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How AB InBev beer brands are stepping up for inclusion, empowerment and equity

Posted: October 11, 2022

Our greatest strength is our people, and we support the opportunity for every individual to excel. Diversity, equity and inclusion (DEI) is a key pillar of our environmental, social and governance (ESG) strategy which enables our purpose and commercial vision. Our approach focuses on creating a future with more cheers through our people, workplace, marketplace, value chain and communities, because a diverse company is critical to connecting with consumers and driving business performance and innovation.

One way we are advancing DEI across our company, in our communities and among consumers, is by using the power and scale of our brands. For instance, it’s widely known that women's sports don't always receive the same level of coverage in the media. But few may realize that this is also a critical factor in ensuring female athletes are paid equally.

Following Michelob ULTRA’s $100 million commitment to increase the visibility of women in sports, the brand featured equal representation of male and female athletes in its 2022 Super Bowl commercial.

That’s why Michelob ULTRA came forward with a commitment of $100 million over five years to support gender equality in sports. A longtime partner of female athletes and organizations, Michelob ULTRA is allocating 50% of its lifestyle media toward women’s sports and adding to its roster of female athletes and influencers to increase their visibility.

“With this commitment Michelob ULTRA is setting a powerful example and helping solve a real issue,” said Global Chief Marketing Officer Marcel Marcondes. “Across the AB InBev portfolio we’re using the power and scale of our brands to engage and inspire people to join us in creating an inclusive, empowered and equitable future for all.”

Marcel Marcondes AB InBev Global Chief Marketing Officer Marcel Marcondes is a board member of AdWeek’s Diverstiy, Equity and Inclusion Council and AIMM, the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing.

Building a culture of belonging
An inclusive world is one where everyone can be their true, authentic selves, everywhere they go. And AB InBev brands are bringing that message to consumers through numerous creative campaigns and partnerships.

In Brazil, Skol’s “Respect is On” campaign applauds individual choices and differences. To show support for the LGBTQ+ community, Corona’s #OrgulloSinEtiquetas campaign urged consumers in Mexico to show their “pride without labels”, while a Budweiser campaign in China literally created labels for its bottles to help consumers celebrate that “all love is love”.

Skol, one of Brazil’s leading beer brands, advocates for individual choices and accepting differences in its “Respect Is On” campaign.

For more than 20 years, Bud Light and its partners have supported the LGBTQ+ community, and this year the brand formed an inclusive new partnership to help LGBTQ+ businesses rebound from the pandemic, while highlighting their important role in our local communities.

Belgium’s largest beer brand, Jupiler, is taking a stand against racism. The brand is supporting a campaign, launched by the nation’s Jupiler Pro League association of soccer clubs, urging football fans to report acts of racism and discrimination witnessed in stadiums to a dedicated hotline. The brand also donated all its in-stadium media spending to promote the hotline during matches.

Access to economic opportunity, helping advance equity for all
AB InBev brands are also helping empower more people with economic opportunities. In Bolivia, our local brand, Paceña, and its partners launched an initiative to provide support, financing and training to help women become owners of franchise convenience stores. In the US, Michelob ULTRA Pure Gold offers Contract for Change, an award-winning program providing support to barley farmers who want to transition from conventional production to growing certified organic crops.

“Bride Armour” is the latest award-winning campaign from Carling Black Label’s #NoExcuse initiative aimed at raising awareness and taking action against gender-based violence.

Since 2017, our Carling Black Label brand and its partners have been raising awareness of gender-based violence in South Africa. The #NoExcuse campaign has been rallying consumers to pledge their support, with compelling work such as “Song for Change” and the 2021 “Bride Armour” collaboration.

“We’re reimagining what a beer company can be and listening to our consumers more than ever,” said Marcel. “By combining what our brands stand for with what people care about we’re proudly breaking down barriers, amplifying diverse voices and inspiring action for a future with more cheers.”

Learn more about diversity, equity and inclusion at AB InBev in our  2021 Environmental, Social Governance Report  .
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