Big Think Interview With Carlos Brito
Carlos Brito is the Chief Executive Officer of AB InBev, the largest brewer in the world, responsible for nearly a quarter of global market share in beer. He has been at the helm through a series of mergers and acquisitions since 2005 (he was appointed in 2004). In 2004 Belgium-based Interbrew merged with the Brazilian brewer AmBev to form InBev. In 2008, the company bought Anheuser-Busch, makers of Budweiser beer, to become AB InBev. Prior to becoming CEO, Brito worked in the company in positions of positions in Finance, Operations, and Sales.
Question: How can a company sell more beer by advocating for more moderate drinking?
Carlos Brito: Well this Global Be(er) Responsible Day is a one-day event, but it’s good to remind ourselves that we do those efforts on a year-round basis, so I mean in all countries where we operate we have programs to call attention to the right behavior, in terms of responsible enjoyment of our products. We’re in business really to provide our consumers with the finest beers in terms of quality and appeal to be consumed in the finest moments, so that’s the whole objective, the sense of purpose for being in business. So here in our companies we have a clear direction and guideline that excess consumption and consumers and volumes that come from consumers using our products in the wrong way is not what we need for our business. We don’t need that kind of volume, that kind of consumer to have a great business, so because we have that very clear direction in our company and we are willing to forgo volumes in order to stick to that that’s why we have year-round efforts to interact with our consumers, customers and government officials and different stakeholders to promote the right and the responsible enjoyment of our products. We think it’s the right thing to do because that’s why we’re in business
It can have both. It’s not about or. You can have people consuming more beer in a more responsible way and in the different countries where we operate we see that that’s totally possible.
Question: How has AB InBev kept a robust Brazilian identity while insuring the national pride of other brands isn’t damaged when acquired?
Carlos Brito: Well when you think about our business our business is all about what I said, the dream people culture and it’s all about building brands. I mean we want to continue to build brands that will get consumers excited about our brands, that will get them comfortable about paying a premium for our brands, and that will get them to prefer our brands. So that is the whole thing. I mean you want to attract those very best people that want to create the very best beer company in the better world and the means to do it, one of them is to really build brands that will attract consumer’s attention and preference.
So when we go into a new market we try to keep that heritage, to keep those brands and that is why we have a portfolio of 200 brands. We have brands that are global in essence like Budweiser, Stella Artois, Beck’s, so they appeal for consumers that have global values, that are looking for global experience, that travel, that have that kind of requirement for some occasions in which they consume beer. We have some other beers that are you know multi-country beers like Leffe, Hoegaarden and some others. And we have some others that are the local jewels, so beers that are very connected to one region, one country, that have 600 years of history and heritage and we keep those in place because we understand that that is the connection, the emotional connection that consumers have to those brands, so when we say we have three different things: we have the national culture, which is different by country and that is the beauty of it. That is why we travel with our families during vacations to get to know how different people spend their time, what they eat, how they dress, so that is beautiful. We don’t want to change that. We have a whole portfolio of brands that came from a lot of that national culture, heritage, ways of doing things, different ways of brewing beer always with the highest quality ingredients. We don’t want to change that.
And then we have our company culture that we also don’t want to change, but it’s one culture, so we have different brands. We have different national cultures, but when we join our company for it to work we want people to have the same basic values, core values. And that is what we call our dream people culture because we understand being a large company like we are if we don’t have a set of values like a constitution in a country, a very basic set of values that will get people to make decisions that are directionally very similar to the decisions you would be taking in other parts of the business and that is how you keep your company together.
Question: Can a flagship brand like Budweiser simultaneously sustain a strong national identity while also becoming an international brand?
Carlos Brito: Oh yeah, sure. I mean two years ago when we merged with Anheuser-Busch one of the beauties of this merger was to really enable Budweiser to become our global flagship brand. I mean look at what Budweiser represents today in China. It’s by far the number one premium beer in China. You look at what it represents now in the U.K. more and more; what it represents in Canada, the number one brand; what it represents in the U.S., together with Bud Light the top two brands in the country; what it represents already in Argentina. So now we just launched in Russia and its doing very well. In a few months we’re going to launch it very likely in Brazil. So little by little we’re going to take Budweiser to where it belongs, which is a global stage. Look at what happened now with the FIFA World Cup. Budweiser is the... Look at what happened now in the FIFA World Cup where Budweiser was the official beer of the FIFA World Cup and it was viewed in some sort of way by 700 plus million people around the world, so Budweiser today is a beer given its sponsorship in the US platform because a lot of people come here. They travel through the US, so they see how iconic the brand is. It’s a brand that is well known and has awareness around the world.
