As an expanded FIFA World Cup plays out in China's wee hours, brewer AB InBev is using the global tournament to help stimulate the country's nighttime economy by enticing fans into small local bars and restaurants.
During the tournament, the company is promoting viewing parties, running retail campaigns and leveraging its global "Cheers to Bars" initiative, which celebrates neighborhood bars as gathering places that foster community connections and support local entrepreneurs.
"The story is way bigger than only Budweiser," said Michel Doukeris, chief executive officer of AB InBev, during an exclusive interview with China Daily in Guangzhou, Guangdong province.
"These small retailers, these small bars, these small restaurants, they are actually the heartbeat of the communities, because, when you have enough of these bars and restaurants, then young people have jobs, older people, they walk, and they go to these places to meet friends, to have food and to have a drink."
Doukeris said neighborhood bars and restaurants play a vital role not only in creating demand, but also in strengthening communities by providing places where people gather and socialize. AB InBev's marketing campaigns around the World Cup are designed to channel more customers into those small businesses, benefiting both retailers and consumers.
