1
00:00:00,000 --> 00:00:02,583
(upbeat music)

2
00:00:07,770 --> 00:00:09,600
- [Announcer] Anheuser-Busch
is ahead of the curve

3
00:00:09,600 --> 00:00:12,090
when it comes to innovation
and diversification

4
00:00:12,090 --> 00:00:14,610
of alcoholic beverages for the future.

5
00:00:14,610 --> 00:00:15,980
Like other alcohol brands,

6
00:00:15,980 --> 00:00:17,960
they have innovated a range of products

7
00:00:17,960 --> 00:00:19,630
for its now diverse audience.

8
00:00:19,630 --> 00:00:21,900
New innovations like organic beers

9
00:00:21,900 --> 00:00:23,590
and low calorie flavored seltzers

10
00:00:23,590 --> 00:00:26,010
give a healthier alternative
to getting buzzed.

11
00:00:26,010 --> 00:00:28,210
And they have even expanded into a brew

12
00:00:28,210 --> 00:00:29,903
for that furry friend of yours.

13
00:00:32,435 --> 00:00:36,010
- AB's innovation philosophy
is simple, people first.

14
00:00:36,010 --> 00:00:39,540
Getting feedback from them
and trying to find solutions

15
00:00:39,540 --> 00:00:41,280
to what they want in their lives.

16
00:00:41,280 --> 00:00:44,940
You have to be willing to take
risks, put ideas out there,

17
00:00:44,940 --> 00:00:47,530
and then be receptive
to consumer feedback.

18
00:00:47,530 --> 00:00:50,150
Gen Z and millennials changing
the way they view alcohol,

19
00:00:50,150 --> 00:00:51,780
quite frankly, is exciting for innovation.

20
00:00:51,780 --> 00:00:54,490
And it's led to a lot of
innovation over the last few years

21
00:00:54,490 --> 00:00:55,840
and will continue to lead

22
00:00:55,840 --> 00:00:57,780
to a lot more innovation moving forward.

23
00:00:57,780 --> 00:00:59,402
We get crazy ideas all the time.

24
00:00:59,402 --> 00:01:02,010
We actually asked for
crazy ideas all the time.

25
00:01:02,010 --> 00:01:04,432
And I think the first step
is not saying no right away.

26
00:01:04,432 --> 00:01:07,015
(upbeat music)

27
00:01:08,310 --> 00:01:12,263
People love spending a ton
of time with their dogs.

28
00:01:12,263 --> 00:01:14,240
A lot of these occasions
that they're spending

29
00:01:14,240 --> 00:01:16,681
with their dogs are social occasions.

30
00:01:16,681 --> 00:01:19,160
They're usually having
an alcoholic beverage

31
00:01:19,160 --> 00:01:20,289
while they're hanging out with their dog.

32
00:01:20,289 --> 00:01:22,670
And we thought it was
such a great opportunity

33
00:01:22,670 --> 00:01:25,250
to create something that
their dogs could enjoy

34
00:01:25,250 --> 00:01:27,210
while enjoying a Busch beer as well.

35
00:01:27,210 --> 00:01:30,380
So this was the genesis of Busch Dog Brew,

36
00:01:30,380 --> 00:01:33,275
a bone broth beverage made for dogs.

37
00:01:33,275 --> 00:01:36,890
So your dog can enjoy a
cold one while you are too.

38
00:01:36,890 --> 00:01:40,430
It's alcohol free bone
broth with a wide range

39
00:01:40,430 --> 00:01:43,730
of nutritious ingredients,
very healthy for dogs,

40
00:01:43,730 --> 00:01:46,820
and actually is a food
substitute in a lot of instances

41
00:01:46,820 --> 00:01:48,220
if a dog can't eat dry food.

42
00:01:50,290 --> 00:01:53,066
- Being a chief tasting
officer is a serious job.

43
00:01:53,066 --> 00:01:55,240
It will be your sole responsibility

44
00:01:55,240 --> 00:01:57,170
to shepherd the great taste of Busch.

45
00:01:57,170 --> 00:01:59,490
Your bark will have to
be as good as you bite.

46
00:01:59,490 --> 00:02:00,390
Are you up for it?

47
00:02:03,360 --> 00:02:06,750
- Chief tasting officer has
been a remarkable campaign.

48
00:02:06,750 --> 00:02:09,000
One of the best performing campaigns

49
00:02:09,000 --> 00:02:10,560
for Busch in our history.

50
00:02:10,560 --> 00:02:12,840
And the response was overwhelming.

51
00:02:12,840 --> 00:02:16,500
People love the idea of heroing a dog

52
00:02:16,500 --> 00:02:18,340
to be our chief tasting officer,

53
00:02:18,340 --> 00:02:20,540
the ambassador for Busch Dog Brew.

