E-commerce, unsurprisingly, was the biggest contributor to the owned DTC business, growing 93% year to date.
“[DTC] is perhaps one of the most important components of our current strategy,” said Doukeris. “We've been seeing meaningful developments in the direct-to-consumer. COVID, as everybody talked about, accelerated a lot of consumer behaviors in this front.”
As part of this, it’s building out its Ze Delivery service in Brazil to now cover more than 50% of the Brazilian population. It’s also expanding the courier platform to 10 new countries, including Mexico, Colombia and Ecuador.
In Europe, sales of its Perfect Draft in-home beer draught beer dispenser grew 80% year to date to exceed $100 million in revenue.
“The main mission on our direct-to-consumer is, on one hand, best-in-class consumer-centric experiences, but also gather more data, understand better occasions, and making sure that we are there when consumers need us,” said Doukeris.
Doukeris, who took the helm in July, noted that the digitization of its route-to-market and route-to-consumer — and the subsequent data provided — will help improve the company’s execution capabilities, and thus overall strategy execution by freeing up employee time to focus on higher-value priorities.
In facing today’s cost of goods headwinds, AB InBev will also leverage the insight to better inform its forecasting so it can more effectively adjust its supply chain, as well as better utilize and maximize its revenue management strategy.