A-B’s “Connections” Strategy

Dear Client:A-B VP consumer connections Lucas Herscovici took the stage at last week's Beer Summit to explain their three-prong "connection" approach: digital, experiential and media. Of course, they're millennial driven. Yep, those annoying millennials again. That's 'cause every year 3.5 million U.S. consumers turn 21, an opportunity to shape lifelong brand loyalties -- and "why recruiting millennials is the single most important strategy we will pursue in order to be successful this year and beyond." The group represents 36% of