Lucas Herscovici

Lucas Herscovici is AB InBev's Chief Direct-to-Consumer Officer since April 2022 where he oversees the growth and development of AB InBev’s digital and physical direct-to-consumer (DTC) products, including Zé Delivery, TaDa Delivery, and PerfectDraft.

Born in 1977, Herscovici is an Argentinean citizen and received a Degree in Industrial Engineering from Instituto Tecnológico de Buenos Aires and an executive Master of Business from Universidad de San Andres.

Most recently Herscovici served as AB InBev’s Chief Sales Officer where he was responsible for the company’s overall sales performance, sales strategy, revenue management, trade marketing and key bottling, sales and distribution partnerships. During his time with the company, he has also served as AB InBev’s Chief Non-Alcohol Officer, focused on no- and low-alcohol products, and held roles in marketing, sales and technology in Global, North America and South America. 

Herscovici joined AB InBev as a Global Management Trainee in 2002 in the Latin America South Zone.