With Anheuser-Busch Bud lager as the main product in its portfolio, AB InBev will provide a new catering offer at the BayArena. The international premium lager will be complemented by the brewery group's well-known German brands, Beck's and Spaten Hell, as well as other products from the AB InBev world. Früh Kölsch will remain a partner of Bayer 04 and will continue to be served at matches involving all the Werkself teams.
"We would like to take this opportunity to thank Bitburger for their remarkable loyalty and constant reliability over many years. For the future, we are now looking forward to a long-term partnership with a top global brand and market leader in the beer industry," says Markus Breglec, Bayer 04 Chief Marketing & Innovation Officer. "Together with Anheuser-Busch InBev, we will be able to actively pursue this partnership both nationally and internationally and set new standards in the combination of sport and beer enjoyment," said Breglec.
"We are delighted to be starting the new season together with Bayer 04 Leverkusen. Bayer 04 have been one of the top five clubs in Germany for years and they also know how to impress on the European stage. This club is backed by a strong and loyal fan base, who we want to supply and inspire with our premium brands at home games," says Philipp Rosar, On-Trade Director at Anheuser-Busch InBev Germany. And Axel Senker, Key Account Manager On-Trade, adds: "Anyone who knows our company knows that AB InBev is closely and successfully associated with major sports and professional football in particular." For example, Anheuser-Busch InBev has been the official beer partner of FIFA for four decades and is naturally also involved in the coming World Cup in June and July in the USA, Canada and Mexico.
From next summer, the Anheuser-Busch Bud brand will also be very prominently displayed at the BayArena as part of the agreed co-operation: Bayer 04 will present and serve the top product of its new global beer partner on static boards, on LED boards, at kiosks and also in the north-east beer garden. AB InBev will also have hospitality allocation at the Leverkusen stadium and will also appear in various joint promotional campaigns.
About AB InBev:
The AB InBev brewery group was created in 2008 through the merger of the Belgian InBev group with Anheuser-Busch. With over 500 brands in more than 150 countries, AB InBev is one of the five largest consumer goods manufacturers and the largest brewery group in the world in terms of sales volume. AB InBev's broad portfolio includes popular brands around the world such as Beck's, Corona, Anheuser-Busch Bud and San Miguel.
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