Anheuser-Busch's CMO on What the Heritage Beer Brand Is Doing to Compete in a Hard-Seltzer World

From bringing new products to market with lightning speed to tapping into neuroscience

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Whether you call it hard or spiked, alcohol-infused seltzer was the talk of the town in America this past summer, a fizzy craze that spawned numerous think pieces—media outlets ranging from The Wall Street Journal to The Atlantic weighed in—and, according to CNN, inspired a nationwide shortage of White Claw Hard Seltzer in September because the brand was “a victim of its own success.”

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This story first appeared in the Nov. 4, 2019, issue of Brandweek.

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