Brian Sudano

Although new brand failure rates remain high, over the past decade, most leading new products have not emerged through brand extensions. A few big companies have found success, yet most standouts were entrepreneurial ventures. 

While the alternative adult beverages market grew by 7.5% a year or 426% in total since 2002, the total beer market has declined more than 5% in total during this period. This disparity underscores the macro movement to these flavored forward, more modern products.

Although it has long been the prevailing opinion that Anheuser-Busch InBev (ABI) would pursue SABMiller, I don’t believe this to be so for the following reasons.