Customer success stories

Leffe

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BEER COMPETING WITH WINES
AB InBev spotted an opportunity in the French market to increase sales by positioning beer in “the aperitif moment” and as a consequence competing directly with wines.
As opposed to wineries, brewers have limited tradition and know-how on pairing food with their beers.
AB InBev found a partner in Foodpairing to solve several aspects of the challenge to help position their global brand flagship Leffe with food.

BEER AS AN APERITIF

The objective was to build a compelling story to power the French sales teams and to increase sales.

“The biggest opportunity of the beverage industry is to position and link drinks in an eating moment.” Jerome P. General Partner AB InBev

KEY QUESTIONS BY ABINBEV:
1. Strategy. What pairing principles should we apply and how to communicate these via our sales teams.
2. Inspiration. Create surprising novel appetizers for each Leffe beer in the portfolio.
3. Implementation. Which existing French appetizers are best suited to match the Leffe portfolio.

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FOODPAIRING INPUT

STRATEGY & PAIRING PRINCIPLES
Insights into the unique aroma profile of Leffe beers.

PAIRING INSIGHTS
Insights into which ingredients match well with Leffe portfolio.
INSIGHTS

MATCH WITH FOOD
Insights into most popular appetizers in the ‘aperitif moment’ in France and the indicating why they match well with Leffe. Creation of new exiting appetizers for activation.

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INCREASE IN SALES

INCREASE IN SALES
The campaign proved to be very successful and resulted in:

25% increase in sales in France

3.5% gain of market-share in the aperitif moment vs wine.