AB InBev reintroduces Budweiser to German market
Anheuser-Busch InBev (AB InBev) is reintroducing Budweiser lager to the German market to celebrate the brand's 150th anniversary next year.
Otherwise known as Anheuser-Busch Bud, the Belgium-headquartered company said the return of the brand to Germany comes at a time when international lager beers are among the “fastest-growing segments" in the country and have “experienced significant growth in recent years”.
The beer will initially be sold exclusively in Rewe stores and will be introduced in other retail outlets as well as bars throughout Germany in 2026.
AB InBev also revealed it is partnering with the National Football League (NFL) to celebrate the return of Bud, which will feature at the upcoming Berlin Game on 9 November at the Olympic Stadium in Berlin.
Just Drinks have reached out to ABInBev for further information on where the lager for the German market will be brewed.
AB InBev suggested beer in general is the "most popular alcoholic beverage in Germany” and that adults are “increasingly enjoying modern, globally recognised brands”.
Arnