After two failed attempts, AB InBev is preparing once again to bring its flagship brand Budweiser back to Germany, according to inside-getraenke. The rollout is scheduled no later than February 2026, timed to benefit from the FIFA World Cup in North America. The tournament, combined with German fans’ growing interest in US sports such as American football, where Bud is a major sponsor, is seen as a favorable launchpad.
The history of the American Budweiser brand in Germany has been marked by two major mishaps.
In 2006, during the Football World Cup in Germany, Anheuser-Busch introduced the beer under the name Anheuser-Busch Bud, since the Budweiser name is owned in Europe by the Czech state-owned brewery Budějovický Budvar. The short form Bud, used in many other markets by AB In Bev, was also unavailable in Germany due to its similarity with Bit, the brand name of Bitburger, a well-known national beer brand in Germany. An agreement with Bitburger allowed the use of the awkward name Anheuser-Busch Bud. However, the brand failed to gain traction, and three years later, the German importer Sonnencreative went bankrupt, causing Bud to disappear completely from the German market.
In 2019, AB InBev tried again, again under the name Anheuser-Busch Bud. This time, the company set aside a EUR 10 million budget, secured listings with major German wholesalers, and even produced a new advertising campaign. But unlike in 2006, AB InBev failed to secure a renewed agreement with Bitburger, which was essential due to the name issue. Despite being fully prepared, the launch was canceled at the very last minute, coinciding with management changes at AB InBev (inside.beer, 30.12.2019).
Now, inside-getraenke reports that AB InBev has “legally checked everything” and sees no further obstacles. Plans include selling Bud—or however the brand will ultimately be called—in 0.33 L returnable bottles, with production likely to be handled at AB InBev’s own German production site in Wernigerode (Hasseröder), where AB InBev already produces about 400,000 hl of „Mexican“ Corona beer annually.
Nevertheless, market experts remain cautious. The German beer market is highly competitive, and consumers are strongly attached to domestic premium brands. Even if Bud benefits from international exposure and sports sponsorship, its long-term success in Germany will depend on sustained marketing and consumer acceptance.
