Even the world’s biggest beer maker is looking at a future beyond its flagship product.
For Anheuser-Busch InBev, that vision has increasingly come into view over the last two years. In 2016 the company launched the Teavana line of ready-to-drink craft iced teas in collaboration with Starbucks, while last year its Beyond Beer division acquired Hiball/Alta Palla, which markets natural energy drinks, sodas, and sparkling waters, as part of a continuing expansion of its non-alcoholic portfolio. As vice president of Beyond Beer, Randy Ornstein has his hand on the rudder in steering the global beer conglomerate into new territory, as it seeks partners and develops products that fit within its vision of a premium, healthy, purpose-driven non-alcoholic brand portfolio.
In this video from BevNET Live Winter 2018, Ornstein describes how Teavana and Hiball/Alta Palla fit into A-B InBev’s non-alcoholic strategy, including both the challenges and opportunities in getting consumers to trade slightly higher prices for premium products. He also discussed lessons from his business experience, highlighting the importance of owning a product’s specific need state and seizing the advantage of having a differentiated product.