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☆ The ‘first’ post-Covid Olympics are exciting sponsors. Fans? Not so much
▼ + stars: | 2024-07-19 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +10 min

In a first, Anheuser-Bush InBev is the beer sponsor for the Olympic games with a non-alcoholic brew taking the torch. “If you think about the Olympics … it’s about travel, dining, culture, excitement, community.”All of those things meet every four years at the Olympics, which brings together millions of fans and thousands of athletes. Paris, a city known for its opulence, plays host this year to the first post-Covid games without any crowd restrictions for the first time in six years. (Both the summer games in Tokyo 2021 and 2022 winter games in Beijing either barred or limited spectators or visitors.) Even the most recent summer games, held in 2021 Tokyo and that barred spectators at the events, registered a 20% increase.

Persons: Chase, it’s, Sam Palmer, Chase Sapphire, Alexandre III, Olympia De Maismont, ”, Louis Vuitton, Yannick Allen, Taylor Swift, Vincent Koebel, ” Carolyn Addison, Maja Hitij, De Maismont, Paul Caine, ” Caine, “ It’s, Emmanuel Macron, Yoan, Roland Garros, Caine, there’s, “, Corona, Kenzo Tribouillard, Cero, Marcel Marcondes, ” Chase’s Palmer Organizations: New, New York CNN, Sapphire Reserve, Omega, Anheuser, Bush InBev, Getty, Sapphire, CNN, Paris, Paris Olympic Games, Raffles, Southern Hemisphere, Delta Air Lines, Team USA, Air, Hotel de Ville, Eiffel, Michelin, luxe, International Olympic Committee, Busch InBev, Corona, ” Anheuser, ” Locations: New York, Paris, AFP, Tokyo, Beijing, France, Tuileries, Provence, Nice, Rio de Janeiro, Accor, Rio, Air France, Hotel de, Tahiti, French, United States

☆ Brewers like Samuel Adams and AB InBev are shifting ad dollars to non-alcoholic beer as Americans cut back on drinking
▼ + stars: | 2024-02-06 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

It's shifting dollars away from its flagship brand, Boston Lager, to the non-alcoholic category, she added. Alcohol drinkers are opting for non-alcoholic beers on more occasions, such as at lunchtime or as a "chaser" between alcoholic drinks on a night out, experts said. Better margins, newer opportunitiesWhile non-alcoholic beers still only represent a small proportion of the total amount of beer sold, brewers can sell non-alcoholic beers at a higher margin, because they are often priced at a premium and avoid excise duty. The deal, announced earlier this year and which makes AB InBev a Worldwide Olympic Partner through to Los Angeles in 2028, marks the first time a beer brand has sponsored the Games. "This is an opportunity to strengthen beer as a category and as the category of moderation," said AB InBev CMO Marcel Marcondes.

Persons: —, Samuel Adams, Samuel Adams's, Samuel Adams Samuel Adams, Lauren Price, Price, It's, Sofia Colucci, Max Verstappen, Corona, Marcel Marcondes, Alan Miles Organizations: Service, Business, Boston, Molson Coors CMO, North America, Molson Coors, Miller, Team Ferrari, Red Bull, Heineken, Corona Cero, Anheuser, Busch, InBev, Games Locations: Boston, It's, American, Los Angeles

☆ Olympic sponsorship deal with beer company AB InBev criticized as ‘cynical’ and ‘an odd pairing’
▼ + stars: | 2024-01-31 | by ( George Ramsay | ) edition.cnn.com time to read: +10 min

In a room crowded with people in suits, the sponsorship deal with brewing giant AB InBev was met with beaming smiles and the clinking of beer bottles by many of those in attendance. AB InBev is the latest company to participate in The Olympic Partner (TOP) program – the highest level of Olympic sponsorship – alongside the likes of Coca-Cola, Visa and Deloitte. AB InBev said that it would not reveal the cost of its deal with the IOC. Stuart C. Wilson/Getty Images for AB InBevThe IOC and AB InBev see the deal as part of a wider market demand for non-alcoholic drinks which, despite being in circulation for decades, have had a recent surge in popularity. Some brands have found ways to navigate France’s restrictive laws when it comes to alcohol advertising.

