Anheuser-Busch president David Peacock is Advertising Age’s No. 7 “Power Player”
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If we know Dave Peacock, he’ll probably shrug off this recognition. But we found it fascinating that Peacock was high on the list of Advertising Age’s list of “Power Players.” Peacock is No. 7. AdAge points out that the U.S. is the global beer industry’s biggest source of profits, and Peacock leads the entity that dominates it with a market share of nearly 50 percent. From the story:
While A-B is now controlled by Anheuser-Busch InBev, the world’s largest brewer, the company’s new corporate overlords have thus far largely deferred to the brand-marketing prowess of Mr. Peacock’s team in St. Louis, which has propelled mass brands such as Bud Light and Natural Light to dominant positions within their categories, and, in recent years, mastered the more subtle sales tactics required to move upscale bottlings like Stella Artois and Hoegaarden.
Let’s go to the numbers. A-B has a U.S. ad budget of nearly $1.6 billion and seven of the 13 largest U.S. beer brands by volume. Bud Light, the No. 1 U.S. brand, appears headed to its first ever annual sales decline, but it still accounts for nearly one in five beers sold in the U.S. A-B’s measured media spending in 2008 was $579 million. During the first half of the year, measured spending was up 3.2 percent.
As AdAge points out, A-B still faces serious challenges, some of them stemming from InBev’s takeover. “The $52 billion debt ABI assumed under the merger has led to an arduous campaign of cost reductions, as well as departures of key longtime executives,” the story notes.
Also, the MillerCoors joint venture is putting forth tough competition now that it controls about 30 percent of the U.S. market. According to the Advertising Age scribes, MillerCoors is now “one of the most significant creative threat A-B has faced in the U.S.”
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Jeremiah McWilliams is a native Virginian who came to the Post-Dispatch in early 2007 to cover beer and other consumer products. He previously covered manufacturing for the Virginian-Pilot newspaper in Norfolk, Va. He is a graduate of Washington and Lee University. 
David Peacock is a douchebag.
Peacock - Keep pushing that “American Lager” slogan for greater Belgium profits. Sam Adams tastes better anyways and profits STAY in America!
He might be a d-bag but he’s worth $10 million +++. Not bad for a 41 year old kid from WG.
David Peacock represents hard working americans and has clearly shown that with a little extra effort, one can go anywhere. Pride of WG!!
No, Peacock is not the pride of Webster groves. John Hamm is.
I heard he used to be a really nice guy….till he drank the Koolaide. Maybe he is just waiting like all the remaining employees to jump the sinking ship. I hope he can redeem himself to really become the pride and joy of Webster groves.
$1.6B! The current ads are terrible…no creativity.
“The $52 billion debt ABI assumed under the merger has led to an arduous campaign of cost reductions, as well as departures of key longtime executives,” the story notes.”
Apparently the $52 billion isn’t that big of a concern they gave Brito a 73 MILLION DOLLAR BONUS!!!
This company wrote the book on taking it from the bottom and feeding it to the top.
Retiree, your correct the ads or boring or lack crativity, but you get what you pay for
Folks it is AB-InBev, both companies changed with the merger. Proud of Peacock … Lets face it folks, the Busch rat pack was sinking this ship. Resources like Peacock represents what AB was bought for, to School In-Bev on how to market the worlds greatest beverages. This is a good company, lots of good jobs in the North America Zone HQ .. In St. Louis. Please note that the Corp HQ has moved to the US ! That is had tax dollars going to US.
Brewerhaus….Maybe there is lots of goods jobs in the St. louis north American zone for you. But what about all the people that were let go? And the people they are continuing to let go but 1 at a time so as not to ”rock the boat” and cause a PR nightmare. A lot of good hardworking people were let go and were not part of this so called ”Busch rat pack”. I guess all those mothers/fathers/children are just collateral damage? Think about it….how is your Christmas going to be? I know ours is taking a huge hit - if we have one at all. Oh well, we’ll pass it on to the community. Maybe the car lot where your brother-in-law works or the family owned restaurant that your family owns will feel the effect of all the job loss. No Ab-Inbev products for me. And Im spreading the word….I know lots of people who are disgusted with what has happened.