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InBev
USA focuses on imports, 'experience' of drinking beer NORWALK -- The way Doug Corbett sees it, beer should be an experience, just like wine is an experience. "You don't see people drinking wine out of a mug," he said. "There's no reason you can't have specific glasses for specific beers as well." Corbett is the president of Norwalk-based InBev USA, a subsidiary of InBev, which is the world's largest beer brewer. The company has designed glassware to enhance the flavor, aroma and character of its beers, which include imports such as Stella Artois, Beck's, Bass Pale Ale, Labatt, Leffe, Hoegaarden, and Brahma. The branded glassware for Stella features a stem and glass that tapers at the top. The stem is for holding the glass to keep the lager cold and the tapered mouth is to condense the aroma. The Leffe glass is similar to Stella's with a wider mouth. The Bass Pale Ale glassware is tall and sturdy with a thick bottom that reflects the trademark red triangle. Each of the glasses features the respective beer's logo. "The glassware also portrays an image for the consumer," Corbett said. "You are what you drink. Beer is a beverage that lends itself to a wide variety of occasions, casual and formal. It's not just about selling cases, it's about selling an experience." The branded glassware is just one of many recent developments for the company. Corbett is relatively new to the U.S. headquarters, taking over as InBev USA president last January. A Canadian, he previously worked for the company in Belgium and Canada. In May, it sold the Rolling Rock brand to Anheuser-Busch for $82 million and now concentrates solely on imports. Its brand list includes more than 200 beers, but it is concentrating largely on Stella Artois from Belgium, Beck's from Germany, Bass Pale Ale from the U.K. and Labatt from Canada. "We're focused solely on the import niche, which is growing at 10 percent annually," Corbett said. "Beer as a whole is growing at one percent, but imports are doing extremely well." That bodes well for InBev, which has several of the world's top brands. The brand profile varies greatly in terms of the beers' country of origin and type of beer, such as ale, lager and dark. "We're positioned well for growth," Corbett said. "We've taken a more single-minded approach with only imports." Closer to home, InBev also announced in September that it will move its U.S. headquarters from Norwalk to 10 Westport Road in Wilton. The move is scheduled for February of 2007. It had been at 101 Merritt 7 since 1997. All 110 employees currently at Norwalk will make the move to Wilton. According to Corbett, the new 28,769 square foot office will feature an open concept with no walls or division between departments or individuals. It will be designed by Geitz Design Associates of Westport. The location will house employees who work in marketing, sales, finance, human resources, legal, logistics, information technologies and corporate affairs. The new space will also include a InBev USA Beer Academy. The company uses the Beer Academy to educate wholesalers and retailers about serving InBev's premium beers. The current location at Merritt 7 Corporate Park includes a bar where employees gather on Thursday evenings. The employees are also spread out on multiple levels. "The open office environment will stimulate sharing, fun and energy," Corbett said. "Our current place is a little more corporate than we would prefer. We'll bring some fun engagement and color to the office space." The new office environment will be similar to the image portrayed by one of InBev's relatively new brands: Brahma. Brahma is a Brazilian beer that is wildly popular in many parts of the world. Brahma, for which the branding seeds are just being planted by InBev, does not need its own branded glassware. The bottle says it all with its clear, curved appearance. "Everything about the beer is fluid and flexible --go with the flow," Corbett said. "It reflects an effortless flair." InBev is currently concentrating its marketing and saturation efforts for Brahma on the East Coast. "We're taking a deliberate approach," Corbett said. Brahma came to the company when Interbrew merged with AmBev in 2004 to form InBev. Interbrew was previously the third largest brewer in the world and AmBev of South America was the fifth. They combined to make the world's largest brewer with 85,000 employees in 32 countries. The formation of InBev was also the impetus for the combination of Labatt USA and Beck's North America to form InBev USA. Labatt USA had its headquarters in Norwalk and Beck's North America was in Stamford. With the growth and success come added responsibility. Corbett said InBev USA strives to promote responsible drinking. "All of our advertising carries a drink responsibly message," he said. "We depict our products in advertising in a responsible way by showing people who are clearly adults drinking in moderate consumption." |
