First and foremost, SCG is not an investment advisor and does not recommend buying shares in AB InBev. The investment discussed below has substantial risk and should only be considered after lengthy due diligence. That said, I recently purchased shares of AB InBev @ $68.37/sh. Therefore, readers should presume I am promoting my own position when I am talking about AB InBev going forward.
I recently presented an investment in AB InBev to a group I belong to, The Manual of Ideas, as my “Best Idea of 2019.” That was my first presentation to the group. Thus, I took career/reputation risk discussing this investment. Moreover, it’s an investment with a credible bear thesis so I have a reasonably high chance of looking “obviously foolish.” As if that weren’t emotionally taxing enough, yesterday I saw some numbers released that created some “fast thinking” panic. Bud and Bud Light both apparently saw U.S. volume declines in excess of 6%. See https://adage.com/article/special-report-super-bowl/ab-inbev-reveals-super-bowl-ad-plans/316173/?mod=djemCMOToday.
My first reaction to the story was “Great, it took exactly one day for my ‘Best Idea of 2019’ to blow up.” Then I started to do some math and write.
To begin, I have a high degree of confidence the cited numbers relate to AB InBev’s U.S. business. The U.S. market accounts for ~31% of sales attributable to AB InBev (AB InBev only owns ~62% of AmBev but consolidates 100% of the entity’s sales). In 2016 Bud and Bud Light accounted for ~60% of AB InBev’s U.S. volumes. Presumably this percentage declined as brands like Stella and Michelob grew their percentage share in AB InBev’s portfolio. But, let’s assume 60% is the correct number and volume production equates to sales.
If 60% of 31% of sales are fading at 6.6% the result is a 1.2% decline in total sales. That sales decline doesn’t account for the offset in growing brands such as Stella Artois and Michelob Ultra. That’s actually not that bad. My projected returns rely on U.S. sales declining at 2% per year. See below.
Do I wish Bud and Bud Light were growing in the U.S.? Yes. But I knew they weren’t. The 6.6% number scared me emotionally. But once I got rational and “thought slow” I realized I had accounted for that possibility via a conservative underwriting. That said, rapid volume declines could put my margin assumptions under pressure but as of now I think those margin assumptions are reasonable. Time will tell.
Without writing I probably couldn’t be so rational about the results because of how badly I want this idea to work. The presentation induced emotion that otherwise might not have been there. Thankfully, writing has me thinking slow. This investment may not work. But at least the investment’s success or failure won’t be caused by my emotional reaction.
What Should AB InBev Do About Bud and Bud Light?
The investment thesis in AB InBev is not a U.S. focused thesis. That said, the U.S. business is important for AB InBev’s debt repayment. Therefore, data points such as Bud and Bud Light falling 6+% y-o-y are concerning.
I’d like to see more resources diverted towards the craft beer portfolio, Stella Artois, and Michelob Ultra. Those brands are growing nicely. See https://www.bizjournals.com/birmingham/news/2018/10/01/here-are-the-top-20-best-selling-beer-brands-in.html. The recent repackaging in the “Taste of Belgium” 12 pack (Stella, Leffe, and Hoegarden in one 12 pack) is a good packaging innovation. While Bud Light remains important, I don’t believe marketing will solve the consumption trends in that brand; it’s more about milking the cow rather than driving growth.
Longer term, I’d like to see the company figure out how to activate the craft beer portfolio they’ve acquired. Perhaps they should borrow a page from Starbucks and create the beer equivalent of Starbucks Roasteries. A group of really awesome beer shrines in urban environments could be a decent way to remain corporate but also authentic to beer lovers.
Most importantly, AB InBev should focus on emerging markets. The relative scale advantages AB InBev enjoys matter immensely in those economies. Expanding the beer category and offering consumers a reasonably cheap alcoholic beverage solution offers true growth potential in EM. Furthermore, any and all potential distribution advantages should be solidified over the next 3-5 years. Those investments would generate solid ROIC for years to come.
After paying down debt and widening the emerging market moat AB InBev should probably diversify further away from beer. This would be natural as the company already bottles and distributes Pepsi and Gatorade in LatAm. Whether the diversification efforts lead to non drug related beverages or marijuana related beverages remains to be seen. For the near future, let’s work with the portfolio we have and pay down debt. Acquisitions can wait.
Disclosure: Long AB InBev