Belgium: AB InBev to double efforts to market its American beers in Belgium

Belgian-Brazilian brewer AB InBev will double down on its efforts to market its American Goose Island beers in Belgium. They were launched about a year ago, but need to gain more visibility in bars now, Retail Detail Europe reported on August 25.

It will not yet launch major ad campaigns on television or on other media, but AB InBev will organize multiple events revolving around its beers. For instance, it will have “hoppy hours”, tasting in bars. Customers can also win prizes when they order these beers.

AB InBev has owned Goose Island since 2011 and it also introduced these beers in Belgium last year, mainly in bars with a large beer product range. It also sells these craft beers at Delhaize, Carrefour and Albert Heijn. The craft beer focus is AB InBev’s way to deal with the altered Belgian beer market, because Belgian beer consumption is dwindling, especially for pints.

American beers are hardly popular in Belgium right now. Only 5,876 hectolitres were imported last year, which is roughly brewery Westvleteren’s annual production.

25 August, 2017