AB InBev to offer smaller packs, more protein drinks to meet changing tastes

AB InBev's Chief Marketing Officer, Marcel Marcondes, highlighted opportunities to increase beer consumption among infrequent and budget-conscious drinkers, particularly in developing markets. He noted that offering larger pack sizes at a lower price point, alongside smaller ones, would address affordability concerns. Marcondes also pointed to the potential for growth in non-alcoholic beer consumption during casual meals, with new zero-alcohol variants featuring different flavors, low calories, and added protein or electrolytes.

The company has already launched a protein-enhanced version of its Spaten beer in Brazil. In the United States, AB InBev is actively expanding beyond traditional beer, with its canned cocktail brand Cutwater and various energy drinks showing strong performance. CEO Michel Doukeris stated that the company sees significant growth potential in these challenger categories, with energy drinks alone estimated to expand AB InBev's addressable market by $25 billion.