Budweiser launches major new marketing campaign across the Republic of Ireland


Dublin | 26 August: Budweiser Brewing Group (BBG) has launched a major advertising campaign for the Budweiser brand in the Republic of Ireland, focusing on its superior smooth taste.

Budweiser, the world’s leading alcohol brand1, is crafted using a longer brewing process to create a unique, superior smoothness that won’t hold you back. With a taste and drinkability like no other, Budweiser ambition to brew a perfect American lager is unmatched and claims its rightful place as the king of beers.

The new advertising campaign will run across all major TV stations, TV Players, Youtube and other online channels. The campaign aims to reconnect with younger audiences and renew its relationship with Irish consumers. Budweiser also launched its new brand visual identity which will be rolled out as part of the campaign.

Bottled Budweiser is currently stocked in 97% of Irish pubs and the brand is the fourth biggest lager brand in Ireland. Budweiser is AB InBev’s largest brand in Europe and has a presence in more than 85 countries globally. With a long-storied history as “The King of Beers”, the brand has grown to become one of the largest brands in the world and is growing significantly faster than its major competitors Heineken and Coors. Budweiser is the most valuable alcohol brand globally according to Interbrand’s 2019 Best Global Brands1.

Christophe Jadoul, Marketing Manager Budweiser Europe, BBG Group said:Our new campaign focuses on the unique attributes of Budweiser – a smoother taste which is the result of a longer fermentation process than other lagers. We could brew it quicker, but that would compromise our taste. And kings don’t compromise Alongside our new campaign, Ireland launched Budweiser’s new brand visual identity as from July 1st. Our new modernised pint glasses and redesigned bottles and cans will reflect our unique brand attributes and support our overall “King of Beers” message. We are looking forward to investing in new partnerships and pub activation campaigns across Ireland and reconnecting with our Irish consumers who can appreciate a lager which is carefully crafted for longer to deliver a uniquely smoother taste.”


Media Enquiries: Declan Kearney/Aline Oliveira Tel: +353 1 765 0886/0884 Email: CandCGroup@fticonsulting.com

 About C&C Group plc

C&C Group plc is a leading, vertically integrated, premium drinks company which manufactures, markets and distributes branded beer, cider, wine, spirits, and soft drinks across the UK and Ireland.

  • C&C Group’s portfolio of owned/exclusive brands includes: Bulmers, the leading Irish cider brand; Tennent’s, the leading Scottish beer brand; Magners the premium international cider brand; as well as a range of fast-growing, super-premium and craft ciders and beers, such as Heverlee, Menabrea and Orchard Pig.
  • C&C Group has its own brand and contracts manufacturing/packing operations in Co. Tipperary, Ireland; Glasgow, Scotland; and Vermont, United States, where it manufactures Woodchuck, a leading craft cider brand in the United States.
  • C&C Group is the No.#1 drinks distributor to the UK and Ireland hospitality sectors. Operating under the Matthew Clark, Bibendum, Tennent’s and C&C Gleeson brands, the C&C Group supplies over 35,000 pubs, bars, restaurants and hotels, and is a key route-to-market for major international beverage companies.
  • C&C Group also has a minority investment in the Admiral Taverns tenanted pub group, which owns over 1,000 pubs across England and Wales and exports its Magners and Tennent’s brands to over 60 countries worldwide.

About Budweiser Brewing Group UK&I 

Budweiser Brewing Group UK&I is the trading name of AB InBev UK Limited, a subsidiary of Anheuser-Busch InBev, a publicly-traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). Budweiser Brewing Group UK&I remains a proud part of AB InBev globally. In the UK, Budweiser Brewing Group employs 1,000 people in our three breweries in Magor, South Wales, Samlesbury, Lancashire and Enfield, North London and in our local headquarters in Central London.

We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Bud Light®, Michelob Ultra®, Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®.