The Beer Industry
ABInBev
MillerCoors
Samuel Adams
Boulevard
Kyle Stamper
Nick Worth
Blaine Skrainka
Suzy Kiska
Erin Dobbs
ABInBev
www.ab-inbev.com
Leading Global Brewer
– Budweiser, Bud Light, Bass, Beck’s, Stella Artois
How ABInBev Utilizes the Internet:
– Promote their products
– Update their investors
– Inform the general public on their standard business
objectives
Sponsors separate websites for each product
– www.budweiser.com, www.becks.com
– purchase name brand merchandise
– research the history and nutrition facts
– directions on how to appropriately pour or drink each
product
– ADVERTISING OPPORTUNITY
ABInBev
WEBSITE USAGE
Investors
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stock prices
bond information
profitability graphs
Journalists and Media Corporations
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media related enquiries
press release dates
General Public
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potential employment
product information
bottle caps!
COMPANY EVOLUTION
– Simplicity and array of information will encourage growth in other
territories.
ABInBev
Blog Use
– Does not sponsor its own blogging sites
– There are public, non-company sponsored blogs (factual information and
opinions)
Financial news
New product releases
Employment strikes
Advertising
– Where are they found?
Personal websites – creators remain anonymous
News sites - professional contributors
ABInBev
Social Networks
– Facebook
Company Sponsored
International groups directed towards students and university staff.
Internships and apprenticeships
– LinkedIn
Non-Company Sponsored
Group of 103 members – exclusive
– YouTube
Both company sponsored and non-company sponsored
Commercials and parodies that advertise brand and products.
– Twitter
Minimal usage
MillerCoors
Website
Purpose: inform users 21 and up about the
company
– Required input of age to access the site
Mostly informational content
3 Sections
– Who We are
– What We Believe
– Our Beers
Website
Cannot purchase their beers on website
– Can purchase logo’d merchandise
– Get information on how to be a distributor
Simple straight forward design
– Easy to navigate the site
– Aesthetically pleasing
Neutral colors
Use of flash images
http://www.millercoors.com/Home.aspx
Blogging
Used to have BrewBlog
– Blog created by Millers that mostly
focused on its rival Anheuser Busch
– First to break news on stories on
Anheuser Busch
– Wanted lead internet conversation
– Blog ended with the merger of Coors
because the company wanted to go in
a new direction with communication
Social Networking Sites
Facebook
– Fan pages
– No interaction with Fans, infrequent
wall postings
– Direct fans to their company website
LinkedIn
– Not a profile for fans, only
employees and Alumni
– Do not post any jobs on LinkedIn
Social Networking Sites
Twitter
– No apparent Twitter
account sponsored by the
company
– When doing a search on
the company, only came up
with users that have
recently tweeted about
their products
Summary
Internet is not fully utilized by
the company
Websites, blogs, and social
network presence is small and
not interactive
Lose interest after first visit
Missing opportunity to engage
users and strengthen brand
presence
Samuel Adams
Brief History
“Craft Brewer”
Website
Purpose
Intended Audience
Information Content
Blogging
Message and Format
Guidelines
Social Networking
Boulevard
Networking Sites
Guidelines For Creating an Internet
Presence
Website
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Informative
Entertaining
Promotions
Advertisements
Customer Feedback Opportunity
E-Store
Organized and Simple to Navigate
Blogs
Social Networks
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Facebook
Twitter
LinkedIn
Myspace
Questions?