Event TV: Inside AB InBev's Beer Bakery pop-up

Event's news editor, Brea Carter spoke with Sophie Kurta, external communications manager at AB InBev about The Beer Bakery concept during a launch event within the space on Monday evening (26 October).

Kurta explained the bakery aims to showcase the relationship between beer and bread, by highlighting that they share the same, or similar, ingredients. "The beer bakery is all about celebrating the natural ingredients that go into our beer. 

"We really thought that there is such a longstanding connection between beer and bread, so [considered] how we could really bring those to life," she said. 

AB InBev enlisted Tom and Henry Herbert of The Fabulous Baker Brothers to create six bread varieties for the venue – one to represent each of the six beers available at the pop-up.

On selecting the pair for the task, Kurta said: "They are so knowledgeable, they know everything about baking – they know what’s going to work and what wont, and they had a million ideas for what could go into these specific beer breads."

She hinted that further beer brand activations could be on the cards. "The beer category in general is a major focus for AB InBev, so we are going to be doing lots to support the category, and we have a lot of plans in the pipeline."

The Beer Bakery showcases six one-off bread creations, with each inspired by a particular AB InBev beer, such as Corona, Budweiser and Stella Artois.

The pop-up opened to the public yesterday (27 October), and will close its doors after trade on Saturday (31 October). 

Agency Golin worked with the company the deliver the pop-up, and is handling all PR.

More: AB InBev combines beer and bread with pop-up bakery concept

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