 $100 $400 $100
Book food for "Girls Night Out" 4 $250 $1,000 $0
Hire DJ for "Girls Night Out" entertainment 12 $200 $2,400 $0
Buy prizes for giveaways at "Girls Night Out" 6 $200 $1,200 $0
Advertise event on social media 24 - - $0
STRATEGY
SUBTOTAL: $10,100 $6,710,400

24
Strategy 4: Increase awareness for AB's low calorie options
Create social media advertisements 52 - - $0
Interview doctors for Heart Month 4 $25 $100 $0
Develop print advertisements for women's magazines 12 - - $0
Run advertisements in magazines 1 $60,000 $60,000 $0
STRATEGY
SUBTOTAL: $0 $60,100
HISPANIC AMERICANS
Strategy 5: Develop line of Hispanic geared commercials
Develop and produce "make it your own" commercials 1 $2,500 $2,500 $2,500
Buy commercial space during all MLS games 34 $150,000 $5,100,000 $0
Hire actors for commercials 3 $2,000 $6,000 $0
Buy tickets to an MLS game for contest prize 2 $200 $400 $0
Record commercials for radio air 1 $300 $300 $300
Buy radio space 2 $8,000 $16,000 $0
STRATEGY
SUBTOTAL: $10,300 $5,122,400
Strategy 6: Increase bilingual advertising of AB products
Buy billboard spaces 10 $15,000 $150,000 $0
Design billboards 10 - - $0
Buy swag items for distribution at MLS games 16 $300 $4,800 $0
Hire bilingual employees 16 $200 $3,200 $0
Design a Spanish website 1 $10,000 $10,000 $0
STRATEGY
SUBTOTAL: $168,000
ALL PUBLICS
Distribute tracking logs to liquor store owners 16 $0.42 $7 $0
Purchase HootSuite 1 $1,800 $1,800 $0
STRATEGY
SUBTOTAL: $1,807
CAMPAIGN TOTAL $13,420,457

25
Evaluation
To ensure that all goals and objectives are met, the following evaluation methods will be used.
Create a social media campaign increasing engagement by 20 percent on Facebook, Twitter,
and Snapchat combined by March 2017.
Before the new campaign is launched, the number of followers on each platform as well as the
number of shares, retweets, and snaps watched will be documented. Approximately halfway through
the year, all data will be reassessed. Any social media platforms that are not succeeding will be re-
evaluated and either a new plan for those platforms will be created or that platform will be dropped
to focus on the more successful ones. A click tracker will also be used to keep track of the number of
people who click links on social media to go to AB’s website. Lastly, a log will be kept to note how
many people download the AB mobile application. There will be no extra costs for these evaluation
methods as they will all be completed by Public Relations employees.
Raise awareness for Anheuser-Busch’s craft beers, ciders, and RTDs by 30 percent within six
months.
A market analysis will be conducted to see how AB’s craft beers, ciders, and RTDs are selling. A
tracking log will be sent to multiple liquor stores throughout the country. Stores will be selected at
random while making sure that every region of the U.S. is represented. Liquor store owners will be
asked to note every time they need to restock any of AB’s craft beers, ciders, or RTDs. After six
months, logs will be collected from the store owners via mail to see if there has been an increase in
sales. A track clicker will also be used to make note of how many people visit AB’s website’s
section on craft beers, ciders, and RTDs. Also, polls will be conducted on AB’s Facebook and
Twitter accounts as well as their main website. The polls will ask questions geared towards seeing
who is drinking AB’s craft beers, ciders, and RTDs, which are their favorites, etc. A new poll will be
conducted each month for duration of six months.
Increase positive feedback on social media sites by 25 percent in the next three months.
For the remaining six months of the calendar year, polls will be conducted on AB’s social media
accounts to get a feel for how the public views AB. HootSuite will be used to track all comments on
AB’s social media accounts. A search tool will be implemented to keep track of keywords in

26
comments on social media accounts. Keywords will be logged to continue to track the percentage of
comments that are negative versus those that are positive.

