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Fortune
Fortune
Vivienne Walt

To woo Gen Z, the maker of Bud Light and Michelob is betting on ‘NA’ beers

AB InBev CEO Michel Doukeris photographed in front of shelves of beer. (Credit: Aaron Richter for Fortune)

During a recent invite-only seminar at Harvard Business School, a group of CEOs were asked to imagine the four crises they would likely confront during their average tenure at the top: a health emergency, a geopolitical conflict, an economic downturn, and a trade war. 

For one participant in particular—Michel Doukeris, CEO of the world’s biggest brewer, Anheuser-Busch InBev—the list hit home. “So, according to your research, I’m ready to retire,” he recalls telling the Harvard professor. “Because I have seen all that in the first two years.”

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