AB InBev Taps Into Craft Beer Enthusiasm With Localized Brews
Published 11/14/2012
Author: Christine Birkner
Author Biography
Christine Birkner is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at cbirkner@ama.org.
Summary
Global beer behemoth Anheuser-Busch InBev is localizing its Budweiser brand with a new campaign aimed at consumers’ growing tastes for craft beer. This spring, Leuven, Belgium-based AB InBev launched Project Twelve, a contest that invited its12 brew masters in the United States to create unique recipes for the Budweiser brand based on their local markets.
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