AlcoBev Marketing: Vineet Sharma on raising Budweiser’s spirits through cultural immersion

Vineet Sharma of Budweiser takes us through the brand’s 15 year journey in India which has revolved around culture, their marketing plans and how experiential marketing has helped shape their image in the country. 

Budweiser from the house of Anheuser-Busch InBev (AB InBev), which recently completed 15 years in India, has been going big on experiential and content marketing to build a strong association with music and cultural events in India.

You see, alcobev's relationship with music goes way back. From cassette tapes with very in-your-face branding to hosting large-scale festivals, music and culture have been the longest thread that holds together Budweiser's marketing strategy.

Today, Budweiser creates Spotify playlists globally, which are today's equivalent to cassettes and largely participates in festivals and events as seen during Lollapalooza and FIFA World Cup 2022.

Social Samosa speaks to Vineet Sharma, Vice President- Marketing & Trade Marketing, AB InBev India to find out more about their marketing and media strategy that has music and culture imbibed in its core.

Embracing Pop Culture

Sports and music have a huge and loyal fan following. They have the power to transcend borders and bring people together. So to be a part of these fandoms, Budweiser has embraced music and pop culture.

The brand has associated itself with sports leagues and nightlife experiences to enhance brand visibility and appeal to its target audience.

It has made contributions to the football culture in India, with partnerships with leagues like EPL and La Liga, as well as FIFA World Cup that unites fans globally.

To further engage with these audiences globally, the brand has 'Budweiser Sports App' that gives baseball, football, hockey, basketball and UFC fans the opportunity to connect with each other on one common platform. This app is not designed to generate sales, its core objective is to engage with fans globally.

Also, young audiences today value authenticity, pop culture and social responsibility, the brand tries to imbibe these values in their marketing strategy. Apart from driving brand awareness, Budweiser's marketing efforts seem to build an emotional connection with their audience.

According to Vineet Sharma, Vice President- Marketing & Trade Marketing, AB InBev India, they were one of the first brands to bring international music festivals to India.

Sharma said, "Building an emotional bond through immersive experiences, such as music and sports, helps forge lasting connections with customers."

By creating these moments, the brand wants to leave a lasting impression that consumers carry with them and seek to recreate in future social settings. Budweiser introduced Sensation, Electric Daisy Carnival (EDC), and Tomorrowland's live screenings by partnering with them. In 2017, the brand launched BUDX, a global music IP, making India the first country to host it. They continue to associate with properties like Lollapalooza and Supersonic.

Sharma said, “Our goal is to elevate the bar with each festival we undertake, offering innovative products, impactful brand presence, and experiences for our consumers.”

He believes that Indian brands face heightened expectations, especially in comparison to global experiences, and that experiential marketing is set to expand further in the coming years.

Speaking on what brands should do to up their experiential game, he said, “Experiential marketing is expected to continue booming in India, but brands must stay ahead of consumer expectations and constantly innovate. Simply replicating previous experiences won't suffice, as consumers seek fresh and elevated offerings.”

Also Read: A flight of summer – Here’s how Travel & tourism marketing aligned with consumer trends

Social Media Content Blueprint

On social media, the brand talks about culture, music fests, sporting events and product launches to appeal to their consumers. 

Budweiser maintains an active presence on digital and social media platforms in India with 104K followers on Instagram and 119K subscribers on YouTube.

Contests

They leverage these channels to engage with its audience, share brand stories, run brand campaigns, and create interactive experiences. Budweiser often uses social media to launch contests.

The brand shares event updates, and promotes its association with music and sports through these mediums.

Collaboration

They also collaborate with homegrown brands, influencers and artists honouring India's diverse cultures.

Sharing the idea behind these collaborations, Sharma said, “Partnering with tastemakers and influencers amplifies the hospitality of a brand and allows to engage not only with them but also with their followers.”

Promoting Responsible Behaviour 

The brand has also been promoting responsible drinking through various initiatives in India. It emphasises the importance of moderation and responsible consumption of alcohol in its marketing communication.

Content Marketing

Budweiser has also explored content marketing time and again. In its most recent partnership with Vice, Budweiser released a docu-series titled “The Indian Football Story: The World is Yours To Take.” It paid homage to the rich and magnificent history of football in India. Bhaichung Bhutia, Jaydeep Basu, Sailen Manna and Talimeren AO feature in the series, reminiscing the glory days of football and sharing anecdotes with their fans. This combined brand's love for sports and content marketing.

He said, "Changing consumer behavior post-pandemic has led the brand to focus on key trends. Consumers are experimenting with products, pushing us to innovate and expand our offerings. Secondly, premiumization is a growing trend as people seek high-quality experiences and are willing to spend on premium products."

Future: Shaping musical culture in India

Sharma explained that the brand’s key initiatives include partnerships with events like Lollapalooza and Vh1 Supersonic, as well as collaborations with Echoes of Earth and Magnetic Fields. Budweiser will also leverage their partnership with the English Premier League (EPL) to engage audiences across India.

Sharing what lies ahead, Sharma said, “In 2023, our marketing plans and brand focus will revolve around shaping culture and delivering innovative experiences. We will continue to leverage music, pop culture, art, and sports as platforms to build our brand.”

By implementing a combination of sponsorships, cultural collaborations, digital presence, creative advertising, and responsible drinking initiatives, Budweiser aims to connect with its audiences on a deeper level.

Looking back at their 15-year journey in India, Sharma reflected, “With a focus on innovation and experiential offerings, Budweiser is committed to delighting its Indian consumers and continuing its growth in the years to come."