Developing the best people

AB InBev is the world’s leading brewing group with headquarters in Leuven. The group employs approximately 167,000 employees in 50 countries worldwide. The portfolio includes more than 500 beer brands. AB InBev’s dream: ‘Dream Big to Create a Future with More Cheers’. Anheuser-Busch InBev is listed on Euronext Brussels under the ticker ABI.

  • Client:AB InBev
  • Industry:Beverages
  • Services delivered by Lemento:Internal branding
Training and development of its people is a top priority for AB Inbev. The goal is to develop the best people to deliver AB InBev’s dream. Learning and development was organized decentrally, as a responsibility of the local business. This was not motivating for the employees. The local training did not have the image that contributes to the curriculum vitae, so employees preferred to follow training at a well-known training institution. A second disadvantage of decentralization was that the wheel was reinvented everywhere. That is why a unique AB Inbev L&D center was founded: the AB InBev University. All important training courses for the Western European region are organized here.

Lemento’s assignment was to create a powerful and recognizable brand for the AB Inbev University.


First step was the creation of the visual identity. The visual identity represents the fresh, dynamic and people-centric approach of the University. It is supported by the photography-style. Next step was launching the University and communicating it to the entire organisation. Lemento supported this internal communication campaign.


In 6 months we managed to get AB Inbev University up and running from scratch. The brand image scored very good in the participants’ feedback surveys. The enthusiasm among the employees was very high, which meant that the demand for training even exceeded the supply. For the organization, this was accompanied by greater employee satisfaction, higher training quality and cost savings.

Is your company ready for a corporate rebranding?
Then Lemento is the right partner for you!

We have a lot of knowledge and experience, and that is not surprising. Since the start of Lemento we have focused on corporate branding. Strategy and creation go hand in hand. Moreover, “business awareness” is one of the reasons why clients often choose us. Companies in chemistry, pharma, ICT or other complex sectors very quickly feel at home with Lemento. This has to do with our analytical insight and commitment. Because we are convinced that without detailed knowledge, you can never develop a strong brand. Oh yes, the friendly atmosphere in which we realize our projects also plays a role.

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