Blog: Andy MortonBeer-hemoth? Eight ideas for a Anheuser-Busch InBev/SABMiller name

Andy Morton | 14 October 2015

Now that the Anheuser-Busch InBev and SABMiller deal is nicely on its way, the real business can begin in earnest - thinking up a new company name.

But with both companies already something of an alphabet soup - thanks to previous mergers - what will the new management decide? just-drinks takes a look at the runners and riders, along with a run down of their chances.

MegaBrew - A strong contender is this easy to remember, though slightly Orwellian, term, which has seen widespread usage over the past few weeks. Like most of these names, the genesis of MegaBrew lies shrouded in mystery, though I'm told Trevor Stirling, an analyst at Bernstein, lays a solid claim to it, and with a certain amount of pride.

Anheuser-Busch InBev SABMiller - The logical choice, if logic was the only criteria and things such as simplicity, reason and common sense were totally disregarded. The only way this would be chosen is if both companies wanted beer journalists to suffer debilitating hand cramps.

Goliath - Suggested by just-drinks columnist Larry Nelson, who believes this is what the combined companies will represent to craft brewers. Incidentally, Nelson thinks the takeover will be a good thing for craft as it will be easy to paint “Goliath” as the common enemy.

Expialidocious - “It has a nice ring to it,” says Stifel analyst Mark Swartzberg, who suggested this name in a note yesterday. The word is, of course, from the movie Mary Poppins and, as Swartzberg pointed out to just-drinks, is described as “something to say when you have nothing to say”. “I find it quite analogous,” he added.

The Diageo method - This would involve dropping any reference to the company's previous incarnations and plumping for a Latin or Greek derivative. Diageo did this in the wake of its 1997 creation through the merger of Guinness and Grand Metropolitan. It is a mash-up of the Latin word for day and the Greek word for world. (As a heads-up, the Latin for MegaBrew is MegaCeruisam.)

Beer-hemoth - Admittedly unlikely but still quite funny.

SABI - This, to me, is the best of all the alphabet soup alternatives (ABISAB, SABInBev etc) as its simple, short and pronounceable. It can also be easily changed to my final suggestion, which I believe best sums up today's historic deal...

$ABI – Search over.


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