The only opportunity that we need to really… the gap that we need to fill and bridge is the availability aspect of it, so today it is a brand that is well known around the world, but not yet available around the world, so that is what now we’re going country by country. It’s a long-term proposition. It’s not going to happen overnight, but like other American brands that became international brands we’re going to do the same and very committed with Budweiser, the king of beers.
Recorded September 9, 2010
Interviewed by Peter Hopkins
A conversation with the CEO of AB InBev.
Tea and coffee have known health benefits, but now we know they can work together.
Credit: NIKOLAY OSMACHKO from Pexels
- A new study finds drinking large amounts of coffee and tea lowers the risk of death in some adults by nearly two thirds.
- This is the first study to suggest the known benefits of these drinks are additive.
- The findings are great, but only directly apply to certain people.
Maybe you should enjoy this article with a cup of coffee or tea.<p> The <a href="https://drc.bmj.com/content/8/1/e001252?T=AU" target="_blank" rel="noopener noreferrer">study</a> involved 4,923 type 2 diabetics living in Japan. The average participant was 66 years old. All of the participants were taken from the rolls of the Fukuoka Diabetes Registry, a study geared at learning about the effects of new treatments and lifestyle changes on the health of diabetics. <br> <br> The participants filled out questionnaires concerning their health, diet, habits, and other factors. Among the questions were two focused on determining how much green tea or coffee, if any, the participants consumed over the course of a week. The health of the participants was recorded for five years. During this time, 309 of the test subjects died from a variety of causes. <br> <br> Subjects who drank more than one cup of tea or coffee per day demonstrated lower odds of dying than those who had none. Those who consumed the most tea and coffee, more than four and two cups a day, respectively, enjoyed the most significant reductions in their risk of death. This level of consumption was associated with a 40 percent lower risk of <a href="https://www.sciencedaily.com/releases/2020/10/201020190129.htm" target="_blank" rel="noopener noreferrer">death</a>. </p><p>Most interestingly, the effects of drinking tea and coffee appear to combine to reduce risk even further. Those who reported drinking two or three cups of tea a day and two or more cups of coffee were 51 percent less likely to die during the study, while those who drank a whopping four or more cups of tea and two or more cups of coffee had a 63 percent lower risk of <a href="https://www.medicalnewstoday.com/articles/diabetes-coffee-and-green-tea-might-reduce-death-risk" target="_blank" rel="noopener noreferrer">death</a>. </p>
So, should I start swimming in a vat of coffee and green tea?<iframe width="730" height="430" src="https://www.youtube.com/embed/LY0E-JQxeoY" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe><p> Not quite. </p><p> The primary takeaway from this study is that Japanese adults with type 2 diabetes who drink a lot of green tea and/or coffee die less often than similar people who do not. If this effect is caused by something in the drink, lifestyle choices people who drink that much tea all make, or something else remains unknown. The finding must be considered an association at this point. <br> <br> The eye-popping reductions in mortality rates are compared to the risk of death of others in the study. The people who died reported drinking less tea and coffee than those who lived. Unless you have several demographic and conditional similarities to the subjects of this study, you probably won't suddenly be at a two-thirds lower risk of death than your peers because you drink green tea. </p><p> Like all studies that depend on self-reporting, it is also possible that people misstated how much they consumed any one item. The study also did not look into other factors like socioeconomic status or education level, also known to impact death rates and potentially linked to coffee and tea consumption. </p><p> However, it is yet another study in the pile that suggests that <a href="https://www.healthline.com/nutrition/top-13-evidence-based-health-benefits-of-coffee" target="_blank" rel="noopener noreferrer">coffee</a> and <a href="https://www.healthline.com/nutrition/top-10-evidence-based-health-benefits-of-green-tea" target="_blank" rel="noopener noreferrer">green tea</a> are good for you. That much is increasingly <a href="https://www.health.harvard.edu/press_releases/health-benefits-linked-to-drinking-tea" target="_blank" rel="noopener noreferrer">agreed</a><a href="https://www.rush.edu/health-wellness/discover-health/health-benefits-coffee" target="_blank" rel="noopener noreferrer"> upon</a>. This study also suggests the benefits are additive, which is a new development.</p><p><br> So, while it isn't time to start the IV drip of green tea, a cup or two probably won't <a href="https://www.webmd.com/diabetes/news/20201022/coffee-green-tea-might-extend-life-for-folks-with-type-2-diabetes" target="_blank" rel="noopener noreferrer">hurt</a>. </p>
But most city dwellers weren't seeing the science — they were seeing something out of Blade Runner.
On Sept. 9, many West Coast residents looked out their windows and witnessed a post-apocalyptic landscape: silhouetted cars, buildings and people bathed in an overpowering orange light that looked like a jacked-up sunset.
Famous physicists like Richard Feynman think 137 holds the answers to the Universe.
