Part of Earp's task is to find new ways to grow when beer sales are declining in the U.S — the, a metric used by the National Beer Wholesalers Association to track beer sales, fell to 48 in June from 62 in the same month last year — and along with low or no-alcohol products, some of the solutions seem to be in selling beer differently.
It has more than 500 bars that it owns internationally and it has launched e-commerce sites too. The bars are a great way to test out new products, Earp said, and the e-commerce sites provide insights on what people are looking for. On its Brazilian e-commerce site Emporio da Cerveja, for example, it noticed that people were searching for Becks, which wasn't available in the country. So, it added the brand to the website and it shot straight into the top five beers.
Earp plans to bring what he's learned with ZX to the rest of the business. "We're going to a second phase, which is how can you bring some of these learnings and bring them to the core business, how can we become more agile, how can you come closer to start-ups?" he told CNBC. At the same time, Earp will use some of AB InBev's huge reach to scale some of the products coming out of ZX.
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Source: CNBC - 🏆 12. / 72 Read more »