Insights

Michel Doukeris oversees the world’s largest beer company, but brews are not the only thing on his mind. Over the last few years, the CEO of Anheuser-Busch InBev (AB InBev), which makes Budweiser, Corona, and Stella Artois, to name a few of its 500 brands, says the company has evolved into something bigger than its beverages: a digitally transformed, technology-focused powerhouse.

If you know a recruiter, do me a favor and give them a hug. It’s been a rough couple of years for everyone in the world; I’m not going to be that guy who bogs you down with another intro to an article that summarizes the pandemic.

Picture yourself at the comfort of your home on a cold and rainy Friday night. Your week has been intense, and you have been working a lot in the last few days. Your only wish is to open a beer, eat a tasty meal and watch a good movie on. Nothing else. Of course, you are too tired to cook something, so you decide to order food from one of your favorite restaurants.

As we progress in 2022 and approach our second anniversary, I would like to share in more detail how BEES adds value to ABI, to our partners and to the small retail ecosystem.

At ABI, as we progress with our major digital commercial transformation (BEES), it has become clear that the act of selling products to retailers in traditional ways – as most CPGs continue to do with their own route to market – is in its last days.

Anyone familiar with the corporate world knows that, occasionally, a new business concept or practice arises and becomes ‘the latest fad’. They are often good ideas that can broaden how companies think about opportunities but, as they are transformed into mantras, they run the risk of becoming mere words or jargon endlessly repeated without any clarity of the purpose behind it.

At BEES, we believe that over the next five years the retail world will migrate from the current “push model” – where traditional retailers acquire the products they are going to re-sell to the final customer from companies that send Sales Representatives to visit or call them – to a digitally enabled “pull model”, where the same retailers will acquire everything they need to run their business online with much greater convenience, transparency and empowerment.

Dona das marcas Sadia e Perdigão passará a vender no BEES, plataforma que atende bares e restaurantes e já faz mais de R$ 9 bi por trimestre.

How your bottle of beer found its way into the fridge when you sat down last weekend to watch a football or basketball game on TV is hardly of consequence when you’re looking to relax.