AB InBev’s advertising campaigns for its Budweiser and Stella Artois brands have helped lift volumes within the UK in its latest quarter because the brewer’s attempts to get consumers to pay more for his or her drinks continues to realize traction.
Campaigns for brands together with Stella Artois helped lift AB InBev UK volumes.
The world’s largest brewer by sales posted a 4.2 per cent year-on-year jump in UK volumes including cider for the 3 months to 30 September. It continues an upswing trendy around the region from the former quarter with the corporate ramping up activity around its Budweiser and Jay-Z tie-up alongside its Stella Artois premiumisation strategy inside the months since to preserve its momentum.
Despite the performance, AB Bev revealed market share for the region were hampered by ongoing promotional pressure within the first nine months of the year.
Inge Plochaet, president of AB InBev UK, says: ““We are happy with the performance of AB InBev UK’s beer and cider brands this quarter. We’ve seen increases in both volume and equity for Stella Artois, supported by our Connoisseurs Programme which brings the ideal pour to discerning on-trade outlets.
”Budweiser and Stella Artois Cidre have also seen strong volume growth year on year, boosted by the great weather over the summer. Our investment in innovative marketing, for instance the Stella Artois Cidre temperature-activated advertising campaign, has also helped to extend brand equity and drive purchase.”
Globally, like-for-like revenue grew 3 per cent to $11.73bn (£7.3bn) inside the period, while volumes slipped 1.3 per cent, dented by a 1.4 per cent drop inside the amount of beer sold. The revenue lift is a fillip to the company’s discuss selling pricier beers at a time when demand in emerging markets across Latin America is flagging.
The company said it was not “satisfied” with its top line performance in 2013, which it claimed was impacted by “macroeconomic headwinds” in numerous markets. It’s planning for a “fast start in 2014” and said it was readying sponsorship activity around next year’s FIFA World Cup.