ABInBev's UK business has been renamed Budweiser Brewing Group UK&I. The brewing giant said, it is using the “power and recognition of the Budweiser brand” to boost the profile of the company.
“Currently [our] brands have more meaning to consumers lives,” says Tatiana Stadukhina, the company’s Marketing Director of northern Europe. Therefore she wants to elevate the business in the same way Unilever and Procter & Gamble have done, she told Marketing Week last year. Next to Budweiser, AB InBev sells several other strong beer brands in the UK including Stella Artois, Corona, Michelob, Beck's and Boddington.
Paula Lindenberg, who was appointed new UK-President at AB InBev in January, said: "We are a fast-paced, ambitious group that dreams big and we have exciting plans ahead for the UK and Ireland. Through the power and recognition of the Budweiser brand, we want to open ourselves up to working with more partners to achieve our ambitions."
Besides the name change, Lindenberg has outlined five new ambitions, including championing Britain's beer culture, creation of great beers for every occasion, sustainability, creation of a more inclusive working environment and responsible drinking.
Her goals for the short term are: “We are looking forward to making a big impact in the year ahead, working towards brewing our beers with 100% renewable electricity and accelerating our progress towards 20% of our global products being no or low alcohol.”