AB InBev rebrands in UK and Ireland

Budweiser Brewing Group UK & I” is the new name for AB InBev in the UK and Ireland. This subsidiary of the world’s largest brewing company, headquartered in Leuven, owns two large industrial breweries in Great Britain where it brews Budweiser, Stella Artois, Boddington’s and other subsidiary brands. It also owns the Camden Town Brewery in north London, and a Goose Island brewpub in the east of the capital.

The company does not have a direct footprint in Ireland but instead uses local drinks producer C&C Gleeson, best known outside Ireland for its Magners cider, as its agent. C&C recently began brewing Budweiser at its lager plant in Tipperary after several decades of production by Guinness/Diageo at St James’s Gate.

With the rebrand comes a new emphasis on corporate responsibility, sustainability and the promotion of responsible drinking. In a statement, the new President, Paula Lindenberg, said: “We are a fast-paced, ambitious group that dreams big, and we have exciting plans ahead for the UK and Ireland. Through the power and recognition of the Budweiser brand, we want to open ourselves up to working with more partners to achieve our ambitions.

“We are looking forward to making a big impact in the year ahead, working towards brewing our beers with 100% renewable electricity and accelerating our progress towards 20% of our global products being no or low alcohol.”

The parent company has struggled to maintain its global dominance recently, missing earnings targets and cutting dividends to shareholders. This move appears to be an attempt to join up and revitalise its various interests in one region at least.