Around the Net

Why InBev Thinks It Can Make Budweiser A Global Success

InBev Thursday began a hostile bid for Anheuser-Busch, saying that it had filed suit in Delaware Chancery Court seeking to confirm that Anheuser shareholders had the right to remove all 13 directors without cause. It says, however, that its "strong preference" is still to begin a constructive dialogue with A-B's board to achieve "a friendly combination."

Its reputation as a thin, watery brew puts Budweiser at a disadvantage in Europe, but beer industry experts see better chances in Asia, where tastes run toward lighter beers.

InBev's central argument for why it can succeed globally with Budweiser and Bud Light is that the brand looms large in the consciousness of many consumers outside the U.S., even if they cannot buy it at the corner market.

In addition to being carried on the winds of ubiquitous American movie and TV culture, Budweiser's sponsorships of the 2006 soccer World Cup and the Beijing Olympics and other events have lifted its global exposure. "Bud is known by many consumers but it is not available to all of them," says Marianne Amssoms, InBev's vp for global external communications.



Read the whole story at The New York Times »

Next story loading loading..