Exploring the narrative of womanhood to renew the connection between beer & women.

Faced with the stark reality that women – 51% of the population – only drank 31% of beer category volume, Anheuser-Busch InBev set out to change the global beer category by driving inclusivity. They knew this quest to renew the connection between beer and women required breaking free from industry myths and partnered with Brandtrust to guide the discovery of the human truths associated with womanhood and related category drivers & tensions.


Global Emotional Inquiry research revealed that while the narrative of womanhood has evolved, the narrative of beer has not. Women see themselves as strong, multidimensional, self-reliant individuals, but constantly face threats to their authentic self. Rooted in a rough version of masculinity, the primary beer category barrier is its perceived misalignment with women’s identities.


Inspired by these insights, Anheuser-Busch InBev recognized they must rethink and challenge the masculine context in which beer lives. Specifically, they cast a global vision of women proudly enjoying beer as their drink of choice, feeling safe and respected and worked with Brandtrust to develop activation platforms for bringing this vision to life around the globe.


Ultimately, changing the global beer category required Anheuser-Busch InBev start from within. The commitment to champion gender equity first sparked massive internal diversity and inclusion initiatives. With this internal anchor, they led the global category shift to more authentically engage with women.