Budweiser will be giving away eight million Red Light Cups – noise activated cups which light up as fans celebrate – in more than 50 countries, as part of its biggest-ever integrated campaign, celebrating its sponsorship of the FIFA World Cup 2018.

The marketing activity kicked off this week in more than 50 countries, with the unveiling of the beer brand’s new global advertising campaign, “Light Up the FIFA World Cup”, featuring drones delivering Budweiser to fans around the world. The TV ad goes live in the UK on May 13th during the football Premier League Final.

Every beer at official 2018 FIFA World Cup stadiums will be served in a Budweiser Red Light Cup. For fans in the UK, the Red Light Cups will be given away at Budweiser viewing parties and events, and in special Budweiser packs in ASDA stores nationwide, as well as being available via on-pack competitions.

In the UK, Budweiser’s “Light Up the FIFA World Cup” will have a significant TV presence through Budweiser’s partnership with ITV, which has exclusive broadcast rights to half of all FIFA World Cup games, including the opening match on June 14th, and England’s final group game against Belgium. Through this, Budweiser will have direct TV ad presence in and around the live games, driving prime brand association with the tournament.

The ad shows thousands of drones carry bottles of the FIFA World Cup tournament’s Official Beer from its brewery in St. Louis, Missouri, where Budweiser has been brewed since 1876. The journey of the drones comes to an end when bottles of Budweiser are delivered directly into the hands of spectators across the globe; the UK’s footage shows football fans celebrating in the local pub, since current UK law bans alcohol from being consumed in stadia.

Brian Perkins, VP Global Marketing at Budweiser, said: “As the most watched sporting event on the planet, the FIFA World Cup is the ultimate opportunity for Budweiser, the world’s most enjoyed beer, to connect with billions of passionate football fans globally. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over a beer and their shared passion for football… [it] 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.”

In the UK, Budweiser will be deploying a Chatbot –named the Bud Bot – to provide the ultimate FIFA World Cup guide for the UK’s football fans, driving meaningful relationships between consumers and Budweiser over the course of the tournament.

The Bud Bot will create a hub for avid football fans, offering a platform to vote for the official Man of the Match and enter once-in-a-lifetime competitions, signposting Budweiser-stocking bars and stores, and offering home deliveries of Budweiser to enjoy while watching games.

As part of celebrating euphoric moments on and off the pitch for the tournament, Budweiser has created the Bud Boat, which will be cruising down London’s River Thames hosting screening parties, DJs, bars and more. Fans are being invited to apply for tickets for the boat.

Sascha Cordes, Senior Brand Manager at Budweiser UK, observes: “Football, the beautiful game, is more than just a sport – and the 2018 FIFA World Cup is more than just an event. It’s an epic global party that promises to bring not just the nation, but the world together. We’ve been more ambitious than ever with our ‘Light Up the FIFA World Cup 2018’ campaign and want to celebrate the unrivalled energy of our football fans with unmissable experiences and surprises throughout. We can’t wait to get the celebration started!”

Fans can engage with the “Light Up the FIFA World Cup” campaign through Budweiser’s social channels. Twitter: @BudweiserUK, Instagram: @budweiser, Facebook: @BudweiserUK or https://www.budweiser.co.uk/.

Budweiser has a strong commitment to football globally, having served as official beer sponsor of the FIFA World Cup for over 25 years. It has an ongoing commitment through the 2018 and 2022 tournaments.

While Budweiser will serve as the official beer of the 2018 FIFA World Cup Russia, Anheuser-Busch InBev will leverage its high-quality portfolio of beers around the world by once again extending local sponsorship rights to its leading brands in select football markets, including, but not limited to, Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia), Hasseröder (Germany) and Beck’s (Italy), among others.

Anheuser-Busch InBev, which owns the Budweiser brand, is a publicly traded company based in Belgium with 2017 sales of $56.4 billion. It has a diverse portfolio of well over 500 beer brands includes global brands Budweiser, Corona and Stella Artois; multi-country brands Beck’s, Castle, Castle Lite, Hoegaarden and Leffe; and local champions such as Aguila, Antarctica, Bud Light, Brahma, Cass, Chernigivske, Cristal, Harbin, Jupiler, Klinskoye, Michelob Ultra, Modelo Especial, Quilmes, Victoria, Sedrin, Sibirskaya Korona and Skol. Its brewing heritage dates back more than 600 years.

