Lucas Herscovici

Chief Direct-to-Consumer Officer

AB InBev

Lucas Herscovici is the Chief Direct to Consumer Officer at Anheuser-Busch InBev. Led by a passion for technology and innovation, his goal is to reimagine how to deliver easy access to joyful beverage experiences for consumers. ​

Lucas has worked for AB InBev for over 20 years, starting as a Global Management Trainee in 2002. Most recently, he was the Chief Sales Officer at AB InBev, managing over $50 billion in Net Revenue across some of the largest beverage brands in the world, such as Budweiser, Bud Light, Corona, Stella Artois and Michelob Ultra. ​

Before that, he broke new ground as AB InBev’s first Chief Non-Alcoholic Beverage Officer — a role that was created specifically to meet consumers’ fast-changing drinking habits. In this role he helped shift AB InBev’s portfolio to include a wider range of no/low alcohol products.​

He was named one of the “Most Indispensable Talents in the Business” by Adweek in 2016 and among the top 50 "Most Influential People in Sports Business" by Sports Business Journal in 2014 and 2015.