USA – Anheuser-Busch, a wholly owned subsidiary of Anheuser-Busch InBev, has updated its visual identity to highlight the new global purpose it first unveiled in December.
The American brewing company noted that the logo, which features the eagle in flight and facing to the right, is intended to be more premium and forward-looking than before.
The new logo is the next step in the company’s renewed focus on consumer-centricity and a commitment to innovation, according to Anheuser-Busch CEO Brendan Whitworth.
It reinforces the company’s new global purpose, “To a Future with More Cheers” and helps reflect the ongoing transformation of this great company, added Whitworth.
In its most recent earnings report, parent company Anheuser-Busch InBev reported that its top-line growth improved on a year-over-year and two-year basis, ahead of pre-pandemic levels and despite ongoing challenges from COVID-19 and supply chain issues.
CEO of Anheuser-Busch Inbev Michel Doukeris attributed the momentum to the company’s “relentless” execution, investment in brands and accelerated digital transformation.
The forward-looking logo was designed to combine the company’s storied heritage and its plans for the future.
Anheuser-Busch’s new global plan includes a 10-year commercial strategy that seeks to create growth and value with consumers and partners, both across its supply chain and in the communities it serves.
The purpose-driven plan also touches on sustainability and its “leading role” in America’s economic recovery, especially as on-premise sales continue to be affected by pandemic-related issues and closures.
The rebrand follows Anheuser-Busch’s recent shuffling of its U.S. leadership team, with Benoit Garbe promoted from U.S. chief strategy officer to U.S. CMO, among other moves.
The changes in leadership came as the company put a higher premium on using data-driven research to drive aspects of its media strategy, including direct-to-consumer initiatives and digital transformation.
Countless CPG brands have rebranded during the last two years to build on pandemic-spurred gains, often updating familiar elements to split the difference between the past and future.
Campbell Soup Company subtly redesigned its iconic can labels while embracing ideas like comfort, goodness and Americana that have been associated with the brand for decades.
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