• Wall Street Journal, Monday, June 28, 2010 10:38 AM

David Kesmodel chats with Carlos Brito, the 50-year-old native of Rio de Janeiro who has helped to transform InBev NV into a global giant but faces a daunting challenge in reversing a 21-year slide in sales for its premier brands in the U.S., Budweiser and Bud Light.

The Stanford M.B.A. eschews limos and other perks of his position because, as he tells his underlings, "Being efficient is what our consumers would do." That no-nonsense approach also applies to reviving Budweiser's top brands. "We have to do a better job of reinforcing the foundations of the brand," he says, which means reminding people that the beechwood aging process is unique.

Brito also wants to develop Budweiser into a "true global, iconic, flagship brand" and he is focusing on some of the world's biggest markets, including China, Russia and his native Brazil. As for his own drinking habits: "When I'm watching a sports event, I'll enjoy a Budweiser. If I'm out having dinner, I might order a Stella Artois or one of our other Belgian beer brands."

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