Russia
Business Overview
In March 2006, Anheuser-Busch and Heineken Russia announced a licensing agreement to brew, sell and distribute Anheuser-Busch’s flagship brand under the Bud trademark in Russia. The partnership brings Bud to high-end bars and restaurants in major cities including Moscow and St. Petersburg. In 2007, Bud expanded its distribution to the 10 largest Russian cities, making Bud available in 85 percent of the markets where licensed premium, international brands are sold.
Brand
Bud
Brewing
Bud is brewed at the Heineken Brewery LLC in St. Petersburg, where an Anheuser-Busch brewmaster oversees every step of the brewing process.
Key Marketing Activities
Russian Olympic Team Support: In addition to its role as official international beer sponsor of the 2008 Olympic Games in Beijing, Bud is supporting the Russian National Olympic Committee and its athletes. Packaging will feature the Olympic rings to represent Bud’s commitment to the spirit of the Games and Russia’s athletes.
Bud Casual Friday: A radio, print and Internet campaign will position Bud as the first beer to enjoy when the weekend starts. The program includes consumer promotions and sampling events at corporate centers on Friday afternoons.
“Be Yourself” Advertising Campaign: Print and outdoor advertising incorporating the Bud name into the Russian translation of the phrase “Be yourself.”
Super Car and Bike Show: Bud is the official beer sponsor of the Super Car and Bike Show, Russia’s No. 1 rated automotive show held in Moscow in May. The show exhibits Russia’s most innovative cars and bikes and draws many celebrities to its exclusive parties.