SOUTH AFRICA: Budweiser relaunches after two years

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Anheuser-Busch has relaunched its leading beer Budweiser in the South African market after a two-year absence.

"South Africa is the world's 11th largest beer market, so this is an opportunity for Budweiser and Anheuser-Busch," said Andrew J. Day, vice president and managing director, Anheuser-Busch Europe Ltd. "Budweiser is available in more than 80 countries around the world, and we know beer drinkers in South Africa will appreciate its crisp, clean and refreshing taste."

Budweiser will be available in 330 ml longneck non-returnable bottles and priced at levels similar to other imported premium lagers, the company said. It is being brewed and packaged at Anheuser-Busch's brewery in the UK and imported by Xtreme Brands, the domestic distribution arm of Weitnauer Africa Limited.

the brand is available in South Africa's major cities, including Johannesburg, Cape Town, Durban and Port Elizabeth, primarily in upscale bars, trendy restaurants, five-star hotels and select liquor stores. Marketing support includes print and outdoor advertising and point-of-sale items including neon signs, posters and ice buckets.

"Budweiser is a famous beer, known around the world for its high quality," said Derek Sprackett, director, Xtreme Brands. "The brand's refreshing taste and premium image gives it excellent potential in the South African market. Through its association with major events such as the FIFA World Cup, Budweiser is already well-known among local beer drinkers, especially young adults who have enjoyed the beer in other countries during their travels."

Budweiser had been available in South Africa until its former importer ceased trading in 2001.

Sectors: Beer & cider

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