In the midst of an effort to take over St. Louis-based Anheuser-Busch Cos., Carlos Brito reached out to U.S. beer drinkers, possibly in an effort to tamp down a consumer backlash.
In a videotaped presentation posted on globalbeerleader.com — a site set up to promote InBev’s $47.5 billion buyout proposal — the chief executive of Belgium-based InBev touted his company’s ability to grow brands and make quality beer.
InBev became one of the world’s biggest brewers through a combination of mergers and takeovers. Its corporate culture is steeped in stringent cost control.
But on Monday, Brito argued that the company also cares about developing respected beer brands — a hallmark of its takeover target, Anheuser-Busch.
“We take great care of our beers — we have great products,” said Brito, who touted Stella Artois, Bass and Hoegaarden. “I’d like the consumer to know we’re in the business for the long term and we believe in building brands step by step.”
Brito said InBev “showed a lot of resilience in seeding the brands” in various markets. The video interview cuts away to scenes in clubs and bars, in which managers and drinkers talk about the popularity of Stella.