Blog: Anheuser-Busch InBev – Hey, everyone. Come, see how good I look
Olly Wehring | 3 February 2011
It was Mrs Wehring's birthday yesterday. She got lots of surprises on the day, the lucky lady. She likes surprises - who doesn't?
It's a pity, though, that Anheuser-Busch InBev's attempts to give the UK drinks media a surprise yesterday failed so dismally. The unit's launch of the cider extension of the Stella Artois brand was set to be heralded by a lunchtime press event, the details of which had been kept very hush-hush.
How exciting, we in the press corp thought. What could this be about?
Sadly, the surprise bubble was burst prior to the party, with A-B InBev choosing to issue full details of Stella Artois Cidre to a UK publication prior to the event.
This isn't the first time a 'surprise' product launch announcement has been trumped. I shan't name names - actually, I will, Britvic.
It's also not the first time that news of the arrival of a new product from A-B InBev has got out before the company was ready. Back in 2008, leaked news of the impending arrival of Stella Artois 4% prompted the hasty arrangement of a press conference in London - so hasty, in fact, that no samples of the beer were available to manhandle or taste.
Now, it's very easy to take potshots at companies the size of A-B InBev - indeed, some appear to take tremendous pleasure in doing just that. But, we here at just-drinks are always keen to search out the good in a company, regardless of how big they are.
It proves nigh-on impossible to do just that, however, when a company believes its next big thing is so great that it warrants a literal unveiling, with trumpet-y fanfare, silk throw and 'ta-da' jazz-hands, only for news to break elsewhere beforehand; even moreso if the company concerned broke its own embargo willingly.
You'll forgive me, then, for politely declining any future 'we're-not-going-to-tell-you-what-it's-about' invitations. My heart just can't take the crushing disappointment any more.
Spotted in Havana this week – a healthy stock of Pernod Ricard's Havanista rum. ...
Alcohol always has a big presence at the Oscars, albeit mostly in a supporting role....
Business is booming at copper pot still makers Chalvignac - you can tell from the loud noise coming from its factory floor in the French town of Jarnac-Champagne. ...
Heineken is betting big on the long-term opportunity around soccer in the US. ...
- What do A-B InBev results mean for SABMiller deal?
- Interview - Beam Suntory's EMEA president
- Interview - William Grant & Sons
- Spirits - Where does 'Craft' End and 'Mass' Begin?
- Anheuser-Busch InBev's FY Performance by Region
- Tesco reinstates Dan Jago following suspension
- Diageo "smart bottle" targets consumers at home
- Diageo completes Don Julio, Bushmills swap deal
- Pernod Ricard sends Martell Mumm PJ head to Asia
- Pernod Ricard's Havana Club Union
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Wine, 2014 and the future
- Spirits and RTDs, 2014 and the future
- Beam Suntory Inc. - Strategy and SWOT Report
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research