13/08/2020
Director of on trade sales, Ryan Fritsch, discusses his long-term UK trade plans, potential acquisitions and how he went from diffusing bombs in the US Navy to brewing beer in Britain.
Fritsch was asked how the Budweiser Brewing Group is encouraging consumers to consume their brands in pubs when it’s cheaper to purchase them directly from supermarkets.
“It’s our job as a beer company to make sure that people can enjoy our products wherever they have the occasion to do so, says Fritsch. “The perfect example of pushing in the on trade is the Corona draught – the new fonts feel very unique and luxurious and it’s made the beer more of an occasion.”
The question was raised of the main long-term focuses for the UK on trade.
“Our dream is to be the number one brewer in the UK in terms of total trade, which we’ve been able to do successfully in the last few weeks, says Fritsch. “However, to maintain this status we need to have a more dominant presence in the on trade”, he continues.
“My big focus is to continue our on trade growth momentum, particularly within our premium beer portfolio. And also improving our image as an on trade supplier for all of our customers, and not only as a brand, but as a true supplier and a company that pubs can lean on,” he adds, explaining that the group launched its own dispense team on 1 April this year.
Is the Budweiser Brewing Group looking to make any acquisitions in the near future?
Fritsch replies, “In terms of how we operate in an acquisition, it’s quite confidential, even for me. I would find out not long before the public would. We have an acquisitions group that looks at these opportunities.”
How did you go from diffusing bombs in the US Navy to joining the beer brewing industry?
“It’s a very natural transition, even though it may seem a little obscure to outsiders,” Fritsch quips. “Many ex-military service people leave the forces, go on to business school and then into international business. It makes sense, since such personnel have experience dealing with large teams as well as global travel”, Fritsch explains.
Fritsch is from St Louis, Missouri where Budweiser’s Anheuser-Busch (now AB InBev) was founded. And the similarity doesn’t end there. Fritsch also happens to have a deep passion for beer and brewing, describing himself as a keen home brewer.
“I’ve been a home brewer for almost a decade, and quite passionate about beer since I was old enough to drink it, throughout my time in the military and now in my career. I focus on brewing ales, because they’re a lot more forgiving and easier in terms of getting the room temperatures right. I brew IPAs, pale ales and a lot of stouts,” Fritsch says