Spencer Gordon has led Anheuser-Busch InBev’s charge into Web3 and the metaverse.

The brewer’s group VP of consumer connections led a partnership with Nouns DAO, a decentralized autonomous organization, to feature the first-ever Web3 art used in a Super Bowl commercial. The partnership helped establish the Bud Light Next brand. The Budweiser Clydesdales were then recreated as virtual racers in Zed Run, a leading Web3 horse-racing game.

In all, Gordon achieved six large-scale Web3 program launches in 2022, generating more than $10 million in revenue and more than $320,000 in donations to charity. He also advocated for Web3 literacy and expertise across AB InBev departments, including building a dedicated Web3 and metaverse team.

With an eye toward the future, Gordon and his team are continuing to lead the Web3 charge in 2023 in partnership with consultancy Vayner3.

How is new technology changing the way you work?

I think the biggest benefit is the ease it brings in having a two-way dialogue—internally with my team across the country, and externally as we look to speak to our consumers.

What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet? 

I love NPR’s “Up First” podcast. It’s how I get my 15-minute download every morning and hear about all the things happening around the world.

What is the biggest technical leap you’ve had to adjust to in your career and how did you do it?

The biggest leap was truly diving into Web3. The space is exciting and new, but it’s also much more complicated and hard to follow than anything I’ve ever experienced in Web2.0. It takes real commitment to learn how to buy cryptocurrency; how to set up a wallet; how to trade NFTs; how to understand the end-to-end process of token-gating; and developing long-term, sustainable programs meant to create new digitally-enabled communities. My latest journey is trying to keep up with all the new developments happening in AI. It’s been a long, trying but very rewarding journey!