1. CRAFTING FOR THE
FUTURE
By: Sarah Duffy, Cassie Clark, Anthony Weldon, Brian Geil, and
Patrick Michel

2. Overview: The Brewing Industry
• While the industry as a whole is losing share to wine and
spirits, beer dominates with 49.2% of alcohol sales to 33.6%
spirits
• Made up of both mass-produced and craft beers, with Crafts
accounting for less than 8% of the U.S. market share. Yet Craft
beer volume growth far exceeds that of large brewers.
• Craft consumers tend to be
less brand loyal than
those of big-name brewers
• 2126 total U.S. Brewers
http://anheuser-busch.com/index.php/our-
heritage/history/marketing-and-advertising/

3. Ethnic Marketing Key to Brewer
Success
• Hispanics and African Americans are expected to drive 70%
of beer growth from 2000 to 2020
• Courtship of minorities comes as the U.S. beer industry
appears to be headed for a third-straight year of declining
sales,
o high unemployment damped the spending power of core
customers-men ages 21 to 34
• Brewers are using new approaches such as using the
multicultural marketing ads as the general marketing
campaign.
o produced higher perception scores among millennial African Americans and
Hispanics for Bud Light, Coors Light, and Miller Light
http://adage.com/article/news/multicultural-mainstream-brewers-
search-growth/234864/

4. Anheuser-Busch InBev
• AB-InBev ranked #2 in "World's Most Admired Companies" in
2011 in the Beverage Industry behind Coca-Cola
• Some of AB-InBev's popular brews:
o Bud, Bud Light, Bud Select
o Shock Top
o Michelob Brewing Co.
o Beck's
o Landshark
o O'Doul's
o Goose Island
o Busch
o Natural
http://www.commercialalert.org/issues/culture/
alcohol/big-brewers-look-to-tap-hispanic-market

5. Anheuser-Busch InBev
 Acquisition
 Bought Grupo Modelo Stake in deal worth $20.1 billion
 Corona is the leading imported beer in 38 countries, with
Mexico and the U.S. representing 85% of shipments
 Dealaugments AB-InBev’s position in the fast-growing
Mexican market and expands the reach of the Modelo
brands globally
http://online.wsj.com/article/
SB100014240527023036495045774959212668
34262.html

6. Samuel Adams
• 1984
• Market share = .09%
• Cited as one of the best companies to work for by Boston
Magazine and one of the Best Entry-Level Jobs by The
Princeton Review
• A company of only 750 workers based in Boston, MA, Sam
Adams is defined as being
o Small-producing beer less than 6 million barrels
o Independent-less than 25% of the Craft Brewery by an
industry member who is not a Craft Brewer
o Traditional
http://adage.com/article/news/sam-adams-show-
small/143086/

7. Samuel Adams
• Rather than boast its market share, Sam Adams
relies on the quality of its beer to attract drinkers
o focused on making the best beer possible instead of
increasing the number of drinkers.
• Slogan: "Take Pride in Your Beer"
• Advertisements appeal to older,
experienced beer consumers

8. Bud Light Success
• AB-InBev spent about $60 million in multicultural ads in 2010,
up from $46 million in 2009
• AB-InBev cites Bud Light and Budweiser as the top-selling
brews among Hispanics
 Use of Carlos Mencia as main character
 Stereotypes
 Learning English
 Comedy

9. Sam Adams’s idea of Multicultural
Marketing
 Uh…?

10. Differences?
 Why AB-Inbev’s commercial works
 Comedy
 General Market Campaign with Touchtones
 Marketersunderstand that hispanics are not only glued to
Spanish-Speaking television or soccer
 AB can bring brand recognition without a targeted ad

11. Copy-able form?
 Not for Sam Adams
 Their M/O is local, family, love, time commitment in
every beer.
 cannotget the same recognition and results that AB-Inbev
can through comedy and use of stereotypes
 Not profit driven but rather passion driven
 Microbrewery
 2 million barrels/year
 “If we are not a craft brewery, what else are we? Because
we are obviously not Budweiser”

