Elements Final Plan

1: courtesy of Google Image Search

Anheuser-Busch

Table of ContentsExecutive 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

Budget23

Evaluation 25

Appendix 27

2Kati Bethuy | Anheuser-Busch Strategic Communications Plan

Executive SummaryAnheuser-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.


Background

External EnvironmentResults 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.

IndustryThe 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


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

ClientAB, 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 IssueWhile 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


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.

PromotionsAccording 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)

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

CompetitionThe 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


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.

ResourcesAB 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.

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


Figure 3: Example of a food and drink pairing mobile application

(Source: PairWise on the iTunes Store)

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 1Increase engagement on Facebook, Twitter, and Snapchat by 20 percent combined by March 2017.

Objective 2Raise 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 Beer Drinkers 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.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


Figure 4: the Increase of Homes with Smart Phones (Source: Google Image Search)

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

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.


Figure 5: Comparison of calories in beer versus wine(Source: winefolly.com)

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.

MessagingAll 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.

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

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 and TacticsAUDIENCE: 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.

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: Design a 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.

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.


Figure 6: Example of a QR code(Source: Google Image Search)

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

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.

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: Develop a 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.

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.

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.


CalendarJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV

MILLENNIALSStrategy 1:Create graphics and videos for mobile useCreate a mobile applicationPurchase Reward Point prizesDeveiop QB accessible only websiteDevelop a QB code

Design and print restaurant table advertisementsBook member only meetup locationsBuy meetup suppliesCreate mobile game for iPhone and AndroidStrategy 2:Create a Snapchat accountCreate a Snapchat filterCreate a Snapchat sponsored lensSet up a Periscope accountHost monthly Periscope meetingsDevelop "What's Your Personality?" campaignHire celebrites for endorsed advertisementsCreate celebrity endorsed advertisementsWOMENStrategy 3:Hire actors for television commercialsProduce television commercialsRun television commercialsHire celebrites for endorsed advertisementsCreate celebrity endorsed advertisements

Book locations for "Girls Night Out"Book food for "Girls Night Out"Hire DJ for "Girls Night Out" entertainmentBuy prizes for giveaways at "Girls Night Out"Advertise event on social mediaStrategy 4:Interview doctors for Heart MonthCreate social media advertisements

Run celebrity endorsed advertisements in magazines

Develop print advertisements for women's magazines


JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOVHISPANICSStrategy 5:Hire actors for television commercials

Buy commercial space during all MLS gamesBuy tickets to an MLS game for contest prizeRecord commercials for radio airBuy radio spaceStrategy 6:Design a Spanish websiteDesign billboardsBuy billboard spacesBuy swag items for distribution at MLS gamesHire bilingual employees for gamesAttend MLS games to hand out swagALL PUBLICSHire Social Media specialistsDistribute tracking logs to liquor store owners

Develop and produce "make it your own" commercials


Budget

Count Projected Cost Sponsored CreditMILLENNIALSStrategy 1: Leverage smart phone popularityCreate 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

$350 $530,750 Strategy 2: Design a social media campaign for millennialsDevelop "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

$3,000 $827,000 WOMENStrategy 3: Highlight wheat and fruit flavored beveragesProduce 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

$10,100 $6,710,400

Cost Per Item

Final Projected

Cost

STRATEGY SUBTOTAL:

STRATEGY SUBTOTAL:

STRATEGY SUBTOTAL:


Strategy 4: Increase awareness for AB's low calorie optionsCreate 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

$0 $60,100 HISPANIC AMERICANSStrategy 5: Develop line of Hispanic geared commercialsDevelop 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

$10,300 $5,122,400 Strategy 6: Increase bilingual advertising of AB productsBuy 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

$168,000 ALL PUBLICSDistribute tracking logs to liquor store owners 16 $0.42 $7 $0 Purchase HootSuite 1 $1,800 $1,800 $0

$1,807 CAMPAIGN TOTAL $13,420,457

STRATEGY SUBTOTAL:

STRATEGY SUBTOTAL:

STRATEGY SUBTOTAL:

STRATEGY SUBTOTAL:


EvaluationTo 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


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.


AppendixSWOT 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


CONFIRMATION TABLE

Key Publics Millennials Women Hispanic AmericansObjectives * 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 healthyDrinks 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.


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.


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.


