Resignation of AB InBev US CMO Amidst Bud Light Troubles
Bud Light's struggles persist as AB InBev US CMO, Benoit Garbe, plans to step down by year-end US Chief Commercial Officer Kyle Norrington will assume responsibility for marketing
Anheuser-Busch (AB) InBev's U.S. Chief Marketing Officer, Benoit Garbe, will resign at the end of the year to pursue new career opportunities. According to a statement from the brewing company, this decision comes as AB InBev faces the consequences of a boycott against Bud Light.
In the meantime, U.S. Chief Commercial Officer Kyle Norrington will assume full responsibility for marketing efforts. This includes managing brand plans, portfolio strategy, insights, analytics, and investments. The news was initially reported by Beer Marketer's Insights and Beer Business Daily, who obtained communication sent to wholesalers.
Garbe transitioned to the role of U.S. CMO in September 2021, having previously held the position of U.S. chief strategy officer. Norrington, who was previously the president of AB InBev-owned Labatt brewery, simultaneously assumed the position of chief commercial officer, focusing on sales and marketing.
AB InBev U.S. CEO Brendan Whitworth expressed in a statement, "Today, we have announced significant changes to our U.S. leadership team, streamlining our organization and empowering our top commercial leaders to drive our business and uphold our legacy. These senior leadership changes will expedite our path to growth as we continue our commitment to brewing exceptional beer for all and making an impact in significant moments."
After teaming up with transgender influencer Dylan Mulvaney in April, Bud Light faced a strong backlash from both conservative commentators and consumers. Additionally, liberal critics accused the company of not adequately supporting Mulvaney during the ensuing controversy. As a result of the boycotts, Bud Light lost its position as the number one beer in the United States and decided to suspend Alissa Heinerscheid, the vice president of marketing, and Daniel Blake, the group vice president of marketing for AB InBev's mainstream brands. These leaves of absence were not voluntary.
AB InBev's revenue in Q3 2023 increased by 5% despite a 3.4% decline in total volumes. The company's earnings report highlighted that sales-to-retailers decreased by 16.6%, primarily due to the decrease in volume of Bud Light. During an earnings call, CEO Michel Doukeris mentioned a survey showing that over 40% of former Bud Light consumers are now more willing to drink the beer again, indicating that the company is making progress.
Following the boycott, AB InBev has made significant investments in Bud Light's marketing efforts. They have launched the brand's largest summer campaign to date and focused on returning the brand's attention to key aspects such as sports and music.
