AB InBev honours British farmers
AB InBev’s Budweiser Brewing Group UK & Ireland arm celebrated its farmers last week, raising a glass to the local agricultural community responsible for growing the ingredients used in its beers.
The event, which was held at the Farmer’s Club in London’s Whitehall, brought together senior AB InBev stakeholders, key MPs, maltsters and farmers all known for their contribution towards supporting the beer business.
Describing the honour it was to host so many who contributed to the brewery’s agricultural prosperity, AB InBev’s Europe zone CEO Jason Warner said: “It’s a special evening for us. It’s where we take time to recognise the people that we work with, suppliers who grow the raw materials to produce the malts that allow us to create these fantastic beers that we’re able to provide consumers with across Europe.”
Warner described “the value we create by working with our farmers” and highlighted how AB InBev’s “global supply chain has 20,000 farmers that we work with directly” offering a level of locality and transparency.
Speaking to db, Daniel Zeichner who is the Minister of State at the department for environment, food and rural affairs, revealed: “I have been inspired by some of my local farmers. I think we need to remind people that beer doesn’t just end up in their glass by accident. There are a whole series of people involved in that and beer is a huge benefit to the local economy.”
Budweiser Brewing Group president Brian Perkins said: “Our industry has an economic footprint in over 630 constituencies across the country, and we’re proud to contribute to the sustainable and skilled jobs that drive local and national growth.”
Perkins explained: “Beer is more than a beverage. It’s innovation, it’s also investment in highly-skilled STEM subjects, which we do through our investment in apprenticeships and it’s also investment into no-and low -alcohol and giving consumers greater choice 一 more choice than ever 一 and in doing so, investing in technology and innovation. Beer is an investment in British farming. Beer has an important role in making Britain a highly-skilled, innovative and dynamic economy and has a strong future in delivering economic growth.”
Warner pointed out how “In the case of Europe, 97% of all of the beer that we provide in Europe is brewed here in Europe, 3% largely coming from Mexico 一 a little bit of Corona, but not long, because we’re intending to make sure that most of that is going to come from here.”
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Warner admitted that when he looks to the UK, “100% of the beer we produce is coming from local farmers and our maltsers. And I’m really proud that we can have to do that and to make that happen, because it wasn’t that way 10 years ago”.
Warner explained: “In the UK, we brew 100% of our beer in the UK with ingredients of natural origin. In a world with so many chemical, artificial additives that are put into food, to have a product that is 100% from nature with simple, natural ingredients, made with passion and made with care is a wonderful thing to do.”
Warner told db: “The important focus that we have is 0% ABV alcohol beer. Corona is our flagship and Cero is growing 87% so, for us it is going very well” and admitted “we are very focused on no-alcohol beer, I think that’s a huge opportunity for us. A 100% natural product with no alcohol in beer means it is a good refreshing alternative to other beverage options”.
Making a prediction, Warner stated: “I think super-premium beer will continue to grow. I also think there is growth in flavoured beer.”
However, he brought the conversation swiftly back to local farming and how well-connected the business was with its agricultural supply chain and highlighted: “When we look at our company globally, we operate in 50 markets directly and there are 150 markets we are supplying beer to. The vast majority of beer that we’re selling and working with is coming from local farmers, so it’s an incredibly local supply chain.”
Describing the quality of the beer and the work that goes into it, Warner said: “We work closely with our farmers to select the best possible ingredients which we craft in our breweries to create some of the world’s most awarded beers. We put a lot of effort into this to make sure that we deliver a great tasting product that everyone wants.”
However, he also noted how the sector is changing and how consumer trends adapt, showing that the business is moving with those needs. Warner said: ““Of course, moderation is important and we want people to enjoy our beers responsibly and so I think having no-alcohol beer is important. The growth rates that we’re seeing in that space are really exciting and we’re proud that we now have a complete portfolio.We are also proud that we make those choices available to consumers, driving tremendous growth in that space.”
Considering how well-regarded the low- and no-alcohol beer category has become, Warner added: ““Beer is big, it’s valuable, and it’s the largest single consumer goods category in the world. Consumers want products that are made of simple, natural ingredients. People love beer because it is refreshing, great tasting, and brewed with high quality, natural ingredients.”
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