Budweiser SAB Miller Merger

With the success of the 2008 merger and the subsequent SAB Miller merger, AB InBev needs to uphold their shares of the market. After the mergers, AB InBev now owns over 400 beers and sells them in over 150 markets (“Our Markets”). They have operations in around 50 of these markets, to keep production and distribution costs low. AB InBev now needs to continue growing their main brands, while also reaching out to get new brands that will increase their market share. Along those lines their existing brands need to create advertisements and commercials for their differentiated consumer base, with certain brands being very good at showing off their philanthropic work to their customers. Finally, they need to know when marketing is still beneficial …show more content…
First, it changed its name on the cans and packaging to America to the months leading up to the 2016 Election (Thompson). The election was their main reason for the switch, but it also coincided with the Summer Olympics. Involvement in the Olympics is increased by people’s patriotism, which then increases how much consumers are willing to see patriotic advertising (Thompson). Some people were not pleased with Budweiser name change though. Proclaiming themselves America seemed ridiculous when Budweiser is owned by AB InBev, an American and Brazilian company, with Belgian headquarters. Given that Anheuser-Busch was started in St. Louis, though they do have American roots to show off. The proceeds from the packaging went to the Folds of Honor scholarship program, which Budweiser has been working with since 2011. The program has provided more than 2,000 military families with scholarships (“Budweiser A Dream Delivered”). The name change did so well that they brought it back for summer 2017, but this time with camouflage bottles rather than stripes. Patriotism is a key marketing technique in the United States, with people in the US who are willing to accept most any product if it is created with a tagline about America. The partnership with Folds of Honor is just one of AB InBev’s subsidiaries that works for good

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