Anheuser-Busch InBev: World Cup success brought Budweiser closer to becoming a global icon
By APWednesday, July 21, 2010
Anheuser-Busch InBev: World Cup success helps Bud
NEW YORK — The King of Beers is closer to becoming the Coke of beers.
Anheuser-Busch InBev says Budweiser is closer to becoming a global icon because of the success of its World Cup marketing program.
This marked the seventh time Budweiser was the tournament’s official beer. But it was the first under the company’s new formation. InBev bought Anheuser-Busch in 2008, saying it wanted Budweiser to be a worldwide brand like Coca-Cola.
Chief Marketing Officer Chris Burggraeve says Budweiser is closer now that it has reached millions of people from dozens of countries, all fans of the quadrenniel soccer tournament.
He hopes fans visiting South Africa for the games return home with a taste for the beer.
Sales of Budweiser — the only beer sold in the stadium — outpaced bottled water, sports and soft drinks combined.
