InBev's Innovation InBev's Thorpe InBev is no stranger to bringing fresh news to the beer category and InBev USA president and CEO Simon Thorpe suggested that marketing the beer experience, not just the beverage itself, is one of the ways to bring excitement to the market. On-premise pouring rituals, branded glassware and offering a taste of the culture from which an import brand has emerged—as in the case of the company’s Brazilian import, Brahma—all are ways to engage the consumer and break into some of the experiential territory enjoyed by wine and spirits. “Experiential marketing and putting money into on-premise development requires a leap of faith,” he cautioned. “Sometimes we have to take a calculated risk to be at the forefront of change.”