Anheuser-Busch Sales

(Greater New Orleans)

Retail Sales Development Situation:• Anheuser-Busch’s New Orleans

Wholesale Operation had clearly established market leadership, resolved Teamsters Union work stoppage & was now being sold.

Insights: • Miller Brewing Co. formerly

lead New Orleans in both Sales & Marketing efforts.

• Anheuser-Busch had now clearly established its Sales leadership in New Orleans.

• Anheuser-Busch wanted to eliminate Miller Brewing Co’s “look of the leader” image.

Targets: • Colleges/Contemporary Adults

• Major Sponsorships & Events

• New Orleans “Who’s Who”

• On-Premise Key Accounts

• Off-Premise Key Accounts

Challenges:• Unlike Anheuser-Busch Sales’

former leadership team, the new Southern Eagle Sales & Services ownership did not fully-understand & appreciate New Orleans’ unique lifestyles.

Solution:• Maximized Anheuser-Busch’s New Orleans presence through event-based, Sales & Marketing promotions such as:

- Nokia Sugar Bowl Classic- Mardi Gras / Bud Clydesdales- SEC Basketball Tournament- A-B National Sales Meeting

Transitioned distributorship from A-B (Corporate) ownership over to Southern Eagle (Independent). Objectives:

• Local Media Advertising• Sponsorships & Events• Colleges/Young Adults• Marketing Promotions• Target Key Accounts• Awareness/Education• Charitable Donations• Political Fundraisers• Sampling Programs