AB InBev has undergone a significant rebrand as part of a long term strategy to drive awareness and make the global beer giant more recognisable across the UK and Ireland. Budweiser Brewing Group UK&I has been unveiled as the company’s new UK name.
With a new President in Paula Lindenberg, the opening of new, state-of-the-art London headquarters and renewed targets that span sustainability, smart drinking and championing Britain’s iconic beer community, the time was right for further fine-tuning.
While the brewer is known for some of the world’s best loved beers including Stella Artois, Corona, Michelob Ultra, Beck’s, Bass and Boddingtons, Budweiser was selected as its most iconic global brand. The product will also soon be brewed using 100 percent British barley and 100 percent renewable electricity from UK solar power, giving the classic American brand a special stake domestically.
Ms Lindenberg said: “We are a fast-paced, ambitious group that dreams big, and we have exciting plans ahead for the UK and Ireland. Through the power and recognition of the Budweiser brand, we want to open ourselves up to working with more partners to achieve our ambitions.”
Budweiser Brewing Group UK&I has flagged five new objectives. They include championing Britain’s iconic beer culture with trade-boosting programmes for the entire community, from barley farmers to pubs and retail. It also aims to create a nation of smart drinkers, helping to shift social norms to embrace moderation and cut harmful consumption. It also wants to be regarded as one of the best places to work, promoting apprenticeships, development and diversity. Its new London home, located on Fetter Lane in Farringdon, covers 25,000 square feet of flexible working space across the top four floors of the new Bureau building. The space, with rooftop bar serving all of the Group’s brands, brings together
three previously separate offices and 250 employees to give business partners, customers and stakeholders a central hub in which to connect
and collaborate. Ms Lindenberg relocated to London in January from the group’s Ambev business in Brazil where she was Vice President of Marketing. She said: “We are looking forward to making a big impact in the year ahead, working towards brewing our beers with renewable electricity and accelerating our progress towards 20 percent of our global products being no or low alcohol.”