(Yicai) Nov. 22 -- Under the theme ‘Together Into the Future,’ the AB InBev 40th Anniversary in China and the Exchange Meeting of Beer Industry's Social and Economic Impact in China was recently held in Beijing with great success. The event was guided by the China Association of Enterprises with Foreign Investment and the China Alcoholic Drinks Association. As a leading global brewer, AB InBev has striven forward for 40 years in China, committing to its ‘In China, For China’ strategy and leading the beer industry towards a future of enhanced quality.

Distinguished guests at the event included Long Yongtu, chief negotiator of China’s World Trade Organization accession, former secretary-general of the Boao Forum for Asia, and former vice minister for foreign trade and economic cooperation of China; Bruno Angelet, ambassador of Belgium to China; Song Shuyu, chairman of the CADA; Liu Minqiang, director of the Investment Promotion Bureau of the Ministry of Commerce; Santiago Toledo, commercial counsellor, Embassy of Mexico; Jens Eskelund, president of the EU Chamber of Commerce in China; Lin Jiabin, vice president of the China International Association for Urban and Rural Development; Zhang Yongjun, secretary-general of the China Center for International Economic Exchanges; Wang Bingsong, general manager of CCTV.Com. Michel Doukeris, chief executive officer of AB InBev, along with Jan Craps, co-chair and CEO of Budweiser Asia Pacific, and the management teams from AB InBev and Budweiser APAC were also present.

During the event, Michel Doukeris engaged in interviews with media outlets such as CCTV.Com, Yicai, and China Newsweek, sharing the beer industry's impact on social and economic aspects, AB InBev's ‘In China, For China’ strategy, and future plans. At the Tsinghua SEM Advisory Board Meeting on Oct. 25, Michel Doukeris expressed confidence in long-term investments in China and emphasized the importance of developing international talents to boost global influence.

One Industry Drives Many Others: the Beer Industry Unleashes Tremendous Potential

The beer industry, spanning from raw material sourcing to production, distribution, and consumption, features a comprehensive industrial chain and close connections through its upstream and downstream sectors, thus plays a pivotal role within the national industrial framework. It fosters growth in related sectors such as sustainable agriculture, new consumption occasions, and beer culture, facilitating the integration of upstream and downstream reaches of primary, secondary, and tertiary industries.

In recent years, beer consumption has become intertwined with sports, music, and cultural events, offering consumers novel experiences. These evolving consumption occasions are the driving forces for invigorating the consumer market and stimulating economic growth. CADA’s Chairman Song Shuyu emphasized that the beer industry “drives many others,” highlighting that the consumption occasions associated with beer have great potential and the industry has significant impact on the healthy growth of China’s economy.

China's vast market, accounting for a quarter of global beer consumption, serves as a key strategic market for AB InBev. In celebration of AB InBev’s four decades of investment in China, guided by the CADA and supported by the CCIEE, the white paper on ‘The Beer Industry's Social and Economic Impact in China’ was officially launched. It explores the beer industry’s positive impact on China’s economy and society, offering insights for its continued growth.

Speech by Michel Doukeris, CEO of AB InBev

“If you look globally, the beer industry impacts local economy significantly,” Michel Doukeris said. “The beer industry in China is very vibrant and full of innovation. We’re particularly encouraged by China’s latest economic measures, which open new doors to elevate the beer market further.

“We will continue to lead the sustainable development of our beloved beer industry, drive premiumization, and support China’s high-quality growth,” Michel Doukeris added.

“Beer is part of Belgium’s culture and history,” said Bruno Angelet, the ambassador of Belgium to China. “Today AB InBev stands for the biggest Belgian investment in China, producing the best of Belgian beers in China. Our beers fare well in China and are increasingly popular. Our relations fare well and benefit also from AB InBev’s activities in China.”

Speech by Bruno Angelet, the ambassador of Belgium to China

40 Years of Prospering: AB InBev Resonates With the Chinese Market

Since entering the Chinese market in 1984, AB InBev has consistently expanded its investments, from launching the first brewery in Wuhan to investing the Budweiser APAC’s largest craft brewery. Since 2010, AB InBev’s investments in fixed assets and businesses in China have reached around CNY300 billion (USD41.4 billion). The company is now running 30 breweries across China, overseeing more than 50 brands, such as Budweiser, Corona, Harbin Beer, Hoegaarden, and Blue Girl. This reflects AB InBev’s confidence in China's market potential and commitment to supporting the industry's high-quality development.

At this milestone, a short film titled ‘To a Future With More Cheers,’ co-produced by AB InBev and CCTV.Com, made its debut at the event. It highlights AB InBev’s journey in advancing quality growth, spearheading digital innovation, embracing sustainability, thriving alongside communities, and realizing brewing aspirations with partners, all set against the backdrop of increasing openness in China.

Wang Bingsong, GM of CCTV.Com, and Jan Craps, co-chair and CEO of Budweiser APAC, Launch Short Film 'To a Future With More Cheers’

In its pursuit of high-quality development driven by innovation, AB InBev has introduced new intellectual properties, such as the globally acclaimed electronic music festivals Creamfields and Storm Music Festival, rolled out personalized beer options, and crafted consumption occasions that combine with pop culture. The initiatives are designed to cater to the growing variety and expectations of Chinese consumers in their drinking experiences and occasions, injecting new momentum into the society and economy.

As China emphasizes developing new quality productive forces as a key focus for driving high-quality development, AB InBev is aligning its strategies by integrating technologies such as data visualization and artificial intelligence to establish intelligent breweries. This improves operational effectiveness and establishes a standard for the smart, modern, and technological evolution of the beer industry. AB InBev’s business-to-business e-commerce platform BEES leverages technology and expertise to assist wholesalers in enhancing their operations, ultimately improving service to consumers, and is active in over 300 cities.

Amid China’s full commitment to achieving its dual carbon goals, AB InBev has stated its ambition to achieve net zero across its value chain by 2040. The organization is rallying partners from both ends of the value chain to collaborate, fostering a shift towards sustainability. In a significant development, the Wuhan brewery has marked a milestone as AB InBev’s first carbon-neutral brewery worldwide. The Jinzhou and Jiamusi breweries have also reached carbon neutrality.

Speech by Jan Craps, co-chair and CEO of Budweiser APAC

“Over the past four decades, we’ve witnessed China’s incredible transformation through its reform and opening-up,” Jan Crasp said. “China is a land of immense opportunity, and its importance to us continues to grow.

“Along the way, we’ve committed ourselves to leading the charge in beer industry premiumization and innovation while giving back to the communities we serve through strong partnerships,” Jan Crasp added. “With 40 years behind us, we’re excited to embrace the next 40 with the same passion, purpose, and pride, and definitely with more cheers for all.”

In this dynamic country, vitality flourishes. The beer industry in China is set for substantial growth, with ongoing innovations and market developments creating new opportunities for economic growth and global interactions. As AB InBev embarks on its next significant chapter, its confidence in the Chinese market and dedication to investment remain unwavering. The company’s commitment to progress alongside all stakeholders, ensuring mutual benefits and successful outcomes, remains steadfast. AB InBev is devoted to advancing the beer industry and fostering sustainable growth, contributing to a better China and a more promising future.

Together into the Future, and cheers to China!

Editor: Futura Costaglione