Budweiser is a pale lager produced by Anheuser–Busch InBev. Introduced in 1876 by Adolphus Busch it has grown to become one of the highest selling beers in the United States, and is available in over 80 markets worldwide. It is made with up to 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world. It is a filtered beer available in draught and packaged forms.
Anheuser-Busch uses what is in many jurisdictions a legally-protected mark-of-origin indicating Czech provenance and humorous advertising campaigns to promote Budweiser, such as the “Real Men of Genius” radio and television commercials for Bud Light.
The Budweiser from Budějovice has been called “The Beer of Kings” since the 16th century. Adolphus Busch changed this slogan to “The King of the Beers”. The Czech Budweiser is sold in some countries as Budejovicky Budvar but is known as Budweiser in many other countries throughout the world.
Some Bud advertising campaigns have entered the popular culture in the United States. They include a long line of TV advertisements in the 1990s featuring three frogs named “Bud”, “Weis”, and “Er”, the Budweiser Ants, and a campaign built around the phrase “Whassup?“
Anheuser-Busch is known for its sport sponsorship, video game sponsorship Tapper, and humorous advertisements. Advertising campaigns have also included lizards impersonating the “Bud-weis-er” frogs, and a team of Clydesdale horses commonly known as the Budweiser Clydesdales. The Budweiser Clydesdale has become an iconic horse. In the Clydesdale Donkey commercial the donkey dreams of becoming a Clydesdale horse. The donkey does everything he can think of to try and become one of these horses. And finally when the day comes for his audition, he makes the cut and becomes what he has always dreamed. This commercial ended up being in the top five for the most memorable Budweiser commercials.
Budweiser has signed singer Rihanna to front its first global music marketing campaign as it accelerates efforts to become a worldwide brand. The “Umbrella” singer will front the brand’s “Made For Music” campaign alongside rapper Jay-Z in more than 85 countries.
Both stars will appear in two TV ads called “Dreams Are Made” that will feature the couple’s latest single “Right Now”. Outdoor, print, on-pack and online ads will support the push alongside sponsorships of Rihanna’s and Jay-Z’s concerts later this year. Additionally, the brewer will post behind-the-scenes content from the making of its TV ads on its YouTube channel, while partnering with Facebook and Vice to create exclusive content for fans.
Budweiser has used music in past campaigns, however the latest effort is the first time it has launched a umbrella strategy around music. AB Inbev hopes the approach will help broaden its appeal as it looks to turn the American beer into a global powerhouse on the scale of Coca-Cola.
Camilo Durana, global director for Budweiser sports and entertainment, says: “Music truly is a universal language and Budweiser is proud to work with and support the great artists who inspire millions of people across the globe with their talent, dedication, and drive to achieve their dreams.”
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