AB InBev, the world’s leading brewer, entered the Indian market in 2007 with the vision of introducing world-class beer experiences to consumers. Since its foray, the company has brought iconic global brands such as Budweiser, Corona, and Hoegaarden to the country, setting new benchmarks for beer enthusiasts. Over the years, AB InBev has remained committed to nurturing and shaping a vibrant beer culture in India.
Earlier this year Budweiser, the official global beer sponsor of the FIFA Club World Cup 2025, turned up the energy in India with the launch of its latest global platform, “Celebration in the Making’. As football’s biggest clubs battled it out for global glory, Budweiser brought its signature celebration spirit to Indian fans with experiences, cultural collaborations, and limited-edition drops—all tailored to reflect India’s growing passion for the beautiful game.
The other major initiatives it did included ‘The Night is Yours to Take’ and BUDX NBA House.
Medianews4u.com caught up with Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India
Q. AB InBev wants Budweiser to be an iconic beer brand. What is the game plan to achieve this vision?
We’re building Budweiser into India’s most iconic beer brand by showing up where culture is being created not just consumed. Our playbook is anchored in three elements: relevance, premiumisation, and authenticity.
We’ve embedded the brand in global and local cultural hotspots from FIFA, Lollapalooza, and the FIFA Club World Cup to music-forward platforms like BUDX, Boiler Room, DGTL and much more. These aren’t just sponsorships but spaces where Budweiser becomes part of the experience.
With a digital-first approach that’s powered by content, commerce, and creators, we keep Budweiser aspirational but always in touch. That’s how we stay ahead and stay top of mind.
Q. India is the fourth-largest market for Budweiser. Could you elaborate on how the focus areas of digital targeting, music-led experiences, and flavour innovations have contributed to this growth?
The growth is intentional. Our digital strategy allows us to engage with consumers above the Legal Drinking Age, both Gen Z and millennials well beyond metros. Music platforms like BUDX, IPs at large-format festivals building passion for niche sports, embed us into moments that matter to young consumers.
Category innovations like Budweiser Magnum, Budweiser 0,0 & Budweiser 0.0 Green Apple plus limited-edition packs, keep us fresh and relevant. It’s this combination of emotional connection and strategic product expansion that’s fueling growth and setting India up to break into Budweiser’s global top three.
Q. Looking ahead, what are the brand’s plans to connect sport, music, and lifestyle — especially through initiatives like the BUDX NBA House and partnerships with global music festivals such as Lollapalooza?
We’re focussed on building borderless experiences that sit at the intersection of sport, music, and lifestyle because that’s how young India engages with culture today. Budweiser isn’t just a beer brand; it’s a part of the experiences that matter.
In 2025, we’re scaling platforms that do exactly that. The BUDX NBA House brought together basketball, hip hop, fashion, and art in a single immersive space. We’re deepening that momentum through our global association with the FIFA World Cup, as well as music properties like DGTL, Boiler Room, and homegrown IPs we’ve built under BUDX. These aren’t passive activations, they’re platforms that we shape and own.
It’s all about staying in sync with what excites our audience and pushing culture forward in a way that feels fresh, authentic, and uniquely Budweiser.
Q. Budweiser and the NBA share common values such as freedom, ambition, and authenticity. Does this make the partnership a natural fit? Why was India selected as the first market for the BUDX NBA House? How has the response been so far, and what are the plans to further scale this partnership in the rest of 2025 and beyond?
The partnership is values-aligned: both brands champion ambition, freedom, and authenticity. India was the right launchpad—young, culturally dynamic, and already responsive to the way we merge music and lifestyle.
The debut in Mumbai saw fans, artists, and influencers celebrate basketball culture like never before, and the overwhelmingly positive response validated the approach. Looking ahead, we’re exploring more editions with deeper fan integrations.
Q. While alcohol brands commonly partner with music festivals, how does AB InBev look to differentiate Budweiser’s presence and activities in this space?
We don’t see ourselves as just sponsors; we show up as partners with a shared purpose. For us, it’s about building world-class music experiences from the ground up.
With our deep global experience in music culture, we bring proven insights, playbooks, and a long-term lens to how festivals in India can evolve and scale. We collaborate closely with organisers, talent, and creators to shape festivals that feel aspirational, future-forward, and culturally rich—on par with global editions. Our collaborations go far beyond music.
We’ve worked with voices like Bluorng, We Are Notice, Thaely, Coco Leni, Veg Non-Veg, Rajputana Customs, and more, each representing the future of culture across fashion, sustainability, streetwear, design, and local craft. These partnerships help us embed deeper into culture, not just ride the wave. Budweiser is committed to being a flagbearer of emerging music culture, and that means being part of the ecosystem, not just the lineup.
Q. Could you share insights on the creative collaboration that led to the development of the ‘Yours To Take’ campaign?
The ‘Yours To Take’ campaign is rooted in a fan-first mindset—whether it’s a music lover, a sports fan, or someone simply chasing their own path. The idea is to celebrate bold self-expression and individuality.
The result was a visually rich, digital-first narrative that feels like an invitation. It’s Budweiser at its most authentic: amplifying voices, stories, and passions that reflect the spirit of this generation.
Q. In the sports arena, is AB InBev considering cricket to expand Budweiser’s mass appeal, especially given that the FIFA Club World Cup 2025 partnership currently caters to a more niche audience across key metros and regions like Goa, Kerala, and West Bengal?
We are open for multiple opportunities especially that feel relevant for our audience. Currently our focus remains on international football- given its massive fan following in India, Urban appeal and global resonance.
We do engage with cricket contextually during IPL, but currently we are focussed on football and music, where we can create unique, ownable narratives.
Q. On the B2B front, what marketing initiatives does AB InBev undertake to strengthen relationships with bars, restaurants, and retail partners?
Our focus is on building partnerships that create value on both sides, backed by a strong combination of trade support and meaningful engagement.
On-ground, we drive BTL activations, consumer promotions, and visibility programs that not only boost demand but enhance the overall consumer experience at point-of-sale. We ensure our partners are equipped with tools that convert footfall into brand love.
Beyond that, we believe in recognising and rewarding high performance. Through curated experiences, partner meets, and exclusive access to our events and IPs, we bring our ecosystem closer to the brand. Whether it’s through incentive programmes or cultural immersion, our goal is to create a partnership that feels invested and not transactional.
Q. How is data analytics informing AB InBev’s portfolio strategy? Specifically, how does it help in segmenting core versus international brands and determining which markets are best suited for premium vs. affordable offerings?
Data plays a central role in how we make decisions—across brand building, consumer engagement, and market prioritisation.
It helps us understand evolving preferences, identify growth opportunities, and refine how we show up across different touchpoints. The goal is to stay relevant, be more intentional in our choices, and drive long-term impact at scale.
Q. Lastly, could you elaborate on AB InBev’s influencer marketing strategy? How does the brand ensure that collaborations remain authentic and aligned with Budweiser’s values?
We partner with creators who reflect our core values—ambition, authenticity, and individuality. These aren’t transactional campaigns.
We co-create stories, tap into their process, and engage their communities in real time. That’s how we keep it real and resonant.
