Anheuser-Busch’s CMO on What the Heritage Beer Brand Is Doing to Compete in a Hard-Seltzer World

From bringing new products to market with lightning speed to tapping into neuroscience

Beer taps
Beer drinking has been steadily losing its share of alcohol sales in the U.S. for the past 10 years. Rebecca Greenfield for Adweek

Whether you call it hard or spiked, alcohol-infused seltzer was the talk of the town in America this past summer, a fizzy craze that spawned numerous think pieces—media outlets ranging from The Wall Street Journal to The Atlantic weighed in—and, according to CNN, inspired a nationwide shortage of White Claw Hard Seltzer in September because the brand was “a victim of its own success.”

This story first appeared in the Nov. 4, 2019, issue of Brandweek.
@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.