Global brewer Anheuser-Busch operates in a sector that has experienced significant disruption in recent years. Craft brewers have cut into the market share of legacy brewers like Anheuser-Busch. Moreover, emerging new products such as hard seltzers have shaken up product portfolios. 

In 2018, Anheuser-Busch began to implement a new strategy targeting commercial growth. Key to its plan: innovation.

“While we have amazing products, not all of the ones that got us to where we are might meet the needs of where we end up going in the future. Innovation really came back to the core of the strategy for business around leading growth,” said Jake Kirsch, vice president of innovation.

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