54
00:02:20,540 --> 00:02:25,403
- Everyone's favorite rags to
riches story just got better.

55
00:02:25,403 --> 00:02:27,870
Ethan, the dog won the contest

56
00:02:27,870 --> 00:02:29,900
to be the face of Busch Beer.

57
00:02:29,900 --> 00:02:31,517
Busch Beer posted on Twitter saying,

58
00:02:31,517 --> 00:02:33,270
"Ethan has perseverance

59
00:02:33,270 --> 00:02:35,720
that will inspire for years to come."

60
00:02:35,720 --> 00:02:37,030
- Busch Dog was pretty interesting.

61
00:02:37,030 --> 00:02:37,970
This year alone,

62
00:02:37,970 --> 00:02:40,800
we'll do something like
32 seltzer products alone.

63
00:02:40,800 --> 00:02:42,680
Actually, that's just been
in the last six months.

64
00:02:42,680 --> 00:02:44,660
So we are like turning on
the innovation machine.

65
00:02:44,660 --> 00:02:46,837
And I remember the team came and said,

66
00:02:46,837 --> 00:02:47,940
"Hey, we wanna do this Dog Brew.

67
00:02:47,940 --> 00:02:49,390
It's a little bit different."

68
00:02:50,730 --> 00:02:52,030
There, I think one of the other things

69
00:02:52,030 --> 00:02:54,840
that we've been able to do
is look outside of our walls

70
00:02:54,840 --> 00:02:57,150
of how we can leverage
new kinds of partnerships,

71
00:02:57,150 --> 00:02:59,750
new kinds of capabilities to
bring a product to market.

72
00:02:59,750 --> 00:03:00,583
Because honestly,

73
00:03:00,583 --> 00:03:02,880
when it comes to designing
something that dogs may like,

74
00:03:02,880 --> 00:03:03,880
that's a little bit different

75
00:03:03,880 --> 00:03:05,810
than the expertise that we have

76
00:03:05,810 --> 00:03:08,200
when it comes to the beers and
seltzers designed for humans.

77
00:03:08,200 --> 00:03:09,460
And so in that case, we were able

78
00:03:09,460 --> 00:03:10,916
to work outside of our walls,

79
00:03:10,916 --> 00:03:13,010
work with people who had the expertise.

80
00:03:13,010 --> 00:03:14,910
I think the results sort
of speak for themselves,

81
00:03:14,910 --> 00:03:16,740
both in terms of the dogs, their enjoyment

82
00:03:16,740 --> 00:03:18,070
but also I think for their owners

83
00:03:18,070 --> 00:03:19,720
and sort of how this idea pop up.

84
00:03:20,780 --> 00:03:22,140
- [Announcer] Dog Brew is just one

85
00:03:22,140 --> 00:03:23,470
of the inventions coming out

86
00:03:23,470 --> 00:03:26,380
of the Anheuser-Busch
headquarters in St. Louis.

87
00:03:26,380 --> 00:03:28,890
The R&D Lab is where the brewmasters work

88
00:03:28,890 --> 00:03:32,290
to mix new flavors and styles
to create the unexpected.

89
00:03:32,290 --> 00:03:35,490
And it's also where Bud
Light was first invented.

90
00:03:35,490 --> 00:03:38,510
- St. Louis has a very
special place for us

91
00:03:38,510 --> 00:03:39,740
as an overall company,

92
00:03:39,740 --> 00:03:41,770
but especially when it
comes to innovation.

93
00:03:41,770 --> 00:03:43,510
Because first, it embodies the heritage

94
00:03:43,510 --> 00:03:44,890
of who we are as a company.

95
00:03:44,890 --> 00:03:47,110
It's where this company was founded

96
00:03:47,110 --> 00:03:50,502
by Eberhard Anheuser and
Adolphus Busch over 160 years ago

97
00:03:50,502 --> 00:03:52,470
right on the shores of
the Mississippi River.

98
00:03:52,470 --> 00:03:54,170
It's where our R&D Brewery,

99
00:03:54,170 --> 00:03:56,440
what we call the Research
Pilot Brewery sits,

100
00:03:56,440 --> 00:03:57,780
where we have the labs.

101
00:03:57,780 --> 00:04:00,529
We also have there our
consumer insights hub.

102
00:04:00,529 --> 00:04:02,370
So we have a group that's working all

103
00:04:02,370 --> 00:04:05,100
on listening consumers,
talking consumers help us

104
00:04:05,100 --> 00:04:07,730
to spot new trends, identify
where things are going,

105
00:04:07,730 --> 00:04:09,230
and help us refine ideas.

