Ever since Belgium-based InBev bought Anheuser-Busch in 2008 for $52 billion, Budweiser has started to become a global brand. It’s already in China, and last year was introduced to the Russian market (it’s also in India and the UK, among other countries).
Now AB InBev is marketing Budweiser as a premium brand in Brazil, the world’s third-largest beer market, reports Businessweek.
“The plan is to sell ‘the American Dream in a bottle,'” Chris Burggraeve, AB InBev’s CMO told the magazine.
Although AB InBev already dominates the Brazilian market with its other brands, like Skol and Brahama, it may be tough — at least initially — to get Brazilians to pay a premium for such a distinctly American brand.
Regardless, it’s smart to introduce the product now, because Budweiser is the official sponsor of the 2014 World Cup in Brazil.
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