Argentina
Business Overview
Since December 1995, Anheuser-Busch has had a strategic alliance with leading Chilean brewer Compañía Cervecerías Unidas S.A. (CCU) to brew and market Anheuser-Busch brands in Argentina through the CCU-Argentina subsidiary. Anheuser-Busch owns an 8 percent stake in CCU-Argentina.
In 2007, Budweiser experienced double-digit sales growth in Argentina for the sixth consecutive year.
Brands
Budweiser and Budweiser Select
Brewing
Budweiser is brewed locally at CCU’s Santa Fe brewery, where an Anheuser-Busch brewmaster oversees every step of the brewing process. Budweiser Select is available as an import.
Key Marketing Activities
“Bud Expressions” Advertising Campaign: In 2007, Budweiser launched an advertising campaign reinforcing one of the brand’s main attributes – its smooth, refreshing taste. In the commercials, the characters replace the phrase, “Give me a Budweiser,” with a variety of humorous expressions. As long as they touch their throats to communicate the beer’s cool, refreshing quality, the bartender hands them a Budweiser, regardless of what they actually say.
TyC Sports: Budweiser signed an agreement with TyC Sports, the most-popular television sports network in Argentina, to advertise during the station’s football broadcasts.
Urban Nights: A variety of music and fashion events are planned each year for contemporary young adults in trendy bars and clubs in Buenos Aires, Córdoba and Rosario. Much Music, a popular Latin American music television station, broadcasts the events. Through a partnership with Sony BMG, Budweiser launched “Budweiser Urban Nights,” a CD featuring popular hip hop, funk and soul artists.
40 Years of Rock, 40 Years of Rolling Stone: In October 2007, Budweiser and Rolling Stone magazine partnered to hold an exclusive event in Córdoba celebrating outstanding moments in the past 40 years of rock and roll.