1.
NEW BUSINESS PITCH

2.
NAME BRAND PITCH TYPE
Media
MARKET DATE
The Data You Need to Win This Pitch
DESCRIPTION
Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams
to pitch the assignment, the company confirmed early Wednesday.
Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the
brewer's global marketing team, which is based in New York.
ABInBev Puts $2
Billion Media
Assignment In
Review
th
Global March 24 , 2016

3.
Client Profile / Market
Based in St. Louis, Anheuser-Busch is the leading American brewer,
holding a 47.6 percent share of U.S. beer sales to retailers. The
company brews the world's best-selling beers, Budweiser and Bud
Light, and distributes these and many other popular brands through
a strong network of more than 600 independent wholesalers.
Anheuser-Busch operates 12 breweries across the United States, is
a major manufacturer of aluminum cans and has been a leading
aluminum recycler for more than 30 years. Anheuser-Busch is a
wholly-owned subsidiary of Anheuser-Busch InBev, the leading
global brewer, and continues to operate under the Anheuser-Busch
name and logo.
COMPANY BACKGROUND
MAIN COMPETITORS
2016 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
$45,517
150,000
-
-
-
-
FINANCIAL OVERVIEW
- Source: AccessConfidential.com -
Mr. Nate Scudieri
nscudieri@vijon.com
Director of Marketing
Mr. Marcel Marcondes
marcel.marcondes@anheuser-busch.com
U.S. Vice President,
Marketing
DECISION MAKERS by

4.
U.S. Beer Market
U.S. Beer Market Share, 2014U.S. Beer Sales Growth in 2015
27.7GALLONS
10%
50%
40%
20%
0
30%
Heineken USA
44.7%
26.0%
6.7%
3.9%
Source:BeerMarketer’sInsights
OVERALL BEER
0.2%
CRAFT BEER
12.8%
IMPORT BEER
6.2%
EXPORT CRAFT BEER
16.3%
- Brewers Association -
$105.9 Billion
SALES IN 2015
OVERALL BEER MARKET
- Brewers Association -
ConstellationAB InBev MillerCoors
U.S. Average beer
consumption per
person per year

5.
U.S. Beer Market
U.S. OPERATING BREWERIES
4,269TOT. BREWERIES
1,650 Brewpubs
2,397 Microbreweries
178 Regional Craft Breweries
15% INCREASE OVER 2014
New retail stores - from discounters, to big box, to category
killers and convenience - now all demand more specialized
and specific packaging to fit their customer needs.
2015
DOMESTIC
141,379,804 BBL
IMPORT
31,245,124 BBL
CRAFT
12.2% SHARE IN 2015
24,076,864 BBL
GROWING PACKAGE VARIETY
SALES BY BEER SEGMENT
4B
14B
12B
8B
0
10B
Domestic Super PremiumDomestic Premium Import
2B
6B
1996
981
190
YEAR SKUs

6.
Fast Food industry in numbersSponsorship Marketing
Other
(39%)
Heineken
(9%)
Anhueser-Busch
(52%)
Cause (3%)
Arts (1%)
Entertainment
(22%)
Sports (74%)
MOST ACTIVE BEER COMPANIES (NUMBER OF DEALS)WHERE BEER COMPANIES SPEND MONEY
- IEG - - IEG -

7.
Fast Food industry in numbersAnheuser-Busch InBev
-28% -10%
Domestic sales volume over the last 5 years
2016 EBITDA Contribution by Region
- Beer Marketer’s Insights -
$45 b
2016 REVENUES

8.
Fast Food industry in numbersAB INBEV: Pitch and AD Spending
ABOUT THE PITCH
SEARCH CONSULTANT SEARCH CONSULTANT
INCUMBENT AGENCY
Media Planning & Buying
• • • • • •
$1.68B
AD SPEND IN 2015
• • •
• • •
BETTING BIG ON MUSIC SPONSORSHIPS
Anheuser-Busch, with its brands represent 29% of the market
among music properties with alcoholic beverage sponsors.
THE MOST ACTIVE COMPANIES SPONSORING MUSIC (NORTH AMERICA)
29% AB InBev
17% Pepsico
14% Brown-Forman
11% MillerCoors
11% Coca-Cola
10% Uber

9.
AB INBEV: Media Spend
BRANDED MEDIA SPEND BY QUARTER (2015)
$200 M
$150 M
Q1
$50 M
$100 M
Q2 Q3 Q4
TOTAL MEDIA SPEND
$523,563,380
MEDIA SPEND BY CHANNEL
Broadcast (73%)
Print (5.1%)
Digital (8.9%)
Outdoor (2.9%)
Hispanic media (10.1%)
BUDGET ON MAGAZINES
$27 M
BUD LIGHT’S AUDIENCE
1.65X
AFFINITY WITH
AUTOMOTIVE MAGAZINES
SEE MORE

10.
Fast Food industry in numbersBud and Bud Light
28.62 Million Bud Light consumers in the last 30 days.
18% Market Share
Billion litres in Sales
GLOBAL BRAND VALUE IN 2016
4.3
$14.3
BILLION
(Spring 2016 - Statista.com)
2 OF EVERY 3 BUDWEISER ARE CONSUMED
OUTSIDE THE U.S.
Euromonitor
AB INBEV - SABMILLER MERGER
AB Inbev now holds
a combined 46% of
global beer profits.
The deal is worth
over $107 billion.

