Mexico
Business Overview
In July 1989, Anheuser-Busch entered an import and distribution agreement with Grupo Modelo, México’s leading brewer. Since then, Budweiser and Bud Light significantly have expanded their geographical reaches and now are available in about 80 percent of the cities and represent 47 percent of the import segment.
Anheuser-Busch has a 50 percent equity stake in Grupo Modelo. The original investment of $1.6 billion in January 1993 is today worth approximately $10 billion. The partnership is the largest contributor to Anheuser-Busch’s international profits.
Brands
Budweiser, Bud Light and O’Doul’s Amber
Brewing
Anheuser-Busch beer brands sold in México are brewed at the Anheuser-Busch breweries in Los Angeles, Calif. and Houston, Texas.
Key Marketing Activities
Indie Bud Tour: The Indie Bud Tour brings emerging bands to venues in México City and Guadalajara in the fall of 2008.
Sports Marketing: Consumer promotions will leverage Budweiser’s role as the official international beer sponsor of the 2008 Olympic Games in Beijing, China and Bud Light’s sponsorship of the National Basketball Association.
Bud Light Front Row: Bud Light Front Row events are private parties in unique, stylish venues, popular among contemporary adults.
D’Reven: The program includes several special event teams that help bring “the party” to adult consumers during events in bars and clubs across México.