Dave Peacock

• Dave Peacock is vice president for marketing of Anheuser-Busch, recently purchased by Belgian brewing giant InBev in a controversial deal. He has to market American products from Budweiser but also has to oversee the company's wine and spirits marketing efforts. Advertising Age thinks there's a problem there, and asked Peacock about it specifically.

Q: You have been dabbling more in spirits, picking up a number of boutique brands. But in (a recent) speech ... you called wine and liquor "the enemy." You said specifically that you could not be "outromanced by wine" or "outfunned by liquor." Those didn't sound like the words of someone who wants to play in that space.

A: We started looking at liquor and wine a long time ago because of the emerging macro trends [of wine and liquor gaining share from beer]. And we really did believe we owed it to our shareholders to do this [because of consumer trends increasingly favoring spirits].

We tested some things in liquor. But we started making the decision back in the first quarter of this year that we were probably going to disentangle that. It didn't work really well at the wholesale level. Those brands are marketed very differently than beer. The category is much more fragmented. And, frankly, we see upside in beer. We've seen beer have a little bit of a resurgence.