11.
Fast Food industry in numbersTargeting Hispanics
The brewer rolled out Estrella Jalisco in
10 states in April 2016.
The beer is described as a refreshing,
light-flavored pilsner from Guadalajara.
ABI has launched Estrella Jalisco with a focus on
tradition and heritage.
The first campaign is called “This is Mexicanidad”
Hispanics over index in their consumption of the alcoholic beverages, with
half consuming beer, compared to two in five consumers overall.
Consume Beer
Consume beer most often
(when drinking alcohol)
44% 24% 48% 30% 43% 23%
ALL HISPANIC NON-HISPANIC

12.
Fast Food industry in numbersBUD LIGHT’s Audience
SEE THE FULL PROFILE
MALES
60 %
25-34 YEARS OLD
35 %
HIGH SCHOOL EDUCATED
54 %
TOP PSYCHOGRAPHICS
FOODIES MOTOR
LOVERS
SOCIAL
DRINKERS

13.
QUICK DEFINITION:
Hispanic Beer Consumers
Hispanic consumers of beer.
Hispanics over index in their consumption of alcoholic
beverages, with half consuming beer, compared to two in
five consumers purchasing beer overall.
25%
50%
0
75%
13-17 18-24 25-34 35-44 45-54 55-64
66%
MALE
45%
MARRIED
56%
WITH CHILDREN
PARTY
GOERS
2.85 x
FOODIES
1.61 x
TECHIES
1.59 x
MOTOR
LOVERS
1.69 x
HISPANIC
BEER
CONSUMERS
• • •
•••

14.
60%
Hispanic Beer
Consumers
Compare the Hispanic Beer Consumer
Demographic with Bud Light’s Audience
Bud Light’s audience
overlaps with our Hispanic
Beer Consumers
demographic by 60% on:
Top Personality Traits,
Media, Sports and Food.

15.
Bud Light’s audience enjoys
exploring new places and
innovative ideas, over
indexing on the “inventive
and curious” personality
trait.
Like Hispanic Beer
Consumers, their attention
can be grabbed by using
bright colors and
impassioned rhetoric.
BUD LIGHT’S
AUDIENCE CROSSOVERS
HISPANIC BEER CONSUMERS:
PERSONALITY INSIGHTS
People who are open to experiences are
intellectually curious, original, creative and
innovative. They enjoy exploring new places
and novel ideas.
INVENTIVE AND CURIOUS
1.30x
SEE THEIR FULL PERSONALITY PROFILE
BRIGHT COLORS
1.66x
They are original and creatively fearless.
They love bright, high-energy, unexpected colors.
HIGH USAGE OF EMOTIONAL SPEECH
1.07x
This audience loves to hear powerful rhetoric. Show
passion and use action words to help them feel what
you’re feeling - because they not only respond to
emotion, they share it.

16.
HISPANIC BEER CONSUMERS:
SPORT
Bud Light’s audience are
sports enthusiasts.
Unsurprisingly, a large
majority of Bud Light
consumers follows
American football.
But Bud Light’s consumers
are also fans of combat
sports. They’re 1.72x more
interested in Martial Arts
than the average American.
BUD LIGHT’S
AUDIENCE CROSSOVERS
SPORTS ENTHUSIASTS
1.54x
TOP SPORTS
SOCCER VOLLEYBALL BASKETBALL
HISPANIC BEER CONSUMERS ARE
43%
More likely to follow
the Copa America
More likely to follow the
World Baseball Classic
Tournament
3x
COMPARED TO THE AVERAGE
HISPANIC
COMPARED TO NON HISPANIC
BEER CONSUMERS
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE

17.
Not heavy consumers of
entertainment content; Bud
Light’s audience over index
as follower of Shopping and
Sports Channels.
They are particularly enjoy
the Golf Channel Academy.
BUD LIGHT’S
AUDIENCE CROSSOVERS
ENTERTAINMENT JUNKIES
38%
TOP CABLE AND NETWORKS
HISPANIC BEER CONSUMERS ARE
66%
More likely to read
fashion & health magazine
More interested in social
networking apps
2x
COMPARED TO NON HISPANIC
BEER CONSUMERS
COMPARED TO NON HISPANIC
BEER CONSUMERS
HISPANIC BEER CONSUMERS:
MEDIA
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
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18.
HISPANIC BEER CONSUMERS:
FOOD
This audience is not
interested at all in cooking
(home chefs 0.39x). But
they love to snack as
suggested by the high
affinity points for the Self
Conscious Snackers trait.
Many Bud Light consumers
are probably following a
football match with one
hand in a box of Cracker
Jacks (6.72x).
CLICK HERE TO KNOW MORE ABOUT THIS TOPIC
SEE MORE
BUD LIGHT’S
AUDIENCE CROSSOVERS
MORE LIKELY TO GRAB FOOD-TO-GO
53%
COMPARED TO NON HISPANIC BEER CONSUMERS
MORE INTERESTED IN GOURMET
AND SPECIALITY FOODS
1.5x
COMPARED TO THE AVERAGE HISPANIC CONSUMER
TOP FOOD REFERENCE

19.
CONSUMER
INSIGHTS SUITE
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