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Budweiser, the largest-selling beer in the world, is brewed in Kilkenny by Diageo under licence from Anheuser-Busch. Budweiser has become a firm favourite since its launch here in 1986.
Brewmasters agree the most complex beer to produce is one that is skillfully balanced, so that no single ingredient overpowers another. Budweiser accomplished this with a unique brewing process that gives it its clean, crisp taste. Beechwood ageing lightens the colour and body in Budweiser, setting it apart from other lagers.
Quality is assured at the Kilkenny brewery by the resident Anheuser-Busch brewmaster working in partnership with the brewery team. This ensures a world-class product is delivered at all times.
History
Budweiser was first brewed by Anheuser-Busch at the company’s headquarters in St. Louis, Missouri in 1876. Built in 1870, the brewery was substantially expanded and modernised in 1946.
The complex covers over 100 acres and parts of it, including the 1892 brewhouse and the 1885 Clydesdale stables, have been designated national historic landmarks by the United States Office of the Interior. Today Anheuser-Busch has 12 breweries in the USA.
Budweiser was first launched in Ireland in can and bottle. The following year, 1987, draught Budweiser was launched. Irish-brewed Budweiser was given the official seal of approval by August Busch III on his visit to Ireland in 1986 and is tested for quality and taste by brewmasters in St. Louis every week.
Promotion
In 2006, Budweiser launched a new marketing campaign dramatising the imaginative and funny ways groups of mates can come together to enjoy a Budweiser. The campaign, which challenges consumers to “Answer the Call” focuses on social gatherings and reaches consumers through advertising, public relations and promotions. The ever-popular Clydesdales continue to make an annual appearance on TV each year in the brand’s seasonal Christmas ad.
The BudRising music festivals and Budweiser’s sponsorship of the Official IRFU Tag Rugby League both continue the theme of facilitating and celebrating the great fun that groups of mates have when they come together.
Bud Light
Bud Light® is the biggest selling beer brand in the world1 and the best tasting light beer on the Irish market2. Sales of Bud Light have continued to grow since the product’s launch in 2006.
Bud Light has also been investing heavily across TV, press, outdoor and radio. The TV campaign comprised of two executions, ‘Reggae’ and ‘Locker Room’, encouraging consumers to ‘Enjoy the lighter side of life’. Bud Light’s “Best Tasting Light Beer” campaign focuses on the brand’s quality and personality, which was also brought to life using high profile visibility in outlet.
Bud Light is brewed in St. Francis Abbey Brewery in Kilkenny, where the Anheuser-Busch Brew master oversees every step of the natural brewing process, to produce a pure, fresh, clean tasting beer that is lower in calories4 with no compromise on taste, or quality.
1 Bud Light: 3.0% Global Share 2006, Source: Impact Databank
2 Independent blind taste test conducted by MMR amongst 250 light beer drinkers. Nov 2005.
4 Bud Light contains 92 calories in a 330ml serving compared to 123 calories in a 330ml serving of Budweiser
Learn more at Budweiser’s dedicated Irish consumer website at www.budweiser.ie |