What keeps a beer marketer up at night? The realization that disruption is a part of all business, not just the tech sector, “that idea of osombody so small with an idea can take on Goliath,” says Kyle Norrington, vice-president of marketing at AB InBev.
That realization has changed how Labatt and its parent company, AB InBev, tackles its marketing at the highest levels. At this year’s Marketing Evolution Summit, Norrington shared how the company approaches its market to stay grounded with beer drinkers at a time when smaller craft brews are gaining ground on the big guys.