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i Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec. BUSINESS REPORT. p. 15.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): 84iv 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. BUSINESS REPORT. p. 15.vii Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec. BUSINESS REPORT. p. 15.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. http://search.proquest.com/docview/1634886248?accountid=11091.xi Rotunno, Tom. “Inside Anheuser-Busch’s Craft Beer Deals.” CNBC, July 26, 2015. http://www.cnbc.com/2015/07/24/inside-anheuser-buschs-craft-beer-deals.html.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. Accessed January 29, 2016. MarketLine.xvi “Jo Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” Boardroom Insiders, Inc, 2015. http://search.proquest.com/docview/1695033531?accountid=11091.xvii “Benzinga: Anheuser Busch 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. http://www.cnbc.com/2015/07/24/inside-anheuser-buschs-craft-beer-deals.html.xix Anheuser-Busch. “About Anheuser-Busch,” Accessed January 30, 2016. http://anheuser-busch.com/index.php/our-company/about-anheuser-busch/.xx Ibid.xxi Ibid.xxii Ibid.xxiii Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” Boardroom Insiders, Inc, 2015. http://search.proquest.com/docview/1695033531?accountid=11091.xxiv Facebook, Inc. “Anheuser-Busch’s Facebook Page.” Last modified February 25, 2016. Accessed March 1, 2016. https://www.facebook.com/AnheuserBusch. xxv Smart Barley. “About,” Accessed March 1, 2016. http://www.smartbarley.com/#about.xxvi Facebook, Inc. “Anheuser-Busch’s Facebook Page.” Last modified February 25, 2016. Accessed March 1, 2016. https://www.facebook.com/AnheuserBusch.xxvii “Anheuser-Busch InBev SA/NV MarketLine Company Profile,” November 13, 2015. 1-38. Accessed January 29, 2016. MarketLine.xxviii Miller, Richard K. and Kelli Washington.“Sports Marketing” in Consumer Behavior 2013, 2013. 538-540xxix Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec. BUSINESS REPORT. p. 15.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. http://proxy.library.georgetown.edu/login?url=http://search.proquest.com/docview/1710041646?accountid=11091.

xxxvi Jo Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” Boardroom Insiders, Inc, 2015. http://search.proquest.com/docview/1695033531?accountid=11091.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. BUSINESS REPORT. p. 15.xxxix Ibid.xl Ibid.xli Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News. 35 (August 12, 2013): 84xlii Ibid.xliii Ibid.xliv Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News. 35 (August 12, 2013): 84xlv 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. Accessed January 29, 2016. MarketLine.xlix Ibid.l Anheuser-Busch. “About Anheuser-Busch,” Accessed January 30, 2016. http://anheuser-busch.com/index.php/our-company/about-anheuser-busch/.li Kaplan, Jennifer. “Big Beer’s Plan to Entice Consumers.” Cape Times. 14 January 2016. sec. BUSINESS REPORT. p. 15.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/ budweiser-and-the-craft-beer-fallacy-how-myths-hide-trends/#497829947a94liv Drugstore News. “Niche Fans Create Following For Local, Smarter Brewers.” Drug Store News. 35 (August 12, 2013): 84lv “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. http://proxy.library.georgetown.edu/login?url=http://search.proquest.com/docview/1652951276?accountid=11091.

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=1lx 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 Beverage 1-

10. Business Source Complete, EBSCOhost (accessed April 9, 2016)lxix "Mintel; Thirst Quenchers and Imported Beer are Favorites among Hispanic Beverage Consumers, Reports

Mintel." Marketing Weekly News (Aug 04, 2012): 549. http://proxy.library.georgetown.edu/login?url=http://search.proquest.com/docview/1027882326?accountid=11091.

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/ budweiser-and-the-craft-beer-fallacy-how-myths-hide-trends/#497829947a94lxxii Jo Van Biesbroeck - Chief Strategy Officer, Anheuser-Busch InBev.” Boardroom Insiders, Inc, 2015. http://search.proquest.com/docview/1695033531?accountid=11091.lxxiii "Mintel; Thirst Quenchers and Imported Beer are Favorites among Hispanic Beverage Consumers, Reports

Mintel." Marketing Weekly News (Aug 04, 2012): 549. http://proxy.library.georgetown.edu/login?url=http://search.proquest.com/docview/1027882326?accountid=11091.

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.” Time, February 6, 2016. http://time.com/money/4210344/budweiser-super-bowl-50-ad-mock- craft-beer/

lxxvii Anheuser-Busch. “Marketing and Advertising.” Accessed May 1, 2016. http://anheuser-busch.com/index.php/our-heritage/history/marketing-and-advertising/

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 Beverage 1-10. Business Source Complete, EBSCOhost (accessed April 9, 2016)

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 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/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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