The Beer Industry

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The Beer Industry

• ABInBev
• MillerCoors
• Samuel Adams
• Boulevard

Kyle Stamper Nick Worth Blaine Skrainka Suzy
Kiska Erin Dobbs
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ABInBev

• www.ab-inbev.com
• Leading Global Brewer
• Budweiser, Bud Light, Bass, Becks, Stella
  Artois
• How ABInBev Utilizes the Internet
• Promote their products
• Update their investors
• Inform the general public on their standard
  business objectives
• Sponsors separate websites for each product
• www.budweiser.com, www.becks.com
• purchase name brand merchandise
• research the history and nutrition facts
• directions on how to appropriately pour or drink
  each product
• ADVERTISING OPPORTUNITY

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ABInBev

• WEBSITE USAGE
• Investors
• stock prices
• bond information
• profitability graphs
• Journalists and Media Corporations
• media related enquiries
• press release dates
• General Public
• potential employment
• product information
• bottle caps!
• COMPANY EVOLUTION
• Simplicity and array of information will
  encourage growth in other territories.

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ABInBev

• Blog Use
• Does not sponsor its own blogging sites
• There are public, non-company sponsored blogs
  (factual information and opinions)
• Financial news
• New product releases
• Employment strikes
• Advertising
• Where are they found?
• Personal websites creators remain anonymous
• News sites - professional contributors

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ABInBev

• Social Networks
• Facebook
• Company Sponsored
• International groups directed towards students
  and university staff.
• Internships and apprenticeships
• LinkedIn
• Non-Company Sponsored
• Group of 103 members exclusive
• YouTube
• Both company sponsored and non-company sponsored
• Commercials and parodies that advertise brand and
  products.
• Twitter
• Minimal usage

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MillerCoors
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Website

• Purpose inform users 21 and up about the company
• Required input of age to access the site
• Mostly informational content
• 3 Sections
• Who We are
• What We Believe
• Our Beers

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Website

• Cannot purchase their beers on website
• Can purchase logod merchandise
• Get information on how to be a distributor
• Simple straight forward design
• Easy to navigate the site
• Aesthetically pleasing
• Neutral colors
• Use of flash images
• http//www.millercoors.com/Home.aspx

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Blogging

• Used to have BrewBlog
• Blog created by Millers that mostly focused on
  its rival Anheuser Busch
• First to break news on stories on Anheuser Busch
• Wanted lead internet conversation
• Blog ended with the merger of Coors because the
  company wanted to go in a new direction with
  communication

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Social Networking Sites

• Facebook
• Fan pages
• No interaction with Fans, infrequent wall
  postings
• Direct fans to their company website
• LinkedIn
• Not a profile for fans, only employees and Alumni
• Do not post any jobs on LinkedIn

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Social Networking Sites

• Twitter
• No apparent Twitter account sponsored by the
  company
• When doing a search on the company, only came up
  with users that have recently tweeted about their
  products

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Summary

• Internet is not fully utilized by the company
• Websites, blogs, and social network presence is
  small and not interactive
• Lose interest after first visit
• Missing opportunity to engage users and
  strengthen brand presence

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Samuel Adams

• Brief History
• Craft Brewer

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Website

• Purpose
• Intended Audience
• Information Content

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Blogging

• Message and Format
• Guidelines

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Social Networking
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BoulevardNetworking Sites
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Guidelines For Creating an Internet Presence

• Website
• Informative
• Entertaining
• Promotions
• Advertisements
• Customer Feedback Opportunity
• E-Store
• Organized and Simple to Navigate
• Blogs
• Social Networks
• Facebook
• Twitter
• LinkedIn
• Myspace

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Questions?