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No alcohol beer Budweiser Prohibition has teamed up with Love Island star and personal trainer, Gabby Allen, to unveil a fleet of ‘beer floats’ that will travel the country giving away free Budweiser Prohibition Brew to UK consumers and help them ‘drink smart’ throughout 2018.

The campaign is part of AB InBev’s UK launch of Budweiser Prohibition Brew, the brand’s first alcohol-free beer.

To complement the partnership with Allen and the sampling push, Budweiser is also partnering with Time Out to raise awareness of the new Prohibition Brew and give a helping hand to consumers looking to moderate their drinking this January.

The partnership included a four-page cover wrap on the Tuesday 16th January issue, as well as the distribution of 50,000 product samples with each magazine at key stations across the capital, such as London Victoria, London Paddington, London Bridge and Liverpool Street. An additional 30,000 samples were distributed on the evening of Thursday 18^th January, targeting commuters as they started planning their weekends, who might be tempted to break their alcohol-free resolution.

Time Out has produced a digital hub, which will house content about the alcohol-free beer and advise Londoners on how they can make the most of going out with friends while moderating their alcohol consumption.

Budweiser Prohibition Brew is also working with street food operators Street Feast. Until 3^rd February, Dinerama Shoreditch and Giant Robot Canary Wharf will host the first-ever Budweiser Prohibition taste test, where people will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew – with winners receiving their next Bud for free.

The Budweiser Prohibition Brew campaign is being supported by an Out Of Home advertising campaign, as well as digital and social content across Facebook, Instagram and YouTube. These elements will focus on Budweiser Prohibition Brew’s great taste, and show consumers that they can still enjoy a beer with friends if they choose not to drink. The social activity will lead consumers to the campaign micro-site, www.budprohibition.com, where they can sign up for a free can of Budweiser Prohibition, redeemable at Tesco.

AB InBev worked with content agency The Story Lab for the partnership with Time Out, while social creative is being handled by Elvis. Anomaly is handling the OOH creative, and the nationwide sampling campaign and the partnership with Gabby Allen is being handled by PR agency 3 Monkeys Zeno.

Sascha Cordes, Senior Brand Manager Budweiser, says: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first ever alcohol-free beer, and even more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond. People today are increasingly drinking less alcohol, as part of the broader healthy-living trend. In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”

In the first two weeks of January alone, Hitwise data suggests searches for “alcohol free beer” increased 171% – but the data also suggests that consumers are finding it hard to stick to their resolutions, with recent searches tailing off.

AB InBev UK research reveals that, as a nation, Britons are definitely drinking less alcohol – a trend that is being driven by millennials – with the low and no-alcohol beer category growing 19.5% in the UK over the past year.

Budweiser Prohibition is the latest beer in AB InBev’s low- and no-alcohol portfolio in the UK, which already includes the market-leading alcohol-free beer Beck’s Blue and Bud Light, brewed to 3.5% ABV.

The expansion of the low- and no-alcohol portfolio is part of AB InBev’s Global Smart Drinking Goals, which includes a pledge that 20% of its global beer volumes will be low-to-no alcohol by 2025, alongside deeper investments in programs that measurably shift social norms and behaviors around the harmful use of alcohol.

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AB InBev, the world’s biggest beer company, has been supporting its new alcohol-free beer, Budweiser Prohibition, with a UK anti-drink drive digital and Out Of Home campaign, plus a sampling drive through Tesco.

A major ad campaign centres on people getting home safely for Christmas. The global beer brand is supporting the Department for Transport (DfT) for its THINK! Christmas campaign, designed to tackle drink driving.

The OOH ads and the digital push run until December 31st 2017, delivering a series of festive but pertinent messages encouraging people to make smart drinking choices during the festive period and get home safely for Christmas.

A key part of the campaign is a nationwide giveaway of Budweiser Prohibition, via a digital Budweiser Christmas card from www.budprohibition.com, to be redeemed in Tesco outlets.

Rowan Chidgey, Marketing Manager for Budweiser UK, says: “As an iconic global beer brand, we not only have a responsibility to help fight important issues like drink driving, but also to make it easier for people to make smart drinking choices. We’re really pleased to be supporting THINK! to keep safety front of mind this Christmas and proud to make great products like Budweiser Prohibition, so party-goers can enjoy beer as well as moderation. We’ve put it at the heart of our responsible drinking campaign this year, so as many people as possible can celebrate this Christmas and get home safely.”

The THINK! drink drive campaign coincides with the National Police enforcement campaign, which runs throughout December.