Persons: Thomas Bach gushed, ” Bach, ”, ” Andrew Misell, Kin Cheung, Sportcal, Michel Doukeris, Thomas Bach, Stuart C, Wilson, Molson Coors, ” Marcel Marcondes, “ Corona Cero, Marcondes, Bach, Garde, ” Ian Gilmore, “ Corona, ” Alex Barker, ” Barker, Xavier Laine Organizations: CNN, Olympic Committee, InBev, IOC, Corona, Cortina, Alcohol, CNN Sport, Cola, Visa, Deloitte, Health, WHO, Centers for Disease Control, University of Liverpool, ”, Getty, AB InBev, Heineken, Molson, Games, Alcohol Health Alliance, University of Derby, rugby’s, Nations, Guinness, Stade de France, French rugby, Wales, TOP Locations: London, Corona Cero, Paris, Milan, Los Angeles, Tokyo, Corona, Garde

☆ The Olympics tap its first-ever beer sponsor
▼ + stars: | 2024-01-12 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +3 min

New York CNN —Bud Light brewer Anheuser-Busch InBev is becoming the first-ever beer sponsor for the next three Olympics and Paralympic Games — with a non-alcoholic brand taking the torch. The deal will cover the upcoming Summer Games in Paris, the Milan Winter Games in 2026, and the 2028 Summer Games in Los Angeles, which will be the first Summer Olympics to be held in the US in about three decades. Prior to this, the Olympics never had a global beer sponsorship, but local organizing committees had enlisted beer brands in the past. “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level,” said AB InBev CEO Michel Doukeris in a statement. Global sales of non-alcoholic beer have been soaring in recent years as drinkers embrace moderation with alcohol.

Persons: Bud, Corona, “, ”, Michel Doukeris, isn’t, Marcel Marcondes, ” Doukeris, CNN’s George Ramsay Organizations: New, New York CNN, Bud Light, Anheuser, Busch InBev, Paralympic, InBev, Olympic, Milan Winter Games, Asahi Breweries, Olympics, Corona Cero, Modelo, Constellation Brands, Corona, ”, CNN, Team USA, Budweiser Locations: New York, Paris, Los Angeles, Tokyo, Spain, Germany, Europe, Mexico

☆ Here’s how Bud Light became the latest corporate bogeyman for Ron DeSantis
▼ + stars: | 2023-07-21 | by ( Danielle Wiener-Bronner | ) edition.cnn.com time to read: +10 min

Partnering with a young, popular trans woman could help a brand like Bud Light reach a more youthful demographic. But because Bud Light managed to alienate everyone, it hasn’t gotten the benefit of a buycott. In the week ending on July 8, Bud Light sales, by dollar, fell nearly 24% year-over-year, according to data provided by Williams. Others are more breezy, showing people enjoying Bud Light despite the inconveniences of summer (sunburn, thunderstorm). Bud Light is “coming back,” said Marcel Marcondes, AB InBev’s chief marketing officer, during the Cannes Lions International Festival of Creativity in June.

Persons: Ron DeSantis, Bud Light, influencer Dylan Mulvaney, Bud, BUD, “, Mulvaney, Lamar Taylor, “ prudently, DeSantis, Taylor, Scott Olson, Bud Light’s, Dylan Mulvaney, Anheuser Bush, — Anheuser, Brendan Whitworth, ”, LIV, Rob Carr, buycotts, hasn’t, Bump Williams, Williams, Busch, Whitworth, ” Whitworth, Marcel Marcondes, ” Daniel Korschun, ” Korschun, Erin Reed, Elon Musk, he’s Organizations: New, New York CNN, Florida Gov, Republican, Bud Light, Anheuser, Busch InBev, State Board of Administration, AB InBev, CNN, Busch, “ Anheuser, Gallup, — Anheuser Busch’s, America, Trump National Golf Club, Modelo Especial, InBev’s, Cannes Lions International, Creativity, Drexel University, InBev, Republicans, Target, Twitter, Tesla, Disney Locations: New York, Florida, Sterling , Virginia, Central Florida

☆ Anheuser-Busch hopes new ads will change the Bud Light conversation
▼ + stars: | 2023-06-28 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +4 min

Distributors are also facing financial difficulty because of a sharp decrease in Bud Light sales. Two marketing executives, Alissa Heinerscheid of Bud Light and Daniel Blake of A-B, have taken leaves of absences. In May, Mexican lager Modelo Especial dethroned Bud Light as America’s top-selling beer, a title that Bud had largely held for more than two decades. Bud Light sales plunged 24% during the four weeks ending June 3, according to NIQ data provided to consulting firm Bump Williams. Bud Light, however, remains the country’s top-selling beer so far this year.

