Beverage giant Anheuser-Busch InBev is creating a new internal entertainment division, according to a March 22 article by Insider. The department, called DraftLine Entertainment, will be led by AB InBev marketer Lauren Denowitz and is set to be part of the company’s ad agency.
The corporation will partner with production company Sugar23 to create films, television series, and podcasts with the intention of selling to streaming platforms. AB plans to target media consumers that aren’t being reached by traditional advertising formats, as the number of people solely relying on streaming services for entertainment continues to rise.
