Advancing our global business with a new purpose and strategy

Posted: December 06, 2021
Advancing our global business with a new purpose and strategy

A unique purpose and a winning business strategy are central to our continued success. Today, we announced important evolutions to both our global purpose and our global strategy that will better position us to lead category growth. 

We’re reimagining what a beer company can be. As we welcomed new leadership, we reflected on who we are, why we exist and where we’re going. As a first step in that journey, our CEO Michel Doukeris introduced our new Global Purpose —We Dream Big to Create a Future with More Cheers—and our company’s forward-looking strategy during our 2021 Investor Seminar. 

“I am energized by this new Purpose. It represents what our company and our colleagues around the world can make possible. It enables us to unlock, harness and realign our existing infrastructure and assets to take us to more innovation, more sustainability, more occasions, and more value for all,” said Michel Doukeris. 

Our evolved strategy, which aims to transform the business from a Category Leader to Leading Category Growth, focuses on the long-term and is grounded in a consumer-first mindset. 

This simple strategy is: 

  • Lead and Grow the Category: Beer is a big, profitable, and exciting category—growing volume and share of throat for the last 5 years and expected to continue growing in the years to come. Our footprint puts us in a unique position to capture growth, accelerate it and expand the category. We have evolved our Category Expansion model, with repeatable and proven levers, to scale Category Inclusivity, Core Superiority, Occasions Development, Premiumization and Beyond Beer.
  • Digitize and Monetize our Ecosystem: We aim to unlock value from our existing assets and expand our addressable market through the digitization and monetization of our ecosystem. We have built a vibrant ecosystem with more than 200 breweries, an unparalleled distribution route to market that enables us to reach more than 2 billion consumers and 6 million customers, generating over 10 million weekly transactions. Through our platforms such as BEES, direct-to-consumer e-commerce solutions, and biotech, including EverGrain and BioBrew, we have opportunities to accelerate our growth and build on our unique ecosystem. 
  • Optimize our Business: We aim to apply strong financial discipline and thoughtful resource allocation to drive superior value creation.

Driving a strong ESG agenda is also vital for our future and our strategy and purpose. We also announced at the Investor Seminar our ambition to achieve net zero across our value chain by 2040. ESG is part of the foundation of everything we do as we continue to support and build thriving communities. 

We’re focused on creating long-term value and building a more sustainable, inclusive, and rewarding future. A future with more cheers.  

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