Tearful toast to storytelling success

On Monday, something sad will happen in the world that Bowen Craggs spends its time closely watching.

One of the very best corporate websites, SABMiller.com, will be switched off. 

Why? Because the takeover of SABMiller by fellow brewing giant AB InBev will be completed. SABMiller’s 120-year history as an independent company will end. 

But the web team at SABMiller is dropping the final curtain in style. They've used their global site’s most distinctive feature – editorially and visually rich "stories" – to publish a poignant final piece reflecting on “the legacy SABMiller leaves the beer industry”. 

The headline and wistful image for the article dominated the home page for the final week of the site’s existence...

SABMiller's home page during its last week as an independent company

SABMiller's home page during its last week as an independent company

The approach, far more powerful than a bog-standard press release, has garnered positive coverage in the business press – and been warmly received by employees too, judging by the tweets from some of them. 

It also offers an important parting lesson to web managers at other companies on how the heavily hyped but often badly executed idea of corporate "storytelling" can be used to bring an organization’s past achievements and future plans to life. 

SABMiller is currently ranked third in the Bowen Craggs Index of Online Excellence ‘Message’ metric, and 14th overall among the world’s 200 largest companies.

When it relaunches online on Monday evening as a newly-merged entity, AB InBev's website has a tough act to follow. 

SABMiller published more than 160 'stories' on its global website. This is its last. 

SABMiller published more than 160 'stories' on its global website. This is its last. 

- By Scott Payton