27
Appendix
SWOT ANALYSIS
Strengths
 AB is known for effective and creative
marketing campaigns
 Acquisitions of smaller craft breweries
give AB access to more craft beers
distributed under their name
 Excellent use of social media including
Facebook, Twitter, and Snapchat
 Well known throughout the world as a
leader in the beer industry
 Creation of hybrid beverages that no
other manufacturers have made
Weaknesses
 Two commercial campaigns, both of
which aired during the Superbowl
angered craft beer drinkers, pushing
them further from ABlxxxi
 People have the desire to support
“small businesses” versus big name
brands
 There is a growing need for diversity in
beer flavors and styles
 Stringent advertising regulations are in
place to control irresponsible portrayal
of alcoholic drinkslxxxii. These
regulations require that at least 70
percent of the audience for the
advertising consists of adults aged 21
and overlxxxiii
 Continue to cater more to the older
generation than the up and coming
“millennial” generation
Opportunities
 Johnny Appleseed cider “named after
an American agricultural icon whose
story is taught to children to teach
sustainability. The cider brand reminds
adult consumers of the legendary
figure, but also educates consumers
about America’s oft forgotten cider
tradition.” lxxxiv
 The growth of the mobile application
market
 Apologizing for previous “craft
knocking” campaigns could gain back
some of those AB angered and lost
business with
 Marketing specifically to women, a
market often forgotten by other beer
manufacturers
 The rapid expansion of the Hispanic
American community and their
contributions to the economy
Threats
 The rise of the craft beer industry is
leading many to choose “small
business” breweries over the larger
breweries like AB
 People are choosing wine and liquor
over beer
 People are concerned about their health
and fear beer is an unhealthy beverage
of choice
 Imported beers are on the rise, causing
many to lose interest in the traditional
American lager
 The change in consumer is moving
from “baby boomers” to “millennials”
who prefer small business over big
corporations

28
CONFIRMATION TABLE
Key Publics Millennials Women Hispanic Americans
Objectives * Increase
engagement on
Facebook,
Twitter, and
Snapchat
* Raise awareness
for Anheuser-
Busch’s craft
beers, ciders, and
RTDs
* Increase positive
feedback on social
media sites
* Increase
engagement on
Facebook,
Twitter, and
Snapchat
* Raise awareness
for Anheuser-
Busch’s craft
beers, ciders, and
RTDs
* Increase positive
feedback on social
media sites
* Increase
engagement on
Facebook,
Twitter, and
Snapchat
* Raise awareness
for Anheuser-
Busch’s craft
beers, ciders, and
RTDs
* Increase positive
feedback on social
media sites
Self-Interests * New styles and
flavors
* Curiosity and
desire to seek a
new favorite drink
* Full immersion
in social media
and digital
technology
* Being healthy
Drinks low in
calories
* Beverages that
avoid a bitter
aftertaste
* A sense of
loyalty to tradition
* Beer is the
preferred
alcoholic beverage
* Love television
shows and will
rearrange schedule
around them
Primary Messages * With so many
styles and flavors
to pick from, AB
knows you will
find your new
favorite drink.
* AB offers mixed
drinks and ciders
for those who
prefer sweetest
tastes.
* Michelob Ultra
and Bud Light are
not only two of
the least fattening
beers in the
industry; they also
can help to keep
you healthy.
* AB gets rid of
the bitter after
taste many other
beers have.
* AB knows you
are proud of your
Hispanic roots and
we want to help
you celebrate
them by producing
a beer with you in
mind.
* We know that
the Hispanic
culture prides
itself on tradition.
Influencers/Opinion
Leaders
* Friends
* Social media
* Celebrities
* Peers
* Social Media
* Celebrities
* Peers
* Television
Strategies * Leverage smart
phone popularity
to promote
Anheuser-Busch
products.
* Design a social
* Highlight
Anheuser-Busch’s
wheat and fruit
flavored
beverages.
* Increase
* Develop a line
of commercials
focused
specifically on the
Hispanic
community.

29
media campaign
focused on the
millennial
generation.
awareness for
Anheuser-Busch’s
low calorie
options.
* Increase the
bilingual
advertising of
Anheuser-Busch
products.
Tactics * Develop an
application
compatible with
both Apple and
Android smart
phones.
* Develop a QB
code to place on
all AB bottles and
cans.
* Develop the
“What’s Your
Personality?”
campaign geared
towards
millennials and
the idea of
expressing who
you are.
* Develop a
Snapchat presence
* Broadcast a live
Periscope meeting
monthly with the
President of AB.
* Broadcast
television
commercials
during shows with
high female
viewership.
* Create celebrity
endorsed
advertisements to
be placed in
women’s
magazines.
* Create an event
for women to
sample Anheuser-
Busch’s wheat and
fruit flavored
beverages.
* Create social
media
advertisements
focusing on
Anheuser-Busch’s
low calorie beers.
* Develop
advertisements for
women’s
magazines that
focus on
Anheuser-Busch
and health.
* Pitch a
commercial
campaign with the
slogan “hacer tu
propio”, meaning
“make it your
own” in Spanish
to all major
television
networks.
* Hold a contest
correlating with
the “hacer tu
propio” campaign.
Broadcast “hacer
tu propio”
advertisements on
Latin radio
stations.
* Create bilingual
billboards to be
placed in areas of
high activity.
* Distribute
bilingual swag
items at Major
League Soccer
games.
* Design an all
Spanish
Anheuser-Busch
website.