- The fine structure constant has mystified scientists since the 1800s.
- The number 1/137 might hold the clues to the Grand Unified Theory.
- Relativity, electromagnetism and quantum mechanics are unified by the number.
India finishes last of 60 countries in environment and sustainability, as ranked by the expats who work there.
- How 'green' is life in your work country?
- That's the question InterNations asked its network of expats.
- The United States ended 30th out of 60 countries.
Nordics on top<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDU2NjgyNy9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY0NTczNzkyOX0.VgfqyjAa9avw6gFOE0qlgSgKuBN7DJmzOc5lzFGLm8g/img.jpg?width=980" id="1f0dc" class="rm-shortcode" data-rm-shortcode-id="b27458cf472d26cf1f87cb91623a0621" data-rm-shortcode-name="rebelmouse-image" alt="Evo Hiking Area, H\u00e4meenlinna, Finland." />
Evo Hiking Area in Hämeenlinna, Finland. Great nature, clean air, clean water? Check, check and check.
Credit: Kanta-Hämeen kuvapankki on Flickr/ Public Domain.<p><br><strong>1. Finland</strong></p><p>The Nordic country scores at or near the top in all categories surveyed, including the quality of the natural environment (say 96 percent of expats in Finland), water and sanitation (96 percent) and air (95 percent). <br></p><p><strong>2. Sweden</strong></p><p>Swedes lead the world in environmental awareness (84 percent versus just 48 percent globally). Perhaps not surprising, for the homeland of <a href="https://bigthink.com/politics-current-affairs/greta-effect" target="_blank">Greta Thunberg</a>. This is reflected by government policy. Sweden currently gets more than 50 percent of its power from renewable sources and wants to go 100% renewable before 2040. "I've been here for over 20 years and I clearly see the benefits of my taxes paid coming back to me and the rest of society," says one American expat.<br></p><p><strong>3. Norway</strong></p><p>"The beautiful nature, the clean air and tap water, and the focus on the environment," are what one Ukrainian expat enjoys most about Norway. With 76 percent of expats happy with the availability of green goods and services, Norway's 'weakest' category is still 13 percentage points above the global average. <br></p><p><strong>4. Austria</strong></p><p>The first non-Nordic in the global ranking, Austria places in the Top 10 for each category and comes in first for the availability of green goods and services (90 percent). <br></p><p><strong>5. Switzerland</strong></p><p>Swiss nature is the most appreciated in the world (98 percent versus 83 percent on average). Switzerland also gets stellar results for air and water quality and the availability of green energy and green goods and services. </p><p><strong>6. Denmark</strong></p><p>Danes are very much into green causes, as is their government, say 83 percent resp. 84 percent of expats. "Organic food is readily available, and they are good with recycling," observes a South African expat. And they love cycling: 9 out of 10 Danes own a bike.</p><p><strong>7. New Zealand</strong></p><p>85 percent of expats agree that the New Zealand government takes green issues seriously. In fact, New Zealand plans to use 90 percent electricity from renewables by 2025. The country also scores high on the quality of its natural environment and all other categories – albeit slightly less on the quality of its water and sanitation.</p><p><strong>8. Germany</strong></p><p>"I enjoy the rising awareness about environmental issues and the alternatives the government and society are developing," says one Colombian expat. Indeed, 80 percent of expats agree the German government is pro-environment (versus 55 percent globally). <br></p><p><strong>9. Canada</strong></p><p>The only North American destination in the Top 10, thanks especially to expat appreciation of Canada's natural environment (96 percent), but also the quality of its water and sanitation (90 percet) and the availability of green goods and services (80 percent). <br></p><p><strong>10. Luxembourg</strong></p><p>"Access to nature for hiking and bicycling" is a definite boon for one American expat. In fact, the country's natural environment, although ranking 13th out of 60, is its lowest-rated subcategory. Luxembourg does even better when it comes to green energy, waste management, and the quality of its air and water.</p>
Taiwan, most sustainable destination in Asia<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDU2Njg1Ni9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY1NzkxMDAxNH0.Roy7h_Od1cmaqBmamk-DP4rKMpLjTM-qIajG96alZAg/img.jpg?width=980" id="00799" class="rm-shortcode" data-rm-shortcode-id="dab52370e1edb5da5ebb0f5631027b1c" data-rm-shortcode-name="rebelmouse-image" alt="\u200bEternal Spring Shrine in the Taroko Gorge, Hualien County, Taiwan." />
Eternal Spring Shrine in the Taroko Gorge, Hualien County. Outside of Taipei, Taiwan can be surprisingly green and beautiful.
