When Belgian-Brazilian brewer InBev acquired Anheuser-Busch, we said the company was great on buying other firms, but poor on marketing. Not much has happened to change our view.
Latest example: The company has changed its logo — one of A-B’s most distinctive assets — so that the red-and-gold A and standing bald eagle are now all gold, mirroring the golden hue of beer and barley. The company says this “mirrors the golden hue of beer and barley, the cornerstones of Anheuser-Busch’s business.”
Brendan Whitworth, who runs A-B InBev’s North American business said the new logo is part of the company’s effort to start growing sales in the U.S. again. A-B has had a tough couple of decades. Even before InBev acquired A-B, its market share was declining. That’s sort of like the A&Eagle on A-B’s own website. Before it was red, brown and gold and popped off the page. Now, the all-gold A&Eagle just sort of fades away. To be sure, when placed against a black background, the gold stands out. As for the eagle, judge for yourself. Which is more visible, the old logo or the new one?
The new logo is supposed to represent A-B’s “new global purpose that enables the company to unlock, harness and realign the power of its unique capabilities, infrastructure and assets,” A-B said.
We wish A-B well. But we fear the new logo will be no more successful in changing it’s fortunes than the decision to move A-B’s marketing unit to New York City. That move was supposed to attract top advertising and marketing talent. How has that worked out?
In 2017, parent Anheuser-Busch InBev’s sales and revenue totaled Eur 50.04 billion. In 2020 it totaled EUR 41.1 billion. Net profit for ABI fell to a EUR 570 million loss in 2020 from EUR 7.06 billion profit in 2017. Not exactly a record to inspire confidence. In it’s new logo, A-B says the golden eagle is depicted flying. The question is, is it flying to a better future or flying from the pathetic results ABI has posted since it took over what it used to tout as “the great American brewer”?