Anheuser-Busch Relies on Data to Cope With Uneven Global Demand

Beer Sales Projections Shift to Pandemic Forecasts

Beverage giant Anheuser-Busch (BUD) is facing uneven demand around the world as different regions recover from the pandemic at different speeds.

Because of this, Anheuser-Busch analysts have shifted from making projections about beer sales to anticipating where and when COVID-19 restrictions will ease or get worse. The company’s team of 70 data analysts has been forecasting the timing of outbreaks around the world, pinpointing days when they think cases will jump.

Anheuser-Busch Learns How to Move Quicker

Anheuser-Busch has a huge global footprint. One out of every four beers sold around the world comes from the company, and it is operational in close to 50 countries. This means that making adjustments to its supply chain quickly has been challenging, but the company has adapted.

Anheuser-Busch has developed a number of strategies for meeting the needs of varied markets during the pandemic. It has also found ways to help communities through methods unrelated to its products. In India, for example, its Budweiser unit is using Twitter (TWTR) and Instagram (FB) to help spread the word about people seeking blood or oxygen for loved ones. In Europe where outdoor dining reopened in May, it is rushing to boost production and give bar owners generous payment terms to get restocked.

Other Companies in Similar Positions

Anheuser-Busch is not the only global company changing its operations and strategies due to shifting trends as some parts of the world emerge from the pandemic. Last week, American Airlines (AAL) announced it was reducing its flight offerings to prevent logistical strains.

Meanwhile, consumer goods companies like Procter & Gamble (PG) are raising prices on products because of global supply chain bottlenecks which are delaying production. Even as demand surges, the rising costs for raw materials, shortages of semiconductors, and shipping delays are causing many large conglomerates to scramble.

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