While road casualties caused by drink driving have fallen dramatically in recent years, the latest statistics recorded 5,730 accidents and 8,470 casualties in England and Wales in 2015 due to drink driving.

Road Safety Minister Jesse Norman said: “Thanks to generations of THINK! campaigns, drink driving has become socially unacceptable, with an 88% drop in fatalities over the last three decades. This year’s THINK! campaign builds on that record, working to prevent this devastating behaviour, which puts so many lives at risk.”

This year’s Budweiser campaign is part of AB InBev’s Global Smart Drinking Goals, which seek to reduce the harmful use of alcohol with an investment of one billion dollars across the globe in marketing campaigns to influence social norms and change behaviours – to measurably decrease harmful alcohol use over the next ten years. One of the goals is for 20% of AB InBev’s volumes to be low-to-no alcohol by 2025. Budweiser Prohibition will be a major contributor to this goal as an alcohol-free beer.

AB InBev is a founding member of the UK self-regulatory body for alcohol marketing, the Portman Group, and a major funder of the independent Drinkaware Trust.

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Budweiser is giving New York beer lovers the chance to experience and taste history with the release of its limited-edition 1933 Repeal Reserve Amber Lager.

The recipe behind Repeal Reserve dates back to the pre-Prohibition era when Adolphus Busch created and brewed a special Amber Lager for his friends and local community to enjoy. Due to the onset of Prohibition in 1920, the beer wasn’t distributed widely outside the St. Louis area, but Budweiser is now releasing the historically-inspired recipe across the US to celebrate the Repeal of Prohibition, which took place on December 5^th, 1933.

To promote the new limited-edition 1933 Repeal Reserve Amber Lager, Budweiser is partnering with ride-share app Lyft and unleashing a fleet of vintage cars in Manhattan, New York, tomorrow (Wednesday, October 25^th, 2017).

“We are excited to mark the upcoming holiday season and the anniversary of the repeal of Prohibition with this new brew based on a forgotten recipe,” said Ricardo Marques, vice president, Budweiser. “While Budweiser Repeal Reserve is a great tasting Amber Lager, it also tells the story of an important part of our history and gives reason for celebration.”

As part of the launch, the brand is bringing the Prohibition era to life by unveiling a fleet of antique cars in partnership with Lyft, Budweiser’s preferred safe rides partner. On Wednesday, October 25^th, New Yorkers aged 21 and over will have a chance to enjoy the Bud Vintage Mode and experience a ride in an authentic, vintage car. They can register for the rides by visiting  www.lyft.com/BudVintageMode.

During the specially-designed ride, passengers will cruise through the streets of New York, passing landmarks and neighbourhoods that were integral to Prohibition, while learning about the newly released beer.

“When Budweiser told us they wanted to offer a fleet of vintage cars to launch Repeal Reserve, we knew Lyft was the perfect option to celebrate the new recipe in a stylish and unexpected way,” said Melissa Waters, vice president of marketing, Lyft. “We encourage everyone to make the right choice to drink responsibly and keep our roads safe, and that’s why we continue to team up with Budweiser, a brand that shares the same commitment.”

Budweiser is also partnering with online beer delivery company Drizly, with a special code for $5.00 off their first purchase of 1933 Repeal Reserve, using the code Prohibition.

Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes.

Lyft, founded in 2012, is the fastest-growing ride-share company in the U.S and is available to 95% of the US population.

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Budweiser, the Official Beer of The Emirates FA Cup, made good on its promise to recognise the loyalty and commitment of the fans which delivered the biggest upset in the Third Round of the tournament by giving Plymouth Argyle football fans thousands of free beers in recognition of their team’s feat in securing a draw at Liverpool FC’s home ground, Anfield and the fans’ own dedication – many of them made a 580 mile round trip to cheer their team on.

Budweiser had announced on Thursday January 5th that it would reward the fans of the team, who, against all odds, had an underdog victory or put up the biggest fight in their Third Round match. The beers were to be delivered by FA Cup winner David James.

As a result, David James and Budweiser’s dedicated team were ready with a helicopter to take off from London’s Biggin Hill Airport following the weekend’s football games. The celebratory load of Budweiser was delivered to Plymouth for the supporters to collect on Sunday at Plymouth Argyle’s home ground. More than 10,000 beers were handed out for fans to share around at home.

David James says “The Emirates FA Cup Third Round is one of the most exciting moments of the competition – as anything can happen! And it did this weekend, with Plymouth Argyle doing the incredible and drawing with Liverpool F.C. A real David and Goliath battle. True fans were there to support their team throughout and this activity is a great celebration of this dedication. Plymouth Argyle, this Bud’s for you!”

