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Virtual leadership development at AB InBev

Abstract turquoise


Anheuser-Busch InBev (AB InBev) is the world’s leading brewer. Headquartered in Leuven, Belgium, the business employs over 10,000 people globally.

Leading @AB InBev is a business-critical programme that closely aligned with AB InBev’s ten-year plan, Lead Future Growth.

Using virtual delivery methods, AB InBev needed to transition and deliver a world-class programme that would not only move their leaders forward in their ability to lead, but also empower them to think differently about the future needs of the business.


The objectives of Leading @AB InBev are to empower people and elevate their confidence, enabling them to lead powerful teams.

Working in partnership, Impact conducted interviews with key stakeholders to generate specific and valuable outcomes and define the agreed purpose of the programme.

Rooted in emotional intelligence, participants explore the concept of leadership action to build capabilities and enhance team performance.

The aim is to provide leaders with the tools and opportunities to:

  • Build emotional and social intelligence
  • Enhance team performance
  • Advance coaching skills
  • Deepen understanding of the AB InBev Leadership Capability Framework
  • Develop agile leadership capability
  • Increase awareness of bias and diversity, equity and inclusion (DEI)

Leading @AB InBev is designed to embody the organisation’s driving mission of Dream Big, Develop People and Live their Culture.

The programme consists of a mixture of methodologies, including experiential learning, leadership action, VUCA and being agile, and coaching. The curriculum is elevated by adding Emotional Intelligence (EI), which serves as a red thread throughout the programme.

Participants engage with each other across multiple avenues in the virtual space. Development groups allow colleagues to build rapport, and peer-to-peer learning provides a hands-on approach for participants to share and engage with the learning. The programme is split across six sessions, with a ‘plaza café’ style break between each, which encourages participants to network and dive deeper into the learning together.

The experiential learning approach is varied, with a combination of skills sessions, short videos, and active virtual tools that keep participants engaged. The programme culminates with a generative dialogue session in which participants share current EI challenges and seek advice from peers.

Net Promotor Score: +64​​

  • 100% of participants found the course materials useful for their learning
  • 93% of participants identified learning from the programme that could be incorporated into their personal development plan.
  • 100% of participants either agreed or strongly agreed that, overall, the programme was valuable for their role

Leading @AB InBev has been such a success that another programme has already been initiated with Impact, which continues to honour the adoption of Emotional Intelligence and has an even greater focus on DEI. This will allow AB InBev to drive their employer brand further, maximise their leadership, and bring to life their goals for the future.

Award winning

AB InBev and Impact won a silver award from Brandon Hall Group for best advance in leadership development.

Brandon Hall Silver Excellence in Leadership Development 2021
See what our customers say about us
Senior Manager
AB InBev
“The breakout rooms worked really well, allowing for building deeper relationships with other participants and more networking."