AB InBev undergoes rebrand in Britain & Ireland to Budweiser Brewing Group
The world's largest brewing corporation, AB InBev, has changed its name in the UK and Ireland to bolster the company's recognition and try and make the group as famous as its component brands.
Using what they refer to as the “power and recognition of the Budweiser brand”, AB InBev have officially announced the release of the new brand, Budweiser Brewing Group UK&I, as well as a selection of brand values to back up the new visual presence.
In a slick video announcing the rebrand, the group say they want to bring people together, champion beer culture, create "smart drinkers", build a better world, and become the "best place to work." These five commitments are used to underline a renewed passion for sustainability, responsible drinking, and accountability.
Part of this established mission statement will involve the Budweiser Brewing Group increasing investment in premium drinks, attempting to mould societal attitudes to drinking alcohol towards a healthier way, focusing on renewable electricity and locally sourced products, and changing its working environment.
AB InBev - which retains that name globally - wants to match the fame of its own company with the fame of names such as Budweiser and Stella Artois, hence the branding decision. Recently, in between taking public shots at global rival Molson Coors, it has made a pledge to build a stronger corporate brand to emulate organisations such as Unilever and P&G.