12. The Sam Adams Approach
 “Brewers are making fewer overt appeals to African American
and Hispanics in targeted media. Instead, marketers are
finding subtle was to talk to all demographics at once in
general-market campaigns meant to appeal to a drinking
audience that is growing more diverse” – Paul Chibe, AB- InBev
VP Marketing
 AB-InBev VP of Marketing Paul Chibe: “Ethnic marketing is now
the mainstream”
http://adage.com/article/news/multicultural-mainstream-
brewers-search-growth/234864/

13. New Campaign for Samuel Adams
 General Market campaign as opposed to a
specifically targeted one
 They can’t go and target a certain ethnic market without a
quality, diverse general campaign.
 The American beer market is a diverse group. The purpose
is not to target a specific ethnicity but rather the group as a
whole

14. New Campaign for Sam Adams
 Target Market: Diverse drinking age males 21-34
 African Americans : Luxury of a Craft, respect in success
 Hispanics & Asian Americans: Work Ethic
 Common Thread: There’s nothing like a cold beer
after a long workday
 “You take pride in your work, why not take pride in
your beer?...Sam Adams, an American Lager.
http://www.npr.org/2011/10/11/141152273/the-
subtleties-of-marketing-beer-to-latinos

15. Sam Adams Campaign
 Story of 4 gentlemen working in different job
sectors
 Corporate, Pilot, Doctor, small business owner
 The work day culminates with all 4 congregating in
the same local pub
 All 4 ask for Sam Adams at one time
 There
is nothing like a Sam Adams after a long
workday

16. Campaign Visual

17. Discussion
 Before this class, who would have thought twice
about the Bud Light commercial? Has anyone ever
felt offended by any AB-InBev commercial due to
their use of stereotypes and humor?
 If Sam Adams was to introduce a diverse general
market campaign that was successful, what would
their next step be in terms of multicultural
marketing?

18. Discussion
 While craft beers usually do not carry a strong
brand loyal customer base, could targeting a brand
loyal ethnic segment help increase Sam Adams
market share? Why (not)?
 Anheuser-Busch InBev typically involves themselves in
community events such as sponsoring concerts
(Pitbull). Is it as important for Sam Adams to get
involved in the community in order to appeal to
different ethnic markets?

19. Bibliography
 http://online.wsj.com/article/SB10001424052702303649504577495921266834262.html
 http://adage.com/article/news/multicultural-mainstream-brewers-search-growth/234864/
 http://www.npr.org/2011/10/11/141152273/the-subtleties-of-marketing-beer-to-latinos
 http://www.commercialalert.org/issues/culture/alcohol/big-brewers-look-to-tap-hispanic-
market
 http://www.youtube.com/watch?v=hw_kHH3zJGY
 http://www.youtube.com/watch?v=tzPlNHmhf4k
 http://adage.com/article/news/sam-adams-show-small/143086/
 https://ch1prd0210.outlook.com/owa/redir.aspx?
C=lxLGYWufZEKX1VcQobwfKPgLU4llpM8IZVBMWVBQiR7Kmu2u3QmjaJqjrKMJSNd8dK1D-
QMjq5o.&URL=http%3a%2f%2fwww.hispanicize.com%2fsocial-media%2fsam-adams-new-
crowdsourced-beer-is-a-really-smart-marketing-campaign
 https://ch1prd0210.outlook.com/owa/redir.aspx?
C=lxLGYWufZEKX1VcQobwfKPgLU4llpM8IZVBMWVBQiR7Kmu2u3QmjaJqjrKMJSNd8dK1D-
QMjq5o.&URL=http%3a%2f%2fanheuser-busch.com%2findex.php%2four-heritage%2fhistory
%2fmarketing-and-advertising%2f