Anheuser-Busch August A. Busch IV presented analysts with a positive outlook for 2008 despite the increasing price of production.
Busch told analysts at a conference in Boca Raton, Fla., that A-B is focused on raising U.S. beer sales and strengthening its core brands such as Budweiser, Bud Light, Natural Light and Busch beer.
The country’s biggest brewer plans to boost its total media spending by 10 percent this year. Together, Budweiser and Bud Light will get a 24 percent boost. Spending on digital media will jump by 55 percent this year.
“We believe we are adapting well to the changing landscape” of the U.S. beer industry, said Busch.
Busch also said A-B will change its exclusivity incentive, known to demand “100 percent mindshare.” The long-standing program was designed to entice beer distributors to focus only on Anheuser-Busch brands. He said the program’s current configuration may work against the brewer, because competing wholesalers were able to add more profitable beers. He did not give details of the planned changes.