AB InBev targets $25 billion opportunity as drinking habits shift

  • AB InBev plans smaller packs, functional beers and more non-beer beverages.
  • Energy drinks could expand AB InBev’s addressable market by $25 billion.
  • AB InBev launched a protein-added Spaten beer in Brazil.

Anheuser-Busch InBev plans to broaden its growth strategy as consumers face strained incomes and increasingly favor health and wellness. The brewer will offer smaller and larger beer packs, develop non-alcoholic products with different flavors, low calories, protein or electrolytes, and seek to increase consumption among infrequent beer drinkers. It also plans to expand beyond beer through brands such as Cutwater canned cocktails and energy drinks, which executives said could add $25 billion to its addressable market. The company has already launched a protein-added version of Spaten in Brazil.

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