30
CREATIVE MATERIALS
Social Media Post
On both Facebook and Twitter,
post an image like this with a
message asking which one
people think has less calories.
Leave the post up for six to
eight hours before writing a
follow up post in which you
reveal the answer. Ensure that
each AB product has fewer
calories than the other product
being compared. Post visual
quizzes like these once a week.
Snapchat Lens
A Snapchat selfie lens would put oversized sunglasses on the person.
The sunglasses would look like they have beer in the lenses that would
be “sloshing” while the lens is applied. The lens would also have a
vibrant border with the Anheuser-Busch logo in the bottom right
corner.

31
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i Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec.
ii “Bars and Nightclubs – Full Profile”, February 22, 2016. Accessed March 11, 2016. Mergent.
iii Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News.
35 (August 12, 2013): 84
iv Ibid.
v “Breweries – Full Profile”, December 14, 2015. Accessed March 11, 2016. Mergent.
vi Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec.
vii Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec.
viii Ibid.
ix Ibid.
x United States Beer Wholesaling Market: Revenue Will Gradually Improve as Wholesalers Emphasize Sales of
Higher-Margin Specialty Brands. Chatham: Newstex, 2014.
xi Rotunno, Tom. “Inside Anheuser-Busch’s Craft Beer Deals.” CNBC, July 26, 2015.
xii “Breweries – Full Profile”, December 14, 2015. Accessed March 11, 2016. Mergent.
xiii “United States Breweries Market: Craft Beers and Microbrews Will Boost Profit, but Higher Input Costs Threaten
Growth.” Newstex, 2014. http://search.proquest.com/docview/1634885748?accountid=11091.
xiv Anheuser-Busch.“Our Heritage - History,” Accessed March 11, 2016.
http://anheuser-busch.com/index.php/our-heritage/history/
xv “Anheuser-Busch InBev SA/NV MarketLine Company Profile,” November 13, 2015. 1-38.
xvi “Jo Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” BoardroomInsiders, Inc,

34
xvii “Benzinga: AnheuserBusch Inbev Q1 Profit Surges.” Newstex, 2015.
http://proxy.library.georgetown.edu/login?url=http://search.proquest.com/docview/1678718719?accountid=11091.
xviii Rotunno, Tom. “Inside Anheuser-Busch’s Craft Beer Deals.” CNBC, July 26, 2015.
xix Anheuser-Busch.“About Anheuser-Busch,” Accessed January 30, 2016.
xx Ibid.
xxi Ibid.
xxii Ibid.
xxiii Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” Boardroom Insiders, Inc,
xxiv Facebook, Inc. “Anheuser-Busch’s FacebookPage.” Last modified February 25, 2016. Accessed
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xxviii Miller, Richard K. and Kelli Washington.“Sports Marketing” in Consumer Behavior 2013,2013.
538-540
xxix Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec.
xxx Tuttle, Brad. “Budweiser Doubles Down by Mocking Craft Beer Again in Super Bowl Ad.”
Time, February 6, 2016. http://time.com/money/4210344/budweiser-super-bowl-50-ad-mock-
craft-beer/
xxxi “Breweries – Full Profile”, December 14, 2015. Accessed March 11, 2016. Mergent.
xxxii “Anheuser-Busch InBev NV in Alcoholic Drinks (USA),” June 18, 2015. Accessed January 29,
2016. Passport.
xxxiii “Anheuser-Busch InBev NV in Alcoholic Drinks (USA),” June 18, 2015. Accessed January 29,
2016. Passport.
xxxiv Ibid.
xxxv “Trefis: Anheuser-Busch InBev and its Craft (Beer).” Newstex, 2015.
xxxvi Jo Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” BoardroomInsiders, Inc,
xxxvii “Breweries – Full Profile”, December 14, 2015. Accessed March 11, 2016. Mergent.
xxxviii Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec.
xxxix Ibid.
xl Ibid.
xli Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News.
35 (August 12, 2013): 84
xlii Ibid.
xliii Ibid.
xliv Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News.
35 (August 12, 2013): 84
xlv Theodore, Sarah. “Romancing the Beer.” Beverage Industry 98 (April 2007): 14-18.
xlvi “AB InBev’s Mobile Marketing Plan to Bring Beer and Food Closer Together”, March 8, 2015.
13-16. Accessed January 30, 2016. FRPT – FMCG Snapshot.
xlvii Ibid.
xlviii “Anheuser-Busch InBev SA/NV MarketLine Company Profile,” November 13, 2015. 1-38.
xlix Ibid.
l Anheuser-Busch.“About Anheuser-Busch,” Accessed January 30, 2016.

