Beer: Anheuser-Busch InBev

MARKETING/PROMOTION SUPPORT: Sponsorships of the NFL and the 2010 FIFA World Cup. PRODUCT INNOVATION: Sample packs with flighting sheets. SUSTAINABILITY: New efficiency goals. CATERING TO BEER enthusiasts who like variety, Anheuser-Busch's Michelob Brewing Co. launched the Michelob Brewing Co. Spring/Summer Sampler Pack. Following on the heels of a 2009 sampler pack, the 2010 pack added a new beer

  • MARKETING/PROMOTION SUPPORT: Sponsorships of the NFL and the 2010 FIFA World Cup.
  • PRODUCT INNOVATION: Sample packs with flighting sheets.
  • SUSTAINABILITY: New efficiency goals.

CATERING TO BEER enthusiasts who like variety, Anheuser-Busch's Michelob Brewing Co. launched the Michelob Brewing Co. Spring/Summer Sampler Pack.

Following on the heels of a 2009 sampler pack, the 2010 pack added a new beer to the mix: Michelob Ginger Wheat. The flavor joined Shock Top Belgian White, Michelob Dunkel Weisse and Hop Hound Amber Wheat.

Each pack included a flighting sheet with tasting notes and a summary of each beer's ingredients to explain how the brewmasters' recipes impact the colors, aromas and flavors found among the different styles. The sheet also included glassware and food pairing recommendations.

Complementing the launch is a dedicated website, MichelobSamplerPack.com [4], that features an interactive brewmaster tasting video explaining the brewing process.

Along with product innovation, A-B has made a statement with high-level sponsorships. Beginning with the 2011 season, Bud Light will become the exclusive beer sponsor of the NFL.

As for other sponsorships, for each goal scored during the 2010 FIFA World Cup, A-B and Budweiser donated $500 to the Hispanic Scholarship Fund. A total of $100,000 was donated.

Environmental conservation is also top of mind. As part of its three-year global environmental goals, it's working to become the most “water efficient global brewer in the world.”

In other areas of conservation, it built on its “Help Budweiser Conserve the Outdoors” program with a partnership with Michael Waddell, an outdoorsman and conservationist who appears on the Outdoor Channel.

Participating A-B wholesalers donated a percentage of proceeds from all bottles and cans of Budweiser sold last month and this month to the National Fish and Wildlife Foundation, which matches the contributions and distributes the funds to leading conservation organizations, including the Rocky Mountain Elk Foundation.

Waddell appeared on Budweiser displays across the country to help promote the effort. He also made select appearances.

COMPANY TO WATCH

MILLERCOORS: MillerCoors' goal is to reduce the amount of waste it sends to landfills by 15% by 2015. Last year, it exceeded that goal when it reduced its waste by more than 20% overall. Two of its breweries even achieved their goal of sending zero waste to landfills. The breweries reduced their solid waste by cutting usage, recycling and reusing brewery material, according to the company's 2010 Sustainable Development Report.