This in turn is also leading to greater efficiencies within AB InBev. AB InBev’s revenue grew 12.1% in the fourth quarter and 15.6% in fiscal year 2021.
“BEES is by far better technology than any other system that we had before,” said Doukeris, who’s been with the company for more than 25 years. “And that’s why the adoption is so fast, and that’s why the usage by customers and by our sales team with BEES force is so big as well.”
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AB InBev’s omnichannel direct-to-consumer initiatives generated more than $1.5 billion in revenue across 20 countries for the year, while e-commerce net revenue grew by 62% with 66 million online transactions.
The company continues to implement marketplaces in a number of areas, and though he didn’t specify, Doukeris said a large number of its customers are already buying in marketplaces. While still in early stages, he said adoption and revenue rates are growing.
Its Zé Delivery service now operates in about 300 cities in Brazil, and AB InBev is deploying it across 10 more countries. Zé Delivery fulfilled 61 million orders in the fourth quarter, which is double 2020.
In Europe, meanwhile, the PerfectDraft in-home beer draught beer dispenser generated more than $170 million in revenue.
And though not a marketplace, AB InBev remains bullish on the opportunities available through repurposing barley and ability to turn customer pain points into growth through technology. This includes building a new production facility for its EverGrain barley ingredients business this year.