Persons: Bud Light, “, influencer Dylan Mulvaney, Mulvaney, Brendan Whitworth, Alissa, Daniel Blake of, ”, Whitworth, Marcel Marcondes, ” Marcondes, Bud, Bump Williams Organizations: New, New York CNN, Anheuser, Distributors, Bud Light, Beer Business, Busch, Bud, NFL, Human, Cannes Lions International, Modelo Especial Locations: New York, Houston, Jonesboro , Arkansas

☆ Bud Light rolls out new ad following the Dylan Mulvaney controversy
▼ + stars: | 2023-06-22 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +4 min

New York CNN —Bud Light is trying to revive its slumping brand with a new marketing campaign aimed at – appropriately – overcoming adversity. It shows people enjoying Bud Light despite facing some of summer’s biggest pain points, like sunburn or a sudden thunderstorm during a cook out. Bud Light | Easy to SummerThe new ad is a continuation of its “Easy to Drink, Easy to Enjoy” that made its debut during this year’s Super Bowl. That spot featured actor Miles Teller and his wife Keleigh Sperry dancing and relaxing at home with a Bud Light. Bud Light sales plunged 24% during the four weeks ending June 3, according to NIQ data provided to consulting firm Bump Williams.

Persons: Bud Light, Dylan, Bud, Bud Light’s, ’ backyards, Travis Kelce, Dak, It’s, Miles Teller, Keleigh Sperry, Alissa Heinerscheid, Todd Allen, Brendan Whitworth, ”, Marcel Marcondes, “, ” Marcondes, Bump Williams Organizations: New, New York CNN, YouTube, NFL, Anheuser, Busch, CNN, Busch InBev, Human, Cannes Lions International, Modelo Especial Locations: New York, Dak Prescott, Mulvaney

☆ Boycotts rarely work — but anti-LGBTQ+ backlash is forcing companies into tough choices
▼ + stars: | 2023-06-22 | by ( Stefan Sykes | ) www.cnbc.com time to read: +11 min

For companies like Target and Disney, it is unclear if boycotts will hit sales. The company said it has not changed any policy on decorations and is encouraging stores to celebrate Pride Month. Despite the mounting headlines and sustained criticism of Bud Light, corporate boycotts are "overstated," and those offended by campaigns tied to Pride Month are in the "minority," Ellis said. Bud Light appears to be an outlierIn April, the brewer ran a March Madness promotion with trans influencer Dylan Mulvaney, who shared a customized Bud Light can on Instagram. Justin Sullivan | Getty ImagesIt isn't just Bud Light — brands across the board are facing calls to boycott their goods or services.

Persons: Gene Kim, Bud Light, Anson Frericks, Starbucks baristas, Sarah Kate Ellis, Ellis, Dylan Mulvaney, Brendan Whitworth, — Alissa Heinerscheid, Daniel Blake —, Bump Williams, Busch, Frericks, Bud, Marcel Marcondes, Marcondes, Justin Sullivan, Jack Daniel's, Lawrence Glickman, Glickman, baristas, hasn't, Disney isn't, Ron DeSantis, Lindsey Roeschke, Brayden King, King, David Cliff, Nurphoto Organizations: Anheuser, Busch, Target, Disney, Starbucks, Pride Month, Target's, Pride, GLAAD, Mulvaney, CNBC, Gay, Chamber, Commerce, Cannes Lions International, Creativity, Brands, Kohl's, Nike, Adidas, Ford, Associated Press, American Studies, Cornell University, Consumer, Walt Disney Co, Florida Gov, Brand Intelligence, Morning, Northwestern University, Getty Locations: U.S, America, San Francisco , California, Oklahoma, Florida

☆ Bud Light boycott is the talk of the town at the prestigious Cannes Lions ad festival
▼ + stars: | 2023-06-22 | by ( Karen Gilchrist | ) www.cnbc.com time to read: +3 min