Steph Okell, Marketing Manager, Budweiser UK, says “We wanted to recognise Plymouth Argyle’s incredible accomplishment at drawing with Liverpool F.C. in the Third Round, and their fans unwavering dedication is an event to remember. When the underdog puts up an extraordinary fight, this is the beer we’ll drink!”

This is not the first time Budweiser has given away free beer to celebrate the success of an underdog team. After the Wales team qualified for the semi-finals of the Euro 2016 football tournament in July 2016, Budweiser offered every adult resident of Wales of legal drinking age a free can of Bud. Consumers could get a voucher from a range of local Welsh newspapers or register for the offer online and download a digital voucher. Vouchers were redeemable at Tesco, One Stop and Co-op stores.

Budweiser is distributed and marketed in the UK by AB InBev UK Ltd, a subsidiary of Anheuser-Busch InBev, based in Leuven, Belgium. AB InBev’s UK portfolio of brands includes global brands Budweiser, Corona and Stella Artois as well as regional brands Beck’s, Leffe and Hoegaarden and UK brands Bass and Boddingtons.

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Budweiser is to reward the fans of the football team which achieves the greatest against-the-odds upset in the Third Round of the FA Cup this weekend with free beer, delivered by a helicopter with FA Cup winner David James on board.

Budweiser, the official beer of The Emirates FA Cup, has put an official Bud Chopper on standby to airdrop a Budweiser beer delivery to fans of The Emirates FA Cup’s lower-league teams which defeat their higher-ranking competitor. If no underdog victories take place, Budweiser will make the executive decision to reward the fans of the team that played the hardest on the pitch, or where the fans’ loyal support came through strongest.

The helicopter will be delivering thousands of bottles of free beer to the hometowns of the teams selected.

On Sunday 8th January from 12.00 (noon), David James and Budweiser’s dedicated team will be ready and waiting to take off from London’s Biggin Hill Airport and make its way to the home stadium of the most successful lower-league team playing in the Third Round. The Bud Chopper’s journey will be covered on Budweiser’s social channels (@BudweiserUK).

FA Cup winner, David James, says “The Third Round is an incredibly exciting and unpredictable stage in The Emirates FA Cup no matter how big your team is or what league you’re in. It’s a privilege to be able to work with Budweiser to reward the commitment and passion of all underdog teams this weekend, and celebrate the unwavering support of football fans across the UK. This Bud’s for you.”

Steph Okell, Marketing Manager, Budweiser UK, says “At Budweiser, we’re proud to be the Official Beer of The Emirates FA Cup, and celebrate great moments of ambition, unwavering belief and commitment. We think celebrating the underdog victories in the Third Round is the ultimate expression of this and is worth raising a Bud to. When the underdog defies all the odds, this is the beer we’ll drink – it’s going to be epic!”

Lucy Roberts-Hartley, The Emirates FA Cup Senior Brand Manager, says: “The Emirates FA Cup competition embodies the idea that anything is possible, with smaller teams being given the opportunity to take on Premier League giants in the Third Round. We are delighted that our partners Budweiser are celebrating the underdogs and their loyal fans over this truly iconic weekend in English football.”

This is not the first time Budweiser has given away free beer to celebrate the success of an underdog team. After the Wales team qualified for the semi-finals of the Euro 2016 football tournament in July 2016, Budweiser offered every adult resident of Wales of legal drinking age a free can of Bud. Consumers could get a voucher from a range of local Welsh newspapers or register for the offer online and download a digital voucher. Vouchers were redeemable at Tesco, One Stop and Co-op stores.

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In its biggest ever UK responsible drinking campaign, Budweiser has launched a partnership with Uber to offer free rides to all its new users throughout December – helping people plan ahead for their Christmas journeys home.

People who sign up to Uber for the first time can get up to £15 off their first journey.

The partnership is part of a wider 360° activation that draws a hard line on drink driving and encourages people to pre-plan their journeys home this Christmas.

The campaign also features the UK television debut of Budweiser’s famous and unorthodox Helen Mirren ad, which featured in the Super Bowl this year. The national TVC stars the Oscar-winning British actress in a 60-second advert, delivering a straight-talking, uncensored and powerful responsible drinking message to UK viewers in a way that only Helen Mirren can – making no excuses for drink drivers.

Budweiser and Uber have also partnered with the Department for Transport, in support of their THINK! Christmas drink driving campaign.

