'Beer is inclusive.' The King of Super Bowl advertising is basking in beer’s big moment
What I do is an incredible privilege because in one week, I’m standing in Lhasa and talking to a Tibetan about their rituals to drink beer. In the next week, I’m in Bolivia talking to a farmer and how they use the wheat or the corn that they seed and harvest to produce local beer, or in Belgium talking to the prime minister. They all have common interests around beer. According to anout last year, beer and the supply chain around beer is responsible for one out of a hundred jobs.
We’re going to see a lot of beer advertised during the Super Bowl. But I’ve seen reports that AB InBev won’t be the exclusive beer advertiser, in the way it has been for many years. Is that a loss? We work with nature, and we work with our communities so we can have a good and healthy business. But the spirit of it is, if you have no water, there is no beer. If you have no barley, there is no beer. If you have no hops, there is no beer. And if our yeast dies, we cannot brew the beer. It’s also about local impact. If our communities are not thriving and healthy, we don’t have a business. And sustainability for us is not an afterthought.
Belgique Dernières Nouvelles, Belgique Actualités
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