AB InBev launches direct-to-consumer webshop

AB InBev has started testing its own direct-to-consumer webshop. The Belgian beer giant offers next-day delivery for five of its brands.

AB InBev is the next in the series of large FMCG producers that has been pushed to direct-to-consumer web sales by the covid crisis. After the first trial period, results will be evaluated and the product offer can be extended, Cloots says.

The brewery group had toyed with the idea for a long time, Cloots added, but the long lockdown meant that AB InBev could no longer sell its beers to pubs and restaurants, meaning the beer giant had to look for other distribution targets.

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