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Budweiser and Bud Light have sold so well for so long that Anheuser-Busch has had little reason to veer from beer.
But while business was good, it could always be better.
“In 2017, we were the industry leaders, but we were not driving growth,” said Jake Kirsch, vp of innovation at Anheuser-Busch, who’s been in his current role for three years and with the company for a decade. “We were missing opportunities.”
Then came the summer of White Claw in 2019.