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CASTLE MALTING NEWS in partnership with www.e-malt.com
14 May, 2018



Brewing news South Africa: Budweiser beer is now brewed in South Africa

Budweiser, one of the world’s most iconic beers, is now being brewed in South Africa at SAB’s Rosslyn Brewery, outside of Pretoria, the Media Update reported on May 14.

"We are tremendously excited that South Africans are now able to enjoy this beer. A true global icon, and one of the most valuable beer brands in the world, Budweiser is distributed in 73 countries, including South Africa," says Alastair Hewitt, brand director for Budweiser at SAB and AB InBev Africa.

Hewitt adds, "Budweiser is a brand that's full of energy, and it thrives in the world’s great cities. It is a brand that stands out in the crowd and embodies the ambition and contagious energy of cosmopolitan locations and people across the planet."

"Whether it be the energy ignited at a music festival or through the excitement of sporting events, Budweiser champions our dream to bring people together for a better world," says Hewitt.

According to SAB and AB InBev, the arrival of Budweiser in South Africa could not come at a better time, as the brand takes up its 32nd year as the official beer of the 2018 FIFA World Cup.

"As a company, our dream is to bring people together for a better world. Therefore, there is no other event on the planet that brings this many people together and unites them around a shared passion," says Hewitt.

AB InBev unveiled its new global campaign, 'Light Up the FIFA World Cup™', which aims to encapsulate the energy of the sporting event and Budweiser’s passion for energising audiences as they watch and celebrate their favourite players, moments and teams throughout the tournament.

Highlights of the campaign include global advertising featuring the largest beer delivery to date, the deployment of eight million noise-activated Red Light Cups that light up in response to fan cheering, and a variety of integrated, experiential, digital and social programmes launching in more than 50 countries.

The campaign AB InBev’s largest to date, and aims to demonstrate how the company is bringing together audiences from around the world over beer and their shared passion for football.

The campaign also aims to capture the celebratory, upbeat and premium experience of the Budweiser brand.

Budweiser has several activities planned for the South African market during the FIFA World Cup™, aiming to ensure that South Africans feel part of the festivities throughout the tournament.

"Although South Africa didn’t qualify to take part in the tournament, we remain passionate about the sport, which is why Budweiser takes great pride in making sure South African fans will be able to watch all 64 fixtures, plus events, leading to the run-up of the tournament on DStv and SABC channels. As a platinum sponsor, we’re pleased to give our local fans a chance to get behind African teams," adds Hewitt.

A limited number of noise-activated Red Light Cups will be available in South Africa. South Africans will be given the opportunity to toast each match in limited edition, collectable aluminium 473ml bottle released especially for the FIFA World Cup™.

At stadiums in Johannesburg, Pretoria, Bloemfontein, Cape Town, Port Elizabeth, Durban, Mpumalanga and Polokwane, Budweiser will team up with Metro FM to host parties where guests will have the opportunity to win one FIFA World Cup™ ticket.

The brand is also giving South Africans a chance to win 30 tickets to the games in Russia when they purchase 330ml or 660ml Budweiser bottle. In addition, two-million Rand's worth of airtime is up for grabs if individuals purchase a 660ml bottle.

Budweiser will be teaming up with Hisense and Adidas to host Fanfests in Johannesburg and Cape Town, while individuals in Polokwane and Durban can join in at special Budweiser Hotel Events. There will also be a number of promoter events hosted at various outlets around the country.





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