Pedro Earp
The Catalyst
Ideas with a spark, energy, range and the ability to start things.
Pedro Earp reads as The Catalyst because he deliberately dismantled AB InBev's calcified scale to restore creative momentum. As Chief Marketing Officer, he reframed the company's mission away from selling beer and toward building consumer relationships, and traded competitive insularity for an open-arms approach to craft brewing. His leadership works by ignition, challenging internal assumptions and redirecting institutional energy toward collaboration and growth rather than defending inherited positions.
“We started that trying to accelerate our innovation efforts. At some point we became a very big organization and started being less creative, so we really turned our focus into growth and innovation.”
“The trick was to stop thinking about selling beer and see how consumers were changing, what were their immediate needs, and how our brands could create a meaningful relationship by providing what they needed most.”
“If our company believes that with a limited number of brewmasters we can create more and better beer than thousands of craft brewers all over the world today, I think they will be naive. We're trying to join forces.”
Masters in Business: “Pedro Earp on the Business of Beer (Podcast)”
LISTEN AT THE SOURCE ↗THE RECORD IS CHECKABLE