Case Study: Anheuser‑Busch achieves unified, customer‑first e‑commerce and rapid merchandise revenue growth with Adobe Commerce Cloud

Anheuser-Busch turns to Adobe Commerce Cloud to revamp brand merchandise sites

Anheuser‑Busch, the long‑standing U.S. beer leader behind brands like Budweiser, Bud Light and Michelob ULTRA, faced rising costs, duplicated work and inconsistent customer experiences from running separate merchandise sites for each brand. The company needed a consumer‑first, unified approach and centralized management to simplify operations and improve the online shopping experience.

Anheuser‑Busch rebuilt its storefronts using Adobe Commerce Cloud integrated with Adobe Experience Manager and other tools, launching shoppable “hotspots” and a single cross‑brand site, ShopBeerGear.com, managed from one dashboard. The new platform streamlined operations, expanded seasonal and specialty catalogs, and drove strong results—early tests produced more than 25% of Bud Light’s annual online apparel sales in two months, and Q1 2019 revenues exceeded the total for all of 2018—while enabling fast iteration and future integrations.

Anheuser-Busch

John Faviano

Director of Demand Management and Integrated Marketing Technology for North America