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Anheuser-Busch InBev puts focus on "smoothness" in Budweiser Ireland ad - video

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Anheuser-Busch InBev has launched a marketing campaign for Budweiser in Ireland that highlights what the group claims is the brand's quality credentials.

The new ad, which rolls out across the country from this month, says Budweiser's longer brewing process compared to other beers gives the lager a "unique, superior smoothness". A new brand identity will also launch with the activation.

A-B InBev, which brews, kegs and distributes Budweiser for Ireland through C&C Group, said the spot aims to reconnect the beer brand with younger consumers.

"Our new campaign focuses on the unique attributes of Budweiser - a smoother taste which is the result of a longer fermentation process than other lagers," said Christophe Jadoul, marketing manager for Budweiser Europe. "We are looking forward to investing in new partnerships and pub activation campaigns across Ireland and reconnecting with our Irish consumers."

A-B InBev unveiled a new global brand identity for Budweiser in July. New packaging includes twist-off caps for the brand's bottles, which are featured in the new ad.

Budweiser ads usually stick to the brand's sporting partnerships instead of focussing on how the beer is brewed. An earlier exception in 2015 saw A-B InBev release a Budweiser Super Bowl ad that took aim at the new wave of craft beers in the US. The ad said: "Let them drink their Pumpkin Peach Ale, we'll be brewing us some golden suds."

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