Case Study: AB InBev achieves global data unification and privacy-compliant personalization at scale with Treasure Data

How the beverage giant uses Treasure Data CDP for digital transformation, superior CX, and worldwide customer data management

AB InBev, the global brewer behind Budweiser, Corona, Stella Artois and more, faced a sprawling data challenge: more than 1,000 disparate sources across 50+ countries and 70M+ customer records. The company needed to break down silos, centralize first‑party data into a privacy‑compliant single source of truth, and enable personalization at scale while meeting local data‑protection and cookieless‑world requirements.

By implementing Treasure Data’s Enterprise CDP across 40+ countries, AB InBev unified 1,000+ sources (including 70+ ecommerce sites) into 70.1M consumer profiles—4.3M of which are DTC—enabling fast integration, real‑time signaling, marketer‑friendly segmentation, and customizable security controls. The result: improved marketing KPIs using cheaper, higher‑performing first‑party campaigns, cost savings from retiring legacy infrastructure, faster compliance and administration, and a true single source of truth for customer data.

AB InBev

Luiz Gama

Senior Global Martech Manager