Comment

Budweiser Brewing Group - The end of Anheuser-Busch InBev? - just-drinks thinks

Most popular

Pernod is buying Malfy for the flavour - comment

The just-drinks Analyst returns

Is Carlsberg treating consumers like suckers

The just-drinks Analyst returns

Why spirits marketers must be more careful

MORE

If today's news of a company name change in the UK is a precursor to a wider change in the global brewing category, then I for one cannot wait. We reported this morning that the division of Anheuser-Busch InBev responsible for the UK & Ireland will now operate under the name Budweiser Brewing Group UK&I.

Does Anheuser-Busch InBev CEO Carlos Brito fancy a company name-change?

Does Anheuser-Busch InBev CEO Carlos Brito fancy a company name-change?

While the division was keen to point out that it shall "remain a proud part of A-B InBev globally", the move has come about as BBGUK&I wants to have "a more recognisable name" in the two countries.

That the unit chose Budweiser is interesting in itself - after all, the beer isn't actually its biggest-selling brand in the UK. That title belongs to Stella Artois, which is also the largest alcohol brand outright in the country.

"We chose Budweiser as it is our most famous global brand, which demonstrates our ambitions for our UK business," a spokesperson told me today. "Some research we commissioned last year found that 98% of Britons are aware of Budweiser and 27% know the brand very well."

These comments echoed those made in today's announcement: "Through the power and recognition of the Budweiser brand, we want to open ourselves up to working with more partners to achieve our ambitions," said unit president Paula Lindenburg.

As company names go, Anheuser-Busch InBev is one of the more unwieldy in our industry. What started out as 'Interbrew' morphed into 'InBev' in 2004 when the Belgium-based group was the subject of a reverse takeover by AmBev. We then moved to 'Anheuser-Busch InBev' four years later, thanks to the US$52bn acquisition of the US brewing giant. The world's drinks journalists - or, maybe, just me - held their breath when SABMiller was the next purchase, for $107bn, in 2016. Surely, they/I feared, we're not going to have to write out 'Anheuser-Busch InBev SABMiller' in our coverage?

Thankfully not - although I still feel it's a pity the beer behemoth didn't go for 'Megabrew', as some industry observers suggested.

Much as I'm not a fan of companies having the same name as one of their brands - Bacardi, Campari, Carlsberg, I'm looking at you - this is one move in such a direction I can truly get on-board with.

Will it now catch on across the whole group?


Related Content

Is Anheuser-Busch InBev preparing for Heineken's China push? - just-drinks thinks

Is Anheuser-Busch InBev preparing for Heineken's China push? - just-drinks thinks...

What can the brewing industry learn from Anheuser-Busch InBev? - Comment

What can the brewing industry learn from Anheuser-Busch InBev? - Comment...

Has Fuller's sold up or sold out? - just-drinks thinks

Has Fuller's sold up or sold out? - just-drinks thinks...

Anheuser-Busch InBev funds digital tool to help UK hospitality problem drinkers

Anheuser-Busch InBev funds digital tool to help UK hospitality problem drinkers...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?