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“What would the world miss if the company did not exist?”

That was the question posed to Anheuser-Busch InBev CEO Carlos Brito by one of his own employees at a global training event in St. Louis, MO. Recognizing the weight of the question, he went to his senior team and mandated AB InBev examine its purpose. 

Since then, AB InBev has undergone a transformation, becoming one of the brewing industry’s standard bearers for corporate social impact and responsibility. As part of their #NoExcuse campaign, the company used Carling Black Label, the largest beer brand in the country, to raise awareness among its largely male consumer base, encourage behavior change, and ultimately help put an end to violence against women. The campaign culminated with “Soccer Songs for Change,” which involved having an all-female choir change the words to a well-known football song before a match in Johannesburg.

At this year’s Annual Conference, Page welcomed Brito to the stage, where he detailed the #NoExcuse campaign, as well as AB InBev’s other major social impact initiatives across the globe. 

This edition of The New CCO features that discussion with Brito, conducted by William Lewis, CEO of Dow Jones and Publisher of The Wall Street Journal.

Do you have a story to tell? Share it with us. Please reach out to Justin Pallenik at jpallenik@awpagesociety.com with your CCO story.