Budweiser’s ad launched across Sky channels and in cinema from 1^st to 31^st December 2016, as well as digital platforms including Snapchat and Facebook from 5^th December. Budweiser will also be launching over 3,500 OOH advertising sites across the UK to support the advert.

As a special gift to the nation, Budweiser and Uber will also be revealing an additional element to the campaign in the final countdown to Christmas, aimed specifically at reducing drink driving on Christmas Eve.

Steph Okell, Marketing Manager, Budweiser UK, says: “Despite all the reasons not to, people are still drinking and driving. This Christmas Budweiser is communicating in a bold, new way to put a stop to that. Our Helen Mirren advert addresses the issue of drink driving in a straight-talking, unconventional tone: a wake-up call to start as many conversations as possible and get people to plan their journey home during the biggest party season of the year.”

Okell adds: “As an iconic global beer brand, Budweiser is using its gravitas in the fight against drink driving and we’re proud to partner with Uber to offer people a free ride and ensure they get home safely this Christmas.

Jo Bertram, Regional General Manager of Uber in the UK, observes: “There’s no excuse for drink driving and with new options like Uber people can now get a safe, reliable and affordable ride home at the tap of a button. Through this campaign with Budweiser we’re looking forward to helping more people get home safely this Christmas.”

To get the offer, new users simply have to download the Uber app and enter BUD2016 in to the ‘promotions’ function.

For more information, and full terms and conditions, visit www.budweiser.co.uk or the Budweiser UK Facebook page.

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Budweiser has announced a three-year global partnership with Belgian festival Tomorrowland, one of the largest international electronic music festivals in the world, as part of the beer brand’s collaboration with iconic Dutch DJ and producer Tiësto.

For its UK summer campaign, Budweiser is taking some lucky fans on an exclusive Journey to Tomorrowland – giving them the opportunity to travel to the festival and enjoy a series of new and unique music experiences once there.

The partnerships with Tomorrowland and Tiësto will bring to life Budweiser’s ambition to shape the future of music and bring people together through authentic and unique events, performances and promotions for music lovers.

Budweiser’s collaboration with Tiësto will include the release of an exclusive track by Tiësto feat. JAUZ called ‘Infected’, inspired by the transformation music lovers go through when they are immersed by the energy of experiences like Tomorrowland.

The song was released on all platforms on July 15th 2016 and is being accompanied by an original music video to be released in the days leading up to the festival. The production of the track marks Budweiser’s second year for its partnership with Tiësto, one of the world’s best known DJs.

To support its partnership with Tomorrowland in the UK, Budweiser has been running a nationwide competition through its online portal and press promotions, offering music lovers the chance to join the Budweiser tour bus as it journeys to Tomorrowland.

Budweiser guests will experience the festival at its most magical, including travelling to the festival on the Budweiser bus, staying in DreamLodge accommodation in the DreamVille area, and enjoying a range of experiences at the festival.

Budweiser has also been bringing a taste of Tomorrowland to music-loving university students across the UK, using a bespoke festival shipping container. Throughout May and June the mobile festival experience travelled to a series of key university campuses hosting parties and exciting opportunities for consumers to win a Tomorrowland weekend experience.

To make the campaign even bigger, Budweiser UK joined forces with leading music publication NME to launch a multi-platform partnership across social media, digital, mobile and print, including a four-page cover wrap. NME will join the Journey to Tomorrowland tour bus and document behind-the-scenes footage of the incredible journey and music experience – ensuring fans that can’t make the festival still get to experience the power of Tomorrowland.

Steph Okell, Marketing Manager, Budweiser UK, says: “We’re thrilled to partner with Tomorrowland, one of the leading electronic music festivals, as they create unprecedented music experiences for the fans around the world. Whether it’s opening up access to new music from their favourite DJ, money-can’t-buy experiences or simply elevating their Budweiser experience – we are focused on creating truly unforgettable, meaningful experiences, exclusively for our fans. Budweiser believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe.”

Budweiser’s sponsorship of Tomorrowland is reflective of its ambition to connect more deeply with millennial consumers of Legal Drinking Age through one of this generation’s main passion points, music.

More information can be found at www.budweiser.co.uk/tomorrowland.

The Tomorrowland festival takes place over three days in Boom, Belgium from July 22nd to July 24th 2016. Headline acts include Deadmau5 & Eric Prydz, Axwell & Ingrosso, Tiësto, Dimitri Vegas & Like Mike, Martin Garrix and The Chainsmokers.

