November 30, 2023. Shanghai – In an era defined by rapid technological advancements and dynamic market trends, the pursuit of growth has evolved from a conventional way of thinking into a more strategic approach.

For Budweiser APAC, commitment to digital growth is a transformative strategy designed to gain deeper customer insights, optimise operational processes, and contribute to sustainable growth, according to Co-Chair & CEO of Budweiser APAC Jan Craps during a CEIBS Executive Forum this evening.

During the event at the CEIBS Shanghai campus, Mr. Craps discussed the strategy behind Bud APAC’s efforts to digitise and monetise their ecosystem. He also shared how Bud APAC has undergone a digital transformation across its end-to-end business.

“For us, growth needs to be premium and digitally-oriented. We want to use technology to future-proof our business” said Mr. Craps.

With a portfolio of over 50 beer brands, Bud APAC, a Hong Kong-listed subsidiary of Belgium-headquartered AB InBev, is the largest beer producer in Asia.

Aiming to be the “most loved high-quality growth leader in beverages”, Budweiser APAC is investing in big data and analytics to better engage wholesalers, consumers, and supply chains.

“Our strategy is simple. First, we want to lead the category. Because we are #1 in the premium segment, we also have the responsibility to lead the growth of the overall category. Second, we are digitising and monetizing our ecosystem to make it more efficient. Third, we are optimising our business, to turn this effort into financial results,” Mr. Craps explained.

In 2021, the company launched BEES, a digital platform that allows wholesalers and outlets to browse products, place orders, arrange deliveries, manage storage, check monetary flows, and access business insights all in one place. With the use of algorithms and artificial intelligence, the app is designed to help wholesalers improve operational efficiency and broaden their customer base.

“We want to achieve four strategic objectives for BEES: sell more, increase quality distribution coverage, optimise return on investment (ROI), and improve customer satisfaction with better service,” Mr. Craps explained, adding that the digital application produced satisfactory results within only 12 months of being launched.

To enable digital B2C connections, the company launched BudSpace, a programme that uses WeChat to increase consumer engagement and build consumer loyalty.

Production is also being digitised. With AI and data analysis in supply chain and operations, Bud APAC connects datasets across their entire brewery network to enable faster and smarter operations.

“We use AI and data analysis to compare brewery performance. We can see why one brewery is running a very good process and others are not. We then compare data and connect with our logistics and operational systems to make our processes more efficient,” Mr. Craps explained.

Bud APAC’s digital strategy is also integrated with packaging, providing consumers with visibility into the source and selection of ingredients. They can trace the origins of their beer to one of Bud APAC’s breweries by simply scanning a QR code on Budweiser packaging.

“If you drink a Budweiser can and want to know where it comes from, we can go all the way back to the ingredients. Because we know exactly what was in that batch when it was produced. From a quality control point of view, this is amazing,” he concluded.