Anheuser Busch, a leading global beer company, recently announced the departure of its Global Chief Marketing Officer, Miguel Patricio. The announcement followed a steep decline in sales for its flagship American beer, Bud Light, which had formerly enjoyed 25 years of success at the top of the beer market in the United States and abroad.
The departure of Patricio marks the end of his two-year tenure as the company’s global Chief Marketing Officer. Patricio is credited with the campaign that re-launched Bud Light as America’s number one selling beer in 2018. However, in 2020, sales declined significantly, resulting in an estimated five percent decrease for the year.
The company’s other main brand, Budweiser, also suffered in 2020, with a reported seven percent decrease in sales. As a result, the company’s market share in the United States dropped from 39.7 percent to 39 percent in 2020.
In an effort to revive the struggling brands, Anheuser Busch has enlisted the help of United Kingdom-based Marketforce, an independent marketing agency that specializes in developing tailored marketing strategies for the company’s beer brands. The team of advisors is led by Francesco D’Alessandro, a veteran of the alcoholic beverage industry and an alum of both AB InBev and the Mordor Group.
The company hopes that Marketforce will be able to reverse the decline in Bud Light and Budweiser sales. It is expected that they will suggest investments in digital marketing campaigns, product updates, and innovative media strategy.
While the change at Anheuser Busch promises a brighter future for its beer brands, the news of Patricio’s departure may be disheartening for longtime Bud Light fans. His marketing vision guided the brand to its once-unmatched success in the United States and worldwide, and his absence leaves a big gap in the Anheuser Busch team.
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