Credit: Zairon, CC BY-SA 4.0<p><strong>11. Taiwan</strong></p><p>The highest-scoring expat destination in Asia, Taiwan boasts 92 percent approval of its waste management and recycling, and 80 percent of the availability of green goods and services. But "the air pollution (in Taipei) is getting worse because it is too crowded," one expat complains.</p><p><strong>12. Netherlands</strong></p><p>Green goods and services are widely available, agree 82 percen of expats, as is green energy. However, 13 percent rate the Dutch environment negatively, 4 percet above the global average. <br></p><p><strong>13. Portugal</strong></p><p>Well ahead of its neighbor Spain (#20), the country scores high for air quality (91 percent) and natural environment (95 percent). "I like the opportunity for gardening and growing our own food," says one expat. <br></p><p><strong>14. Estonia</strong></p><p><strong></strong>Estonia scores in the Top 20 for every category and gets its highest marks for its natural environment. "A beautiful country with excellent air quality and open spaces," praises an Indian expat.<br></p><p><strong>15. Costa Rica</strong></p><p><strong></strong>Both the government and the people are very supportive of green policies, find 82 percent, resp. 67 percent of expats. "It's easy to live a healthy lifestyle with regard to the food, climate, clean air and water," says one. Costa Rica won the 2019 UN Champion of the Earth award and has pledged to go carbon neutral by 2050.<br></p><p><strong>16. Czechia</strong></p><p><strong></strong>"The beauty of the environment" is one of the best things about living in Czechia, says a Russian expat. No less than 97 percent of expats agree.<br></p><p><strong>17. France</strong></p><p><strong></strong>77 percent of expats are happy about the availability of green goods and services in France, which is 14 percentage points above average. The country also scores well for waste management and recycling. In short, France has a "good, green and clean environment," one Iranian expat finds. <strong><br></strong></p><p><strong>18. Australia</strong></p><p><strong></strong>While ranking high on the quality of its nature, water and air, Australia scores low when it comes to government support for green issues (51 percent). Fortunately, expats see more interest among the general population (68 percent). </p><p><strong>19. Singapore</strong></p><p><strong></strong>Expats rate the government's interest in green issues higher than globally average (77 percent versus 55 percent), but the Singaporean public's engagement for the same less than average (40 percent versus 48 percent). Of course, in a small, crowded place like Singapore, "(nature) spots are limited."<br></p><p><strong>20. Spain</strong></p><p>Spain's "scenery, diversity of places to visit and healthier environment" are what rate highly with one British expat. Its weak point is governmental and public support for green issues – but still slightly above the global average. <br></p>
London is "polluted and noisy"<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDU2Njg4Ni9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY0NDg3NjkyOH0.3ySSD7jFBfAWA07u-EN-oL9x9cq9FZn06iz5aV0hEOw/img.jpg?width=980" id="f5630" class="rm-shortcode" data-rm-shortcode-id="80c9fa119e7ff3acc91e027b7529bfed" data-rm-shortcode-name="rebelmouse-image" alt="\u200bEven at 2:30pm, London gets clogged." />
Afternoon traffic jam in London.
World map for the 'sustainable expat'<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDU2Njg5MC9vcmlnaW4ucG5nIiwiZXhwaXJlc19hdCI6MTYzMzAyNjQ2MH0.hjRiMDmOSnn9EvKJtx_tlzql3Gf7ph8lt8bL6dPCft4/img.png?width=980" id="def5d" class="rm-shortcode" data-rm-shortcode-id="149be2f5a19cc625cb555d8078f62ce2" data-rm-shortcode-name="rebelmouse-image" alt="The best & worst destiations for the sustainable expat" />
Sixty expat destinations ranked for sustainability, from best (orange) to worst (light blue). In between: fairly okay (brown), middling (grey) and not that great (dark blue).
South Korea's "rather horrible" air<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDU2NjkxNS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY2MTY1MjIwNn0.2e6eBIc38sAZLFQGKw4UL3-SY3hA9NthX0Uj9L4ibZA/img.jpg?width=980" id="c10db" class="rm-shortcode" data-rm-shortcode-id="cba918e6e5455c2e5ff4f9d5caf54775" data-rm-shortcode-name="rebelmouse-image" alt="\u200bSmoggy Seoul" />
Seoul's air quality is so bad you can picture it. Only India's air is perceived as worse than South Korea's, according to the expat survey.
Bad, worse, India<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDU2Njk0MS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY0NTcyMTczMH0.Pt2bGDrpSKSwVjimMK_iK0Jejpu8ILn77VEzHTdzQQ4/img.jpg?width=980" id="28411" class="rm-shortcode" data-rm-shortcode-id="8b8b602261a168a46b05c53e09ab1b02" data-rm-shortcode-name="rebelmouse-image" alt="man standing surrounded by garbage" />
India scores worst in all three categories, but to be fair – some of its problems were imported from more developed countries.