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Anheuser-Busch InBev SAMCOM

Refreshing wholesalers’ interest and connection to top beer brands with immersive experiences.

Every year, Anheuser-Busch InBev (ABI) gathers their national wholesalers, marketing communication and sales personnel for an annual meeting to present the year’s strategic plan. As longstanding production partners of the SAMCOM experience, ITC was charged with helping ABI wholesalers feel part of the larger team and get excited about the brands and the brewer’s future.

The strategy for this year’s SAMCOM was to make the brands the focal point of presentations, then bring those brand plans to life in the adjacent expo space dubbed, “Immersion.” In between presenters, wholesalers were welcomed into the immersion space, where they were invited to sample products and immerse themselves more fully in the vibe and personality of the individual ABI brands.

In collaboration with ABI, we were able to establish a connection between wholesalers and the brands they represent through powerful presentations and immersive experiences. Polls taken pre and post event revealed overwhelming results for this year’s SAMCOM, rating the highest in their business meeting history.

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