How Anheuser-Busch InBev measure product test performance


With over 500 beer brands worldwide, Anheuser-Busch InBev knew there was opportunity to improve brand performance. When they wanted to carry out product tests on a particular brand, they selected Symphony RetailAI’s Sales and Consumer Insights in order to effectively measure performance of their product tests.

How Anheuser-Busch InBev effectively measure product test performance


The world’s largest brewing company, Anheuser-Busch InBev (AB InBev), was formed in 2008 through InBev’s acquisition of Anheuser-Busch, yet its brands have a much deeper history of over 800 years. Since acquiring SABMiller in 2015, Anheuser-Busch InBev has over 500 beer brands across the globe with annual sales of $54.6 billion.


With so many beer brands, Anheuser-Busch InBev reviewed its portfolio to see where there were opportunities for growth. It then identified a particular brand that needed renovation, however it lacked a solution that enabled them to measure product tests at a store level, in order to provide accurate forecasts.


After a full review of other vendors, Anheuser-Busch InBev selected Symphony RetailAI’s Sales and Consumer Insights. Symphony RetailAI was the natural choice as it already had a strong partnership with Anheuser-Busch InBev preferred retail partner to use for the product test, but also had a fully customizable solution where Anheuser-Busch InBev could define the KPIs important to them, and also gave them the results in order to help them make an informed decision on the product renovation.

Furthermore, Anheuser-Busch InBev also selected Symphony RetailAI for the ongoing support they were provided, through help with choosing the right stores for the product test to creating the right dashboards which enabled Anheuser-Busch InBev to review potential ROI, and look at additional incremental analysis.


Since using the solution for their product test, they initially found sales were positive within the first few weeks. At the end of the 20-week test period, they were able to identify through the solution what was good about the product renovation, what needed to be improved, and what needed to be scrapped.

Furthermore, as the solution combined both quantitative and qualitative data, it was able to provide Anheuser-Busch InBev with an accurate forecast of product performance, which was critical before making a large investment on the product renovation.

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