Category exclusivity is taking on less importance in the alcoholic beverage category, according to comments from sponsorship decision-makers with the two largest U.S. beer companies at IEG 2018.Anheuser-Busch InBev and MillerCoors are both moving away from exclusive deals and the price tag that comes with it, focusing instead on creating compelling go-to-market strategies that create a point of differentiation.“In the uber-competitive beer business, we always feel like we can out-activate ...