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The Beer Industry

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:

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The Beer Industry

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  1. The Beer Industry ABInBev MillerCoors Samuel Adams Boulevard Kyle Stamper Nick Worth Blaine Skrainka Suzy Kiska Erin Dobbs

  2. 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

  3. ABInBev • WEBSITE USAGE • Investors • stock prices • bond information • profitability graphs • Journalists and Media Corporations • media related enquiries • press release dates • General Public • potential employment • product information • bottle caps! • COMPANY EVOLUTION • Simplicity and array of information will encourage growth in other territories.

  4. 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

  5. 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

  6. MillerCoors

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. Samuel Adams • Brief History • “Craft Brewer”

  14. Website • Purpose • Intended Audience • Information Content

  15. Blogging • Message and Format • Guidelines

  16. Social Networking

  17. BoulevardNetworking Sites

  18. Guidelines For Creating an Internet Presence • Website • Informative • Entertaining • Promotions • Advertisements • Customer Feedback Opportunity • E-Store • Organized and Simple to Navigate • Blogs • Social Networks • Facebook • Twitter • LinkedIn • Myspace

  19. Questions?

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