In his first public address marking the one-year anniversary of his appointment, Budweiser China's new President Fabio Sala outlined the beer giant's development strategy for the Chinese market. Amid the rapid changes and diverse consumer demands in China, he positions the "night economy" as the core engine for growth.

Fabio highlighted that nighttime consumption accounts for 60% of urban spending in China, aligning perfectly with peak beer consumption periods. As such, Budweiser will prioritize the vibrant night economy in Guangdong Province and the Greater Bay Area, partnering with governments, importing top global sports events (like the FIFA World Cup), and music IP activations to energize nighttime consumption scenes and strengthen its dominance in on-premise channels (which make up 50% of sales).

Additionally, Budweiser China has announced ramped-up investments in the Greater Bay Area, including increased marketing budgets, major product innovations in 2025 tailored to local needs, and ongoing supply chain enhancements (such as its Foshan facility, the world's largest production base) to ensure quality and sustainability. As the newly appointed Global Investment Promotion Advisor for the Guangdong-Hong Kong-Macao Greater Bay Area, Fabio aims to blend Budweiser's global expertise with local Chinese insights, solidifying the company's leadership amid industry transformations.

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