35
li Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec.
lii Ferdman, Roberto A. "Budweiser’s Fall From Grace Visualized." The Washington Post, December 1, 2014.
https://www.washingtonpost.com/news/wonk/wp/2014/12/01/budweisers-fall-from-grace-visualized/.
liii Hartung, Adam. “Budweiser and the Craft Beer Fallacy – How Myths Hide Trends.”
Forbes, December 18, 2014. http://www.forbes.com/sites/adamhartung/2014/12/18/
liv Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News.
35 (August 12, 2013): 84
lv “Bars and Nightclubs – Full Profile”, February 22, 2016. Accessed March 11, 2016. Mergent.
lvi Sessa, Whitney L. "Targeting Millennials Social Media Strategies Within Higher Education." College and
University 90, no. 1 (Fall, 2014): 2-11.
lvii Ibid.
lviii 2008, “Beer For Women Case Study.” Beer For Women Case Study:Marketing Beer as a Female-Friendly
Beverage 1-10. Business Source Complete, EBSCOhost (accessed April 9, 2016)
lix Schonbrun, Zach. “Beer Ads That Portray Women as Empowered Consumers, Not Eye Candy.”
NY Times, January 31, 2016. http://www.nytimes.com/2016/02/01/business/media/beer-ads-that-portray-women-as-
empowered-consumers-not-eye-candy.html?_r=1
lx 2008, “Beer For Women Case Study.” Beer For Women Case Study:Marketing Beer as a Female-Friendly Beverage
1-10. Business Source Complete, EBSCOhost (accessed April 9, 2016)
lxi Ibid.
lxii Ibid.
lxiii Ibid.
lxiv Guzman, Stephanie.“New Brewery to Tap into Growing Market – Women Beer Drinkers” in Albuquerque Business
First Online , 7 April 2016.
lxv “Brewers Target Women with Wheat Beer Offerings,” October 30, 2008. Accessed April 9, 2016. Passport.
lxvi Ibid.
lxvii Ibid.
lxviii 2008, “Beer For Women Case Study.” Beer For Women Case Study: Marketing Beer as a Female-Friendly
lxix "Mintel; Thirst Quenchers and Imported Beer are Favorites among Hispanic Beverage Consumers, Reports
Mintel." Marketing Weekly News (Aug 04, 2012): 549.
lxx Ibid.
lxxi Hartung, Adam. “Budweiser and the Craft Beer Fallacy – How Myths Hide Trends.”
Forbes, December 18, 2014. http://www.forbes.com/sites/adamhartung/2014/12/18/
lxxii Jo Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” BoardroomInsiders, Inc,
lxxiii "Mintel; Thirst Quenchers and Imported Beer are Favorites among Hispanic Beverage Consumers, Reports
Mintel." Marketing Weekly News (Aug 04, 2012): 549.
lxxiv Schultz, E. J. "Beer Battle Moves to Bodega as Brewers Seek Out Hispanics."Advertising Age 82, no. 21 (May 23,
2011): 2.
http://proxy.library.georgetown.edu/login?url=http://search.proquest.com/docview/868699990?accountid=11091
lxxv Ibid.
lxxvi Tuttle, Brad. “Budweiser Doubles Down by Mocking Craft Beer Again in Super Bowl Ad.”
craft-beer/
lxxvii Anheuser-Busch.“Marketing and Advertising.” Accessed May 1, 2016. http://anheuser-busch.com/index.php/our-
heritage/history/marketing-and-advertising/

36
lxxviii Mortensen,Pete. “How Anheuser-Busch Can Beat Craft Beer at Its Own Game.” Slate. July 9, 2014.
http://www.slate.com/articles/life/drink/2014/07/big_breweries_craft_beer_nzpas_tart_saisons_and_barrel_aged_beer
_are_just.html.
lxxix 2008, “Beer For Women Case Study.” Beer For Women Case Study: Marketing Beer as a Female-Friendly
lxxx Metzger, Chloe. "5 Reasons Why Beer is (Actually) Good For You." Health, September 23, 2014.
http://news.health.com/2014/09/23/health-benefits-of-beer/
lxxxi lxxxi Tuttle, Brad. “Budweiser Doubles Down by Mocking Craft Beer Again in Super Bowl Ad.”
craft-beer/
lxxxii “Anheuser-Busch InBev SA/NV SWOT Analysis,” November 13, 2015. 1-9. Accessed January
29, 2016. Business Source Complete.
lxxxiii Ibid.
lxxxiv “Anheuser-Busch InBev NV in Alcoholic Drinks (USA),” June 18, 2015. Accessed January 29,
2016. Passport.

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