Ch. 5 Developing A Global Vision

Anheuser Busch has long been known as an American brand, embodying Classic Americana. Anheuser Busch and Bud Light have not been left out of the global markets, though. The values and personality of the brand go far beyond a local market. Anheuser Busch has worked diligently on creating new marketing for an international marketplace and has grown to include 17 breweries internationally, in addition to the 13 domestic breweries.

In 1972 when Bud light was first launched, there was no internet, no cell phones, and no cable TV. In turn, there was no international market for beers. It took almost two decades before Bud Light was considered a global brand. In 2008, Anheuser Busch merged with InBev, an international brewing company, creating Anheuser Busch InBev. The Merger with InBev resulted in the worlds largest brewer, and one of the top five consumer product companies in the world. In recent years, Anheuser Busch InBev has implemented a number of key strategies to gain momentum in the global market. 

Anheuser Busch has expanded its distribution to 86 countries from just one, and is particularly popular in China. In 2009, Anheuser Busch partnered with Tudou.com, a Chinese video sharing site, to create a user generated online video contest. In 2010, Anheuser Busch created Bud United, an international entertainment property. Bud United's first effort centered around an online reality series called Bud House. Bud House featured 32 international football fans representing each country in the 2010 FIFA World Cup, illustrating Anheuser Busch's commitment to the global market.