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?