Mike Moore | Getty Images Entertainment | Getty ImagesBud Light's ill-fated Dylan Mulvaney collaboration dominated conversations among marketers gathered in southern France for the Cannes Lions advertising festival this week. But according to Sarah Kate Ellis, president and CEO of LGBTQ+ rights organization GLAAD, Bud Light's lack of engagement did exactly that. "What Bud Light did was they had a trigger response and they ended up alienating everyone," Ellis told CNBC's Tania Bryer Wednesday. In May, Bud Light lost its top spot in the U.S. beer market, falling behind Constellation Brands' Modelo after sales slumped 24.6% year over year. A 'wake-up call'AB InBev's chief global marketing officer, Marcel Marcondes, said Monday that the months-long Bud Light boycott had been a wake-up call for the company.

Persons: influencer Dylan Mulvaney, Mike Moore, Bud Light's, Dylan, influencer Mulvaney, Brendan Whitworth, Sarah Kate Ellis, Bud Light, Ellis, CNBC's Tania Bryer, we're, David Droga, Droga, Andrew Clarke, Mars Wrigley, Clarke, Marcel Marcondes Organizations: Getty, Cannes Lions, Anheuser, Busch InBev, InBev's North, U.S, Constellation Brands, Modelo, Accenture, Brands, InBev's, Light, Deutsche Bank Locations: France, Cannes, U.S

☆ Bud Light is 'coming back' but controversy is an 'important wake-up call,' Anheuser-Busch exec says
▼ + stars: | 2023-06-20 | by ( Matthew Egan | ) edition.cnn.com time to read: +1 min

New York CNN —Anheuser-Busch InBev’s top marketing executive is speaking out following a monthslong boycott of Bud Light that has cost the brand its title as America’s top-selling beer. Bud Light sales have tumbled since the company’s partnership with transgender influencer Dylan Mulvaney sparked an anti-trans backlash and calls for a boycott. Last month, Mexican lager Modelo Especial dethroned Bud Light as America’s top-selling beer, a title the brand held for more than two decades. Bud Light sales plunged 24% during the four weeks ending June 3, according to NIQ data provided to consulting firm Bump Williams. Marcondes struck an optimistic tone about Bud Light and said the brand will begin to go around the country to reconnect with consumers.

Persons: New York CNN —, Bud Light, ”, Marcel Marcondes, Bud, influencer Dylan Mulvaney, ” Marcondes, Busch, Adweek, Camilla Lambert, Bump Williams, Marcondes, “ It’s Organizations: New, New York CNN, New York CNN — Anheuser, Busch, Anheuser, Cannes Lions International, Creativity, CNN, Modelo Especial Locations: New York

☆ How Budweiser Tackled a Beer-Free World Cup
▼ + stars: | 2023-02-09 | by ( Katie Deighton | ) www.wsj.com time to read: +9 min

In the end, the brewer found a way to navigate the World Cup beer-free and roll with the media attention that the alcohol ban generated. Soccer’s 2022 FIFA World Cup in Qatar ran from Nov. 20 to Dec. 18. World Cup sponsors Kia and Adidas similarly maintained their reputational scores, according to the Morning Consult data. Budweiser doesn’t pay a reported $75 million for the official beer sponsorship of the World Cup just to serve beer at stadiums. But the ban on alcoholic Budweiser undermined the impetus for being at the World Cup, Mr. Marcondes said.

☆ Budweiser Will Promote Its Alcohol-Free Beer at World Cup in Qatar
▼ + stars: | 2022-09-15 | by ( Katie Deighton | ) www.wsj.com time to read: +5 min

Budweiser is promoting its alcohol-free lager at the upcoming soccer World Cup in Qatar, balancing its role as the official beer of the event with the strict regulations on the sale and consumption of alcohol in the predominantly Muslim host nation. FIFA announced last month that it has so far sold 2.45 million World Cup tickets out of a possible 3 million. The brand said it plans to roll out localized ads and digital content in 70 countries as part of its World Cup marketing plans. It will also distribute more than 1 billion limited-edition bottles of Budweiser, each featuring a unique QR code linking to a competition to win free prizes including beer and World Cup tickets. And Anheuser-Busch InBev will use its World Cup sponsorship to promote the introduction of its direct-to-consumer e-commerce website and app TaDa, starting with 10 markets in Latin America, Mr. Marcondes said.

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