We don't just sell beer, we sell a lifestyle: AB InBev India's Sharma

We've been bullish on premiumization long before it became a buzzword. Vineet Sharma, VP marketing and trade marketing, AB InBev India

- Gaurav Laghate

With a premium portfolio that includes Budweiser, Corona, and Hoegaarden, Belgian beer giant AB InBev is sharpening its focus on India—a market that has now become the fourth-largest globally for Budweiser.

Backed by sharp digital targeting, immersive music-led experiences, and an expanding flavour-first play under Hoegaarden, the company is chasing long-term growth in a tightly regulated category.

In a conversation with Mint, Vineet Sharma, vice-president, marketing and trade marketing, AB InBev India, discusses evolving media mixes, responsible drinking campaigns, the rising role of AI, and what makes India a high-potential beer market.

Edited excerpts:

In a category like alcohol where direct advertising is restricted, how do you build visibility, consumer connect?

First and foremost, we respect the law of the land—in every market we operate in. But within that framework, we've found powerful levers.

The biggest one is the product itself—quality is our biggest advertisement.