US: A-B and InBev in US tie-up
Anheuser-Busch is teaming up with arch-rival Inbev in the US.
The two global brewers, who have been fighting tooth and nail in almost all of the world's beer markets in recent years, announced late today (30 November) that A-B will be the exclusive importer of a number of InBev's premium European beers in the US.
From 1 February, A-B will import, sell, promote and distribute Stella Artois, Beck's, Bass Pale Ale, Hoegaarden, Leffe and other select InBev brands. InBev's Canadian brands, including Labatt Blue and Labatt Blue Light, as well as Brahma, are not included in the agreement, and will continue to be marketed and sold by InBev USA.
Terms of the agreement were not disclosed.
"This agreement gives us highly-valued brands that appeal to beer drinkers looking for sophisticated imports in their beer choices," said August A. Busch IV, president and chief executive officer of Anheuser-Busch Cos. "These well-known import brands complement our company's leading portfolio of American premium beers and enable our company to better compete. This is consistent with our stated strategy of enhancing our participation in the US high-end beer segment."
InBev's CEO, Carlos Brito, added: "This agreement will enhance opportunities for US consumers to experience the unique values of our premium European import brands, and further accelerate their growth. This is another step in InBev's mission to create enduring bonds with our consumers throughout the world."
No-one was available for immediate quote at either A-B or InBev when contacted today by just-drinks.
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