OREANDA-NEWS. May 26, 2010. Sun InBev announces the launch of Anheuser-Busch InBev’s flagship brand, licensed for the Russian market as Bud. Sun InBev is proud to be the first in the AB InBev family to start producing Bud locally following the combination of Anheuser-Busch and InBev in 2008, reported the press-centre of Sun InBev.

Bud is brewed by Sun InBev in Russia, according to the highest quality and brewing standards, ensuring its unique recipe and taste.

Bud, the premium lager beer, is brewed with time-honored methods, including “kraeusening” for natural carbonation and beechwood ageing, which results in unparalleled balance and character. Brewed using unique technologies, Bud achieves the perfect combination of flavor and refreshment.

In order to preserve the original taste and quality, Bud samples are regularly sent to Anheuser-Busch InBev’s brewery in St. Louis, USA, where the beer is checked by the company’s brew masters to ensure its quality and consistency are at the highest level.

The brand will be launched nationally in Russia, with a focus on distribution through key national retail chains in all big cities.

The launch of Bud coincides with the start of the biggest sports event of the year – the 2010 FIFA World Cup in South Africa™. Under the campaign theme Bud United, AB InBev’s flagship brand will serve as the Official Beer of the tournament, seeking to bring football fans and consumers the world over together through a variety of marketing, sales and advertising initiatives.

Marketing support will cover all major media-channels, including TV, Out-Of-Home, Internet, indoor advertising, eye-catching Point-of-Sale materials and outstanding consumer promotions.
Tunc Cerrahoglu, Sun InBev President said:
“We believe in the potential of this premium global brand for the Russian market and feel honored to introduce this leading global brand, Bud, locally. We hope that the legendary heritage of Bud will enrich the beer consumption culture in Russia.