Too many cooks?
All those millions of people who enjoy the world’s best-selling beer, Budweiser, could they live under the misconception that they also enjoy the world’s most popular beer? Budweiser may deserve all the superlatives it claims. But that does not mean that it is a truly global beer. Or how are we supposed to understand Anheuser-Busch’s latest product launch? At the end of May this year the world’s number 1 brewer introduced Anheuser World Select, a continental pilsner beer into the market. What makes this beer an interesting marketing exercise is its spin. The Anheuser World Select campaign will focus on the brand’s unique creation, supported by the tagline of "Ten Brewmasters. Four Continents. One Beer." The beer which is 5% ABV and is bottled at Anheuser-Busch’s Baldwinsville, N.Y..
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