Anheuser-Busch InBev (AB InBev) is using the “power and recognition of the Budweiser brand” to boost the profile of the company as it changes its name to Budweiser Brewing Group in the UK and Ireland.
The business has been working to build a stronger corporate brand over the past year because while its brands like Budweiser and Stella Artois are well known, most consumers have not heard of AB InBev.
Tatiana Stadukhina, the company’s marketing director of northern Europe, told Marketing Week last year she wanted to elevate the business in the same way Unilever and Procter & Gamble have done.
“Currently [our] brands have more meaning to consumers lives but we’ve been discussing making AB InBev famous. It’s great we have a personal connection but we are exploring ways to take that to a higher level like P&G and Unilever, [so AB InBev] is known at a top level,” Stadukhina said.
In addition to the rebrand, the drinks giant has outlined five new commitments spanning sustainability, employer branding and responsible drinking.
The new ambitions include creating a nation of ‘smart drinkers’ by helping to shift social norms to embrace moderation and cut harmful drinking, as well as becoming the UK’s “most sustainable brewer” as it ups its focus on renewable electricity and locally-sourced barley.
Budweiser Brewing Group will also be championing Britain’s beer culture with programmes designed to boost trade for everyone – from barley farmers to pubs and retail – will be increasing investment in premium drinks and its brands, and has outlined plans to create a more inclusive working environment that promotes apprenticeships, career development and diversity.
The move is being spearheaded by newly-appointed president of Budweiser Brewing Group Paula Lindenberg, who joined the business in January.
She says: “We are a fast-paced, ambitious group that dreams big, and we have exciting plans ahead for the UK and Ireland. Through the power and recognition of the Budweiser brand, we want to open ourselves up to working with more partners to achieve our ambitions.”
Lindenberg, who was previously vice-president of marketing for AB InBev in Brazil, adds: “We are looking forward to making a big impact in the year ahead, working towards brewing our beers with 100% renewable electricity and accelerating our progress towards 20% of our global products being no or low alcohol.”
Budweiser Brewing Group UK & Ireland will remain part of the global AB InBev business.
The rebrand coincides with the opening of its London headquarters in Farringdon which will bring together three previously separate offices to house all 250 employees.