Anheuser-Busch InBev

THE challenge

Every year, Anheuser-Busch InBev (ABI) gathers together their national wholesalers, marketing communication partners, and sales personnel to present the company’s strategic plan and vision for the year. ITC is a longstanding SAMCOM (Sales and Marketing Communications Meeting) production partner, tasked each year with elevating the wholesaler experience, making them feel part of a larger team and excited about the brewer’s future.

THE solution

The 2017 SAMCOM was a standout production, placing greater emphasis on individual brands within each presentation, and a stronger commitment to bring presented plans to life in the adjacent expo space entitled “Immersion.” In between presentations, wholesalers were invited into the Immersion space, where they had the opportunity to sample products and interact with the physical, tactile brand elements that would be made available to them for the new year.


After the event, the relationship between wholesalers and brands reached a new high, with wholesalers’ confidence and optimism at peak levels. Pre- and post-event polls revealed SAMCOM the most highly rated in the history of the meeting.