Canada
Business Overview
Budweiser was imported into Canada as early as 1885. In 1980, Anheuser-Busch and Labatt partnered to form a licensed brewing, distribution and marketing agreement for the country.
Budweiser is Canada’s best-selling beer and Bud Light ranks No. 7, and is growing at double digit rate.
Brands
Budweiser, Bud Light, Busch, Busch Light, O’Doul’s and O’Doul’s Amber
Brewing
Budweiser, Bud Light, Busch and Busch Light are brewed at Labatt breweries in Canada, where an Anheuser-Busch brewmaster oversees every step of the brewing process. O’Doul’s and O’Doul’s Amber are imported from the U.S.
Key Marketing Activities
Budweiser holds the dominant media position in Canada as the No. 1 beer brand advertised through measured media. With its tagline, “King of Beers,” Budweiser is marketed through various programs including the official beer sponsor of the NFL and Super Bowl for the past 20 years and its newest initiative, Bud Camp, which invites consumers to experience the great outdoors – Budweiser style.
Locally, Budweiser sponsors regional events like the Canadian Grand Prix (Montreal), the Calgary Stampede (Calgary), the Merritt Mountain Music Festival (Merritt, British Columbia) and the Salmon Festival (Grand Falls-Windsor, Newfoundland).
Bud Light benefits from an integrated media plan and sponsorship of the NHL. Hockey is Canada’s most popular sport and national programs are planned during the NHL regular season and Stanley Cup Playoffs.
Bud Light also sponsors Bud Light WakeFest, an extreme sports and music event in Toronto along with various adrenaline sports in Quebec including skiing and snowboarding. Additionally, Bud Light is a major sponsor of the Rogers Centre, home of the Toronto Blue Jays.