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About Us / Our Leaders / Lucas Herscovici

Lucas Herscovici

Chief Direct-to-Consumer Officer

Lucas Herscovici is AB InBev's Chief Direct-to-Consumer Officer since April 2022 where he oversees the growth and development of AB InBev’s digital and physical direct-to-consumer (DTC) products, including Zé Delivery, TaDa Delivery, and PerfectDraft.

Born in 1977, Herscovici is an Argentinean citizen and received a Degree in Industrial Engineering from Instituto Tecnológico de Buenos Aires and an executive Master of Business from Universidad de San Andres.

Most recently Herscovici served as AB InBev’s Chief Sales Officer where he was responsible for the company’s overall sales performance, sales strategy, revenue management, trade marketing and key bottling, sales and distribution partnerships. During his time with the company, he has also served as AB InBev’s Chief Non-Alcohol Officer, focused on no- and low-alcohol products, and held roles in marketing, sales and technology in Global, North America and South America. 

Herscovici joined AB InBev as a Global Management Trainee in 2002 in the Latin America South Zone.

ABI DTC Officer Lucas Herscovici

Our Leaders

Michel Doukeris

David Almeida

John Blood

Fernando Tennenbaum

Donna Lorenson

Nick Caton

Katherine M. Barrett

Lucas Herscovici

Nelson Jamel

Marcel Marcondes

Ricardo Tadeu

Jan Craps

Jean Jereissati

Carlos Lisboa

Ricardo Moreira

Jason Warner

Brendan Whitworth