AB InBev: One clear growth vision, pulled from mountains of fragmented data.

Data Synthesis · Category Strategy · Opportunity Identification The challenge: AB InBev had mountains of research but needed one coherent, actionable vision for the future of the beer category. What I did: Synthesized extensive market and consumer data into clear storytelling, mapped the category landscape, and identified realistic growth opportunities across occasions and premiumisation. The outcome: A structured category vision with prioritized growth drivers, adapted for both the Belgium and Korea markets.