What can you think of when it comes to the food with beer? The most common are barbecue stalls and hot pot, and further, it is nothing more than "fried chicken with beer" by the Korean drama Amway.

Anheuser-Busch InBev wants to give you a little more imagination in matching-for example, if you mix different flavors of beer with different western and Chinese foods, it will look like a lot of "lifestyle". Therefore, a special offline experience activity "Beer Selection Course" was born. Anheuser-Busch InBev found Wayne, the blogger of "Making a Foreign Rice Book" in WeChat official account, and matched the food for different beers: Budweiser with lobster salad, named "Weilong Fanbilang"; The combination of Time Beer and glutinous rice chicken is called "Once upon a time"; Wheat beer Fujia, paired with fried shrimp, was named "Hongfu Jiahui"; The rich and mellow goose island IPA is paired with black pepper beef tenderloin, named "black and white duo".

the combination of Fujia and fried shrimp "Hongfu Jiahui"

the combination of goose island IPA and black pepper beef tenderloin "black and white"

The combination of beer and glutinous rice chicken "once upon a time"

Like many fast-moving consumer goods, beer is also a product that depends on consumption scenes, and to a large extent, this consumption scene can be "made" through marketing. The most obvious example is, were you interested in the combination of fried chicken and beer before the brainwashing of the big fire "You from the Stars"?

the course of beer selection

attaches importance to the accompaniment of beer, which also comes from the insight of beer companies into consumers. The person in charge of beer category in the marketing department of Anheuser-Busch InBev said that the inspiration for the birth of the optional course of beer originated from a survey of consumers in China-more than half of consumers will enjoy beer and food on various occasions such as dinners, parties, social activities and entertainment games. Therefore, it is hoped that the category education of beer will be skillfully integrated into the food and consumption scenes, leading the new thinking of beer consumption.

this idea is also applicable all over the world. Felipe Szpigel, president of Anheuser-Busch InBev Fine Brewing Line, said in a recent interview that he wanted to try to make everyone change their eating habits and use beer instead of wine with cheese.

Beer companies want to bring fresh experiences to consumers because the industry is changing now: the younger generation of consumers are not as interested in beer as before. According to Nielsen data, from 216 to 217, the penetration rate of beer in the US market decreased by 1%, while wine and spirits did not decline. In the 1 years from 26 to 216, beer has been robbed of 1% market share by wine and spirits.

beer can't be sold in China. From the first negative growth of domestic beer production in 214, domestic beer production declined for 25 consecutive months. Until last August, the output rose by 4.2% year-on-year, ending the two-year decline of the beer industry. Later, the output fluctuated repeatedly, and only a slight recovery was achieved in May this year.

it is generally believed in the industry that the overall demand tends to be saturated and the product structure is single, which is the main reason for the decline of the industry. After nearly two decades of rapid growth, China Resources Snow, Tsingtao Brewery, Budweiser InBev, Yanjing Brewery and Carlsberg have occupied 75% of the domestic beer market.

However, with a round of consumption upgrading, many beer companies are looking forward to targeting the young market with high-end and fine brewing.

In p>216, the total sales volume of beer in the United States did not increase, but the production of craft beer increased by 6%. Anheuser-Busch InBev has acquired 1 American craft beer brands in the past six years. In China, among the additional growth sales of Anheuser-Busch InBev, the proportion of ultra-high-end imported wine is very high. "Compared with the same period of last year, about 4% of the additional growth came from imported wine." Xu Jiahong, vice president of ultra-high-end brand of Anheuser-Busch InBev China, told Interface News in January this year.

in terms of marketing strategy, high-end products prefer to influence consumers through experiential marketing, among which catering channels have become the key layout objects of Budweiser InBev. "Consumers in China are constantly changing, and nightlife is more diverse." Bo Ruituo, CEO of Anheuser-Busch InBev, analyzed at this year's second-quarter earnings conference, "And many ultra-high-end beer brands have grown through western-style bars, western restaurants and Chinese restaurants."

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