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Anheuser-Busch Case Study: Wholesaler and Retailer Survey Program Refresh

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For more than 160 years, Anheuser-Busch (A-B) and its world-class brewmasters have carried on a legacy of brewing America’s most popular beers. Starting with the finest ingredients sourced from Anheuser-Busch’s family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Anheuser-Busch owns and operates 21 breweries, 21 distributorships and 22 agricultural and packaging facilities, employing more than 18,000 people across the United States.

Since the repeal of Prohibition, the beer industry has operated under a three-tiered distribution system whereby brewers or producers generally sell their products only to wholesale distributors who then sell to retailers, and only retailers may sell to consumers. This system adds complexity when it comes to measuring channel satisfaction and improving their customer’s experiences.

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