106
00:04:09,230 --> 00:04:11,290
And we have what we call
the innovation machine,

107
00:04:11,290 --> 00:04:12,860
which has all the groups that are charged

108
00:04:12,860 --> 00:04:15,210
with bringing products from the idea

109
00:04:15,210 --> 00:04:17,270
up to a scale up in the market.

110
00:04:17,270 --> 00:04:19,920
- A typical day is never
gonna be typical here

111
00:04:19,920 --> 00:04:21,152
in innovations.

112
00:04:21,152 --> 00:04:24,470
Each day, we may be tasting
multiple different projects

113
00:04:24,470 --> 00:04:26,150
and making tweaks and going to the lab

114
00:04:26,150 --> 00:04:29,180
and changing what the recipe
looked like yesterday.

115
00:04:29,180 --> 00:04:31,320
There may be meetings with
the marketing commercial team

116
00:04:31,320 --> 00:04:33,960
to understand new products
coming down the pipeline,

117
00:04:33,960 --> 00:04:35,640
as well as working with the insights team

118
00:04:35,640 --> 00:04:38,270
to understand what feedback
we have gotten on the products

119
00:04:38,270 --> 00:04:39,820
that consumers have tasted.

120
00:04:39,820 --> 00:04:41,720
We also have taste panels,

121
00:04:41,720 --> 00:04:44,410
understanding what the Research
Pilot Brewery has brewed

122
00:04:44,410 --> 00:04:46,640
compared to the other breweries.

123
00:04:46,640 --> 00:04:49,560
- We fail a lot more than we succeed.

124
00:04:49,560 --> 00:04:53,010
But what we try to do is
fail either behind the scenes

125
00:04:53,010 --> 00:04:55,700
or when things are in
low fidelity or low cost.

126
00:04:55,700 --> 00:04:58,640
So then we don't have to have
a big, expensive failure,

127
00:04:58,640 --> 00:05:00,990
not that we haven't had
our share of those too.

128
00:05:00,990 --> 00:05:03,220
- Coming up with this
idea and the taste profile

129
00:05:03,220 --> 00:05:05,460
that you see out in the market
probably took a few months

130
00:05:05,460 --> 00:05:08,040
and probably about four to five tastings.

131
00:05:08,040 --> 00:05:10,560
And once we all kind of voted

132
00:05:10,560 --> 00:05:14,114
what best aroma, best
taste, best finish would be,

133
00:05:14,114 --> 00:05:16,700
it definitely was probably a few months

134
00:05:16,700 --> 00:05:18,750
before we got it correct.

135
00:05:18,750 --> 00:05:20,620
- We now pride ourselves on our speed.

136
00:05:20,620 --> 00:05:22,750
In many cases, we're
bringing products to market

137
00:05:22,750 --> 00:05:24,490
that used to take 18 months.

138
00:05:24,490 --> 00:05:26,700
Now, it's as little as
100 days or even less,

139
00:05:26,700 --> 00:05:29,210
which for us is a, even a
global benchmark relative

140
00:05:29,210 --> 00:05:31,000
to our competitors and other references

141
00:05:31,000 --> 00:05:31,833
that we have in the market.

142
00:05:31,833 --> 00:05:33,180
We gotta be fast.

143
00:05:33,180 --> 00:05:34,947
There's more competition than ever before.

144
00:05:34,947 --> 00:05:36,587
It really keeps us on our feet

145
00:05:36,587 --> 00:05:39,950
and making sure that we're fast
to get things to the market,

146
00:05:39,950 --> 00:05:41,450
but also when we see opportunities right,

147
00:05:41,450 --> 00:05:43,450
also fast to scale when that makes sense.

148
00:05:43,450 --> 00:05:44,770
And then we've gotta be making sure

149
00:05:44,770 --> 00:05:46,400
that whatever we bring to the market,

150
00:05:46,400 --> 00:05:49,420
it's a very high bar
between the product itself,

151
00:05:49,420 --> 00:05:51,455
the liquids or the packaging,
also the marketing right.

152
00:05:51,455 --> 00:05:54,290
If we're not absolutely best

153
00:05:54,290 --> 00:05:56,170
and superior to other
choices on the market right,

154
00:05:56,170 --> 00:05:57,860
people are gonna have other
things that they can turn to.

155
00:05:57,860 --> 00:05:59,998
Our ambition is to be
leading the future growth

156
00:05:59,998 --> 00:06:01,070
of our industry.

157
00:06:01,070 --> 00:06:01,970
In order to do that,

158
00:06:01,970 --> 00:06:04,370
we've got to be going
where consumers are going.