Anheuser-Busch InBev is reintroducing the Bud beer brand to the German market to celebrate the brand’s 150th anniversary next year.
The Belgium-headquartered company said the return of Anheuser-Busch Bud to Germany comes at a time when international lager beers are among the “fastest-growing segments” in the country and have “experienced significant growth in recent years”.
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The beer will initially be sold exclusively in Rewe stores and will be introduced in other retail outlets as well as bars throughout Germany next year.
AB InBev also revealed it is partnering with the National Football League (NFL) to celebrate the return of Bud, which will feature at the upcoming Berlin Game on 9 November at the Olympic Stadium in Berlin.
Just Drinks has contacted AB InBev for further information on where the lager for the German market will be brewed.
While it was not specified what breweries Anheuser-Busch Bud will be brewed in, the company said that it would be made within the European Union.
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By GlobalDataIn a statement, Arnaud Hanset, president of the central European business unit at AB InBev, said: “As we prepare to celebrate the 150th anniversary of Eberhard Anheuser and Adolphus Busch’s famous lager next year, we look back on a history deeply rooted in Germany – a familial connection that has shaped the Anheuser-Busch name.
“The return of Anheuser-Busch Bud is a testament to this enduring legacy and the growth over the years. It’s all about beer bringing people together and creating moments of celebration.”
AB InBev cannot use the Budweiser trademark in Germany. The local rights to the brand belong to Czech brewer Budejovicky Budvar.
It comes as last year, Germany saw a decline in beer sales.
The country’s breweries and distributors sold approximately 8.3bn litres of beer, down 1.4% from 2023, according to figures from the Federal Statistical Office (Destatis).
Beer sales for domestic consumption, which represented 82.3% of the total figure, fell 2% drop to 6.8bn litres.
