Budweiser hires new UK marketing director

The new marketing boss will lead on the strategic and creative direction of brands including Stella Artois, Budweiser, Corona and Beck’s.

budweiser brewing uk & irelandBudweiser Brewing Group (BBG), which is part of global brewing company AB InBev, has hired a new UK marketing director to lead brands across its portfolio.

Rowan Chidgey will be responsible for the strategic and creative direction of brands including Stella Artois, Budweiser, Corona, Beck’s and Bud Light. She will head up a marketing team of 23 overseeing product launches, sponsorship deals and campaigns.

Chidgey has been with AB InBev for five years, most recently as head of the Budweiser brand for Europe. During her time with the company, she has managed multiple brands, multi-market brand launches, innovation and key sponsorship roles.

Chidgey began her career in FMCG on the graduate programme at PepsiCo. After three years she moved to Mondelēz, working on brands including Green & Blacks and Carte Noir coffee.

Budweiser Brewing Group UK & Ireland president Paula Lindenberg says: “Rowan has been a huge asset to the Budweiser brand in Europe, leading launches in multiple markets and achieving fantastic results. I am delighted she will be bringing her drive to support our amazing portfolio of brands in the UK and Ireland.”

The role was previously held by Tatiana Stadukhina, who was recently took on the role as global vice-president for light beer Michelob ULTRA following its launch in the UK last year.

Chidgey says: “I’m so excited to work on all of Budweiser Brewing Group’s best-loved brands. We have huge ambitions for next year, including Bud Light’s sponsorship of the England senior men’s team at the Euro 2020 Tournament, making an impact in sustainable brewing, and working to create a nation of smart drinkers by enhancing our no and low alcohol portfolio.”

Was AB InBev right to choose Budweiser over Stella Artois as the name for its UK business?

Chidgey joins at an exciting time for AB InBev’s UK business, which has seen significant changes over the past year.

In March, the world’s largest brewer rebranded in the UK to become Budweiser Brewing Group UK and Ireland in a move that it hopes will elevate both its brands’ and business’ reputation, as well as show a commitment to the UK market.

BBG also launched its first in-house agency in Europe, DraftLine, to help brands work in a “work in a nimble and more agile way”.