Ireland
Business Overview
The Republic of Ireland is Anheuser-Busch’s fourth-largest market outside the United States. Anheuser-Busch entered a licensed brewing and joint marketing agreement with Diageo in June 1986. Since then, Budweiser has become the largest-selling beer in the off-premise and the No. 1 on-premise packaged lager in Ireland.
Brands
Budweiser and Bud Light
Brewing
Budweiser and Bud Light are brewed locally at Diageo’s Kilkenny brewery, where an Anheuser-Busch brewmaster oversees every step of the brewing process.
Key Marketing Activities
BudRising: The BudRising music festivals fill Ireland’s pubs and music venues with the hottest bands and up-and-coming performers. The 2007 highlight was two outdoor shows featuring the Foo Fighters, Kaiser Chiefs, The Fratellis and Nine Inch Nails in Dublin’s Marlay Park. BudRising continues in 2008 with a series of rock concerts and DJ performances in Dublin, Cork, Galway and Limerick.
Rock Paper Scissors: Budweiser is taking Rock Paper Scissors to the next level. Known as a fun and social way to resolve disputes, Budweiser is hosting competitions in Dublin’s most popular pubs, with 64 winners qualifying for the national finals. One champion from Ireland will travel to Beijing during the 2008 Olympic Games to compete against contenders from around the world.
Budweiser Tag Rugby: Budweiser is the title sponsor of the official Irish Rugby Football Union (IRFU) Tag League. Tag rugby, which is growing in popularity, combines athletic competition with the sociable aspects of the game. In 2008, the league is expected to attract more than 650 teams at 25 venues across Ireland. The competition will culminate in the first Budweiser Tag All-Ireland Open Championship.
“Answer the Call”: Budweiser’s successful marketing campaign highlights the importance young adult Irish men place on social gatherings. Consumers are challenged to “Answer the Call” when an opportunity presents itself, rather than risk being left out when friends convene to enjoy a Budweiser.