Anheuser-Busch InBev reveals corporate identity

Anheuser-Busch InBev (AB InBev), the recently merged brewing company, has launched a new corporate identity. It comes as the world’s largest brewer rolls out its new name globally.

The rebrand, which has been developed by brand consultancy Futurebrand, aims to bring the heritage of the two companies together. It introduces the image of an eagle and is rendered in “rich golden colours”.

The company says the eagle represents its “strength, agility and focus”, and the colours aims to replicate beer. AB InBev chief marketing officer Chris Burggraeve says the branding reflects the vision of the organisation as “The best beer company in a better world.”

The merger of Budweiser-owner Anheuser-Busch and Brazilian-Belgian brewer InBev was announced in July but not completed until November 18 following public objection to the deal. American political figures also spoke out against the merger, calling for Anheuser-Busch to retain its independence after 156 years as a family-run, American company.

An offer of $52bn (£26bn) was accepted on July 14 by Anheuser-Busch chief executive August Busch in exchange for a seat on the newly formed company’s board.

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