Stephanie Revering ’21
Internship: Anheuser-Busch, North America Zone, Commercial Strategy
Hometown: Minneapolis, Minnesota
Clubs and affiliations: Voices (co-lead)
Favorite Yale SOM class: Yale Center for Customer Insights Discovery Project with IBM
Favorite New Haven eatery: Nica’s Market
Favorite Yale SOM community event: Coffee House
This summer I am interning at Anheuser-Busch as part of the Global MBA program. I am in the sales group in AB InBev’s North America Zone Commercial Strategy Office in New York City, though the internship is virtual. AB InBev is the world’s largest brewer, operating in more than 50 countries with over 500 brands. Working with beer is a lot of fun, and people here are passionate about the company mission to bring people together for a better world. The company has an informal and open culture, from the way people exchange ideas to the casual dress code, and is a company where everyone is highly ambitious with an owner mindset.
My internship project is on the Pack Strategy & Innovation team in the Revenue Management and Sales Intelligence Group. For the first part of my project, I am looking at how new beer and seltzer innovations go through different brand maturity phases. The goal is to use that information to inform the appropriate pack mix on the shelf at each stage of a brand’s life. When brands are newer, consumers are primarily purchasing them on a trial basis, and generally purchase smaller pack sizes. As brands mature, consumers are looking for larger packs that provide more value per ounce. I am looking at data from consumer panel surveys and shopper scanner data to uncover consumer purchasing and consumption behaviors. My work will fit into a framework the team has developed to optimize what pack types are available to consumers in the store. The second phase of my internship will involve looking at our pack strategy framework more broadly in conjunction with outside consultants who are experts in pack mix optimization. We will be searching for opportunities to capture consumer occasions, or the times and events where our products are consumed, in order to better meet consumer needs.
My project is fully focused on the consumer and ensuring that we are offering them the product they want, in the pack size they want, at the moment they want it.
The YCCI Discovery Project with IBM helped me feel prepared for my summer internship, both by instilling in me that the consumer always comes first and by providing a framework for approaching ambiguous problems.
It is easy to get lost in the data and lose sight of the bigger picture. YCCI has helped me remember to zoom out and think about what the consumer wants in order to best serve them. All internship projects at Anheuser-Busch are high priority action items for the business and require you to take full ownership over an ambiguous problem. Going through a similar experience with YCCI helped me to jump right in and navigate the uncertainty.
I am learning a lot about beer and the CPG industry very quickly and really enjoying my internship experience. Beyond my project, I have been able to meet and hear from many of Anheuser-Busch’s leaders. I have also enjoyed getting to know many of the other Global MBAs in other zones. Though I was initially unsure how a virtual internship would work, everyone has been accessible and generous with their time, and I have had no problems getting the resources I need to complete my project. My internship is only eight weeks long and going by quickly, but I am amazed at how much I have learned in the first few weeks and looking forward to the rest of the summer.