AB InBev: ‘We see homebrewing as a natural expansion of
craft brewing’
AB InBev has identified homebrewing as a burgeoning trend in
the US ,
and is growing its homebrewing business through innovation arm ZX Ventures.
While encouraging people to create their own brews may seem at odds to its
primary business of selling beer, the company actually sees homebrewing as a
'natural expansion' of the craft business.
Homebrewing has become a burgeoning trend in the US ,
with homebrewers producing 1.4 million barrels of beer in 2018 and an
increasing number of people taking it up as a hobby.
ZX Ventures – AB InBev’s global growth and innovation group
which was founded in 2015 to develop new products and businesses that address
emerging consumer needs – counts homebrewing as one of its five core business
units.
Having acquired homebrewing supply business Northern Brewer
in 2016, it is now seeking to build on growing consumer interest in the hobby.
Craft vs homebrewing
AB InBev is the world’s largest brewer, supplying beers
around the globe. It has also been expanding its portfolio of craft and import
brands under its unit The High End: including Goose
Island , Four Peaks
So why does the mega brewer want to encourage homebrewing –
which could ultimately encourage consumers to make their own beers rather than
purchase them from commercial brewers?
Cassiano Hissnauer, global VP of homebrewing with ZX
Ventures, says there’s plenty of room – and opportunities – in the beer market
for both craft and homebrewing.
“ZX Ventures is interested in driving growth of the beer
industry, which includes delivering the homebrewing experience to as many
individuals as possible,” he told BeverageDaily. “As beer lovers, we want to
work to bring as many opportunities as possible to other beer lovers, in
whatever form they like.
by Rachel Arthur
Original Article
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