Budweiser’s owner, Anheuser-Busch InBev, is a Brazillian-Belgian multinational brewing giant headquartered in Leuven in Belgium. Its portfolio of more than 200 brands includes international beers such as Budweiser, Corona, Stella Artois and Beck’s.

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Budweiser is bringing back its Dream Goal campaign, where the UK’s amateur footballers submit pictures of their team’s dream goals for the chance to feature in the beer brand’s TV advertising on Sky Sports.

Budweiser has also revealed details of a range of other off-trade promotional activities which celebrate its ongoing global association with football, which includes its role as the official beer brand of the Emirates FA Cup.

Retailer partnerships include activity with Sainsbury’s where shoppers who use their Nectar cards to purchase Budweiser products will be placed into a ‘swipe to win’ prize draw

Shoppers will also be in the running to win one of 10 personalised and Budweiser branded 11-a-side football kits created via Nike kit builder; an online platform from Nike that allows users to design their own kits for themselves or their team.

Other retailers, including Tesco and convenience stores, will be running promotions with Budweiser offering the chance to win Emirates FA Cup tickets, signed FA Cup merchandise and football kits.

As Official Beer of the Emirates FA Cup until 2018, Budweiser will launch a number of other on and offline activations. These include a partnership with Amazon centred on an online Emirates FA Cup game, hosted on Facebook. The game enables users to guess which teams will win Emirates FA Cup matches for the chance to win Budweiser Amazon Pantry Vouchers.

Laura Salway, senior brand manager at Budweiser, says: “Budweiser has a long-standing association with football, and we’re undertaking more activity than ever this year to support important football occasions taking place throughout 2016 – this includes the Emirates FA Cup and of course, our own Dream Goal competition.”

Salway adds: “Our off-trade activity will further cement Budweiser’s association with football, whilst allowing participating off-trade establishments to maximise on the occasion with exclusive, exciting offerings for customers.”

Budweiser is also looking to partner with Pringles to target football fans to ensure that they have all the snacks they need to watch the football in style.

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Budweiser has expanded its ‘Get Home Safe’ campaign for Christmas with a presence at nine UK university cities and campuses as part of its ongoing responsible drinking commitments.

By the end of Christmas, Budweiser will have distributed over 20,000 bottles of water with local taxi numbers printed on labels at universities, student nights and music events this year as part of the campaign.

Supporting its drinking commitments, Budweiser will be working with its Budweiser Promotional Team (BPTs) at nine UK universities to identify three monumental moments at each campus – from end of year formals to varsity matches – to hand out ‘Get Home Safe’ water bottles to revellers.

Budweiser representatives will also be on hand at 27 club nights – three at each university – to hand out water bottles and promote drinking responsibly this Christmas; armed with ‘swooper’ flags and branded sampling bins full of water bottles, Budweiser will distribute a total of 1,200 water bottles per university.

The activity comes after Budweiser distributed more than 10,000 ‘Get Home Safe’ water bottles at live gigs and pop-up events across the UK, embedding responsible drinking into its landmark music campaign, the Budweiser Live Project. An additional 1,500 bottles of water were also distributed on student campuses via a Budweiser Pedibus, supporting the music campaign.

Budweiser is also bringing back its Christmas jumper, the brand’s long-standing emblem for responsible drinking during the festive season, and will be featuring it across social media activity using the hashtag #BudWiseMen, helping to demonstrate all the perks that come with celebrating responsibly.

The Budweiser Christmas jumper will be a key element of the ‘Get Home Safe’ campaign, worn by staff and handed out to guests at key festive events at the nine chosen universities, helping to communicate Budweiser’s responsible drinking message in unexpected spaces. The jumpers will also be gifted to three chosen societies at each university, as selected by the BPTs. Over 800 Christmas jumpers will be given away in total.

Matt Leadbeater, Brand Manager for Budweiser UK, says: “Responsible drinking is important to Budweiser all year round; this Christmas we wanted to build on activity done throughout the year by working with these same universities to encourage students to drink responsibly as they enjoy our products this festive season. University venues, music events and club nights are great places for bringing people together for an experience often enjoyed alongside a cold beer. By partnering with these sorts of occasions, we want to reiterate the importance of responsible drinking when celebrating.”

Activity is planned at the following universities from November 23rd to December 18th:

• Glasgow;
• Edinburgh;
• Manchester;
• Leeds;
• Cardiff;
• Bristol;
• Brighton;
• Southampton;
• Birmingham.

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