United Kingdom
Business Overview
The United Kingdom (U.K.) is the largest European market for Anheuser-Busch. Budweiser is the No. 1 premium packaged lager in bars, pubs, clubs and restaurants and the No. 3 premium lager in the off-premise category.
Brands
Budweiser, Bud Ice, Michelob, Michelob ULTRA, Harbin and Estrella Damm
Brewing
Budweiser, Bud Ice and Michelob ULTRA are brewed at Anheuser-Busch’s Stag Brewery in Mortlake, West London. Michelob, Harbin and Estrella Damm Barcelona are imported to the United Kingdom by Anheuser-Busch.
Key Marketing Activities: Budweiser
True Dedication: In spring 2008, Budweiser launched a new marketing campaign exclusive to the UK. The program, which includes television advertising, on-premise activities and local events, celebrates Budweiser’s dedication to quality and encourages consumers to follow their own unique passions.
Premier League: In 2007, Budweiser announced a renewal of its partnership with the Premier League, extending the brand’s proud sponsorship of the world-class football league through the 2010 season. Budweiser also is the official beer of Manchester United football club.
Michelob
Michelob sponsors the “City Championships,” a competition that brings teams from finance and investment firms together to compete in polo, shooting, golf, skiing and sailing events.
In 2007, the redesigned Michelob tear drop bottle was voted “Best Beer Packaging” by the drinks publication CLASS magazine.
Harbin
CHINA NOW: Harbin Lager, a beer with origins tracing back to China’s oldest brewery, is the “Official Beer Supplier” to CHINA NOW, a nationwide celebration of Chinese culture running from February to the start of the 2008 Olympic Games in Beijing in August.
Estrella Damm
The premium import from Barcelona will continue its sponsorship of the London Spanish Film Festival in 2008.