Anheuser-Busch Reorganizes to Focus on Top-Line Growth
By Steve Holtz on Jul. 26, 2018LEUVEN, Belgium -- In a move that suggests a larger focus on nonalcohol beverages—and as part of a larger reorganization—Anheuser-Busch InBev announced a new leadership structure on July 26.
Following AB InBev’s acquisition of SAB Miller in October 2016 and its integration efforts since then, the Belgium-based brewer is reorganizing “to enhance our focus on top-line growth and value creation,” the company said in a press release.
Here's a look at the four major points of the restructuring, which will take effect Jan. 1, 2019 ...
1. Changing zone structure
The company will shift from nine management zones to six, allowing the zone presidents to “focus on driving growth opportunities and developing talent at the zone level,” the company said. This shift does not include any change in the company’s North America zone, which includes the United States, U.S. Craft and Canada business units. Click here for additional details.
2. Anticipating future market and consumer needs
The brewer will combine its marketing and incubator/venture capital (ZX Ventures) arms under “a common global lead [to] further our objective of anticipating market and consumer trends. [This] will allow us to adopt ZX Ventures’ innovative approach more broadly. ZX Ventures will maintain its current independence in order to remain ahead of the curve, stay agile and invest in new products and experiences to address emerging consumer needs.”
3. Capturing growth opportunities
AB InBev will create two new senior leadership positions “to capture organic growth opportunities within our existing business.” The two positions, which report to the CEO, are:
- Lucas Herscovici, currently global marketing vice president of strategic functions, will become chief nonalcohol beverages officer. Herscovici will focus on accelerating growth in the company’s existing nonalcohol business, which represents more than 10% of AB InBev volumes, the company said. In the U.S., the company’s nonalcohol beverages include Alta Palla sparkling waters, Hiball energy and Teavana iced teas.
- Pablo Panizza, currently president of the Rio de la Plata business unit, will become chief owned retail officer. He will focus on managing AB InBev’s existing owned retail business (generally overseas), including shaping its strategy, coordinating cross-market initiatives and sharing best practices.
4. Changes to the leadership team
To reflect AB InBev’s new zone structure and focus on top-line growth and value creation, the company also announced changes to the CEO’s leadership team. For the North America business unit, significant changes include:
- Ricardo Tadeu, currently zone president Africa, will become chief sales officer.
- Pedro Earp, currently chief disruptive growth officer, will now hold the dual role of chief marketing and ZX Ventures officer.
Click here to see other international changes.
“We will use the coming months to guarantee a smooth transition into the new structure and ensure continuity for the future,” the company said. “We continue to be focused on delivering top-line growth, creating new occasions and expanding the beer category. We believe that by implementing these changes, we will be better equipped to accelerate growth and be more responsive to our consumers and customers to bring them an even better experience.”
Photo courtesy of Jhong Dizon.