Italy
Business Overview
Sold in Italy for decades, Budweiser is a leading premium, international lager, popular with style-conscious young adults. In November 2003, Anheuser-Busch Europe Ltd. and Heineken Italia S.p.A. signed a licensing agreement allowing Heineken to brew, distribute and market Budweiser in Italy.
Brand
Budweiser
Brewing
Budweiser is brewed locally at Heineken’s Massafra (TA), Italy brewery, where an Anheuser-Busch brewmaster oversees every step of the brewing process.
Key Marketing Activities
Bud Cup: A six-on-six football tournament with 16 teams from around the world will play at Manchester United’s Old Trafford in Manchester, UK. Italy is hosting a qualifying tournament for teams of university students, with one squad winning the chance to live every footballer’s dream on the pitch at Old Trafford.
Bud Break: Budweiser is inviting university students from all over Italy to celebrate the beginning of summer with a solstice party at Ravenna Beach on June 20.
Coast-to-Coast: Italian consumers can win the opportunity to drive and fly across the United States on a unique vacation through this off-premise promotion.