LOS ANGELES: Anheuser-Busch has created two VP level positions to help it better manage marketing to Hispanic and Black consumers, a move that reflects the company?s increased focused on ethnic markets as its earnings have fallen off.
Both positions are being filled by long-time company executives. Henry Dominquez, currently VP for government affairs for the western region, will take on the new role of heading marketing efforts to Hispanics. Currently based in California, he will return to the company's St. Louis headquarters.
Johnny Furr Jr. becomes the VP for African-American marketing. He is currently VP of sales development and community affairs.
The changes are part of a larger shuffling of corporate executives that included Bob Lachky taking the new position of EVP of global industry development, and Marlene Coulis taking over his former role as VP of brand management and director of global creative.
Although the company has slightly less than 50% of the nation's beer market, increased competition and a loss of younger consumers has hurt its recent earnings. ]
Anheuser-Busch also launched a new product last week, Tilt, a raspberry-flavored malt drink that also has caffeine.