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Bigger than Stella


The new big Zed Run news is the partnership with Stella Artois and the release of 50 auctions inspired by their Life of Artois marketing campaign.  As much as I genuinely enjoy a Stella Artois on draft and I am excited for this partnership, we need to keep an eye on the bigger picture.  Let’s crack a beer and break this open by taking a look at AB InBev.

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AB InBev

As much as I love a cold Stella, I need a little variety in my beer.  Stella’s parent company Anheuser-Busch InBev (AB InBev) offers that possibility.  AB InBev  is the largest global supplier of beer and has operations in 50 countries.  In 2020 they had $52.3 billion dollars in sales and were followed not so closely by Heineken Holdings with $26.8 billion dollars (link).  Almost twice as much,  but who’s counting?  This partnership not only opens the door for a partnership with Zed Run and Stella Artois, but the entire library of brands represented by AB InBev (link).

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Supply by Blockchain

Stella Artois and AB InBev are already an innovator in the crypto and blockchain space.  Currently, they are leveraging blockchain technology to provide transparency from “barley field to bar” (link).  This is incredibly important for health and safety quality assurances. A study by the World Heath Organization found that half of all alcohol consumed in Africa is illegal (link). From my own experience living in China, I have drank countless fake red belly Budweisers and Cornoa Extras that do not freeze.  The addition of the blockchain to supply chains offers safety for all consumers.  

Digital Transformation

Digital transformation is the new buzz word for business executives looking to move away from old school traditional business strategies.  This transformation is impacting all business models, including AB InBev.  A quick peak into their Q1 2021 financial report highlights their digital transformation goals (link).  AB InBev leverages their B2B platform BEES for digital sales and their e-commerce business quadrupled in size this last quarter (page2, financial report).  This digital sales initiative will eventually allow Ebs (link) to buy us all a beer in the race track bar on Novus, and have it delivered to our homes.  

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https://www.ab-inbev.com/content/dam/abinbev/news-media/press-releases/2021/04/AB%20InBev_Press%20Release_EN_1Q21_vFinal.pdf , page 2


In conclusion, the Stella Artois partnership is fantastic.  However, the partnership and doors yet to be opened with AB InBev excite me more.  Their growth within the blockchain space and their digital initiatives will bridge the gap between the MetaVerse and IRL.  I cannot wait for our first happy hour together on Novus!


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