Our Purpose and Principles - AB InBev Efes

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Our Purpose

We Dream Big to Create a Future with more Cheers

Our Purpose and Principles

Our 10 Principles


We dream big. ​
We are building a profitable, growth company.


Our greatest strength is our people. Great people grow at the pace of their talent and are rewarded accordingly. ​
Great people deliver and transform.

We recruit, develop and retain people who can be better than ourselves.​ We will be measured by the quality and diversity of our teams.

Our 10 Principles
Our 10 Principles


We are a company of owners. Owners take results personally and lead by example.

We are never completely satisfied with our results. ​
We embrace change, take smart risks and learn from our mistakes.

The consumer is our boss. ​
We go where consumers go, because that is where growth is.

We strive to be the best at serving and partnering with our customers, who are the gateway to our consumers.

We believe in common sense and simplicity. ​
We operate with excellence and efficiency in all we do, always having our customers and consumers in mind.

We manage our costs tightly to free up resources that will support profitable top-line growth.

We never take shortcuts. ​Integrity, hard work, quality and responsibility are key to building our company and our reputation.