AB INBEV LAUNCHES BUDWEISER, OFFICIAL SPONSOR OF THE 2018 FIFA WORLD CUP™, IN SOUTH AFRICA

Budweiser, one of the world’s most iconic beers is now being brewed in South Africa at SAB’s Rosslyn Brewery, outside of Pretoria.

“We are tremendously excited that South Africans are now able to enjoy this beer; a true global icon, and one of the most value beer brands in the world, distributed in 73 countries and now including South Africa,” says Alastair Hewitt, Brand Director for Budweiser at SAB and AB InBev Africa.

“Budweiser is a brand full of energy and it thrives in the world’s great cities. It is a brand that stands out in the crowd and embodies the ambition and contagious energy of cosmopolitan locations and people across the planet. Whether it be the energy ignited at a music festival or through the excitement of sporting events, Budweiser champions our dream to bring people together for a better world.”

As a high energy brand, Budweiser is found in celebration and parties all around the world. Brewed longer for a smoother taste, it is a beer that won’t hold you back. An inspirational brand that feels larger than life and flourishes on the international stage.

The arrival of Budweiser in South Africa could not come at a better time, as the brand takes up its 32nd year as the official, and therefore exclusive, beer of the 2018 FIFA World Cup.

“As a company, our dream is to bring people together for a better world and there is no other event on the planet that brings this many people together and united them around a shared passion,” says Hewitt.

This week, AB InBev unveiled its new global campaign, “Light Up the FIFA World Cup™,” which encapsulates the unparalleled euphoric energy of the world’s biggest sporting event and Budweiser’s passion for energizing fans as they watch and celebrate their favorite players, moments and teams throughout the tournament. Major highlights of the campaign include global advertising featuring the largest beer delivery to date, the deployment of eight million noise-activated Red Light Cups that light up in response to fan cheering, and a variety of integrated experiential, digital and social programs launching in more than 50 countries.

As the most watched sporting event on the planet, the FIFA World Cup™ is the ultimate opportunity for Budweiser to connect with billions of passionate football fans globally. The campaign is the largest in AB InBev’s history, and it demonstrates how the company is bringing together fans from around the world over beer and their shared passion for football. The campaign captures the celebratory, upbeat and premium experience of the Budweiser brand and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup™.”

Budweiser has several exciting activities planned for the South African market during the FIFA World Cup™ to ensure that South Africans feel part of the festivities throughout the tournament.

“Although South Africa didn’t qualify to take part in the tournament, we remain passionate about the sport – which is why Budweiser takes great pride in making sure South African fans will be able to watch all 64 fixtures, plus events leading to the run up of the tournament, on DStv and SABC channels. As platinum sponsor, we’re pleased to give our local fans a chance to get behind African teams,” says Hewitt.

A limited number of noise-activated Red Light Cups will be available in South Africa.

South Africans will be able to toast each match in limited edition, collectable aluminium 473ml bottle released especially for the FIFA World Cup™.

At stadiums in Johannesburg, Pretoria, Bloemfontein, Cape Town, Port Elizabeth, Durban, Mpumalanga and Polokwane, Budweiser will team up with Metro FM to host parties where guests will have the opportunity to win one FIFA World Cup™ ticket.

The brand is also giving South Africans a chance to win 30 tickets to the games in Russia when they purchase 330ml or 660ml Budweiser bottle. And, R2 million in air time up for grabs if you purchase a 660ml bottle.

Budweiser will be teaming up with Hisense and Adidas to host Fanfests in Johannesburg and Cape Town, while fans in Polokwane and Durban can join in the fun at special Budweiser Hotel Events. Added to this, there will be a number of promoter events hosted at various outlets around the country.

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