ITALY: Anheuser-Busch InBev must switch to 'Bud' label by February
A-B InBev has lost out in the Budweiser battle in Italy
Italy's Supreme Court found in favour of the Czech brewer in October, allowing Budvar to start selling its flaghsip lager brand as Budweiser Budvar again in the country. The court ruled that A-B InBev must stop selling its brand as Budweiser in Italy.
However, Budvar yesterday (18 December) claimed that A-B InBev had failed to withdraw Budweiser in the market. As a result, Budvar said it had been forced to ask Milan's Commerical Court to intervene.
“Since our business interests are being severely harmed and Italian consumers are being further deceived, we had to ask the Commercial Court in Milan for help,” Budvar's sales director Robert Chrt said.
In response to Budvar's plea, the Commerical Court has set a 10 February deadline for A-B InBev to comply with its ruling.
But in a statement to just-drinks today, A-B InBev said it “had already decided to transition to Bud in Italy, but the transition had not yet been completed”.
The Belgium-headquartered brewer added: “AB InBev is pleased with the result of the hearing as the goal was to ensure that there was a smooth transition to 'Bud' in Italy and to avoid any disruption in the supply.”
Budvar and A-B InBev have beein dispute over the Budweiser trademark for more than 100 years.
As the end of the year approaches, Larry Nelson looks back at the impact the craft beer segment has had on the broader beer category in 2014. The multi-national brewers' need to play in craft is no lo...
Having already run his eye over an Anheuser-Busch InBev move for SABMiller, our beer commentator, Larry Nelson, runs through what alternatives the world's biggest brewer may consider to spend its mone...
- It isn't just men who like beer - Comment
- What do US wholesalers think of spirits trends?
- Why sports drinks fail to ride the Olympic wave
- How the craft economy is loosening alcohol laws
- How soft drinks can exploit alcohol's loss
- Diageo merges US, Canada spirits units
- Johnnie Walker's Bourbon bent "coincidental"
- Diageo investment paying off for Captain Morgan
- "We're not complacent about Brexit" - Diageo
- Luxury and e-commerce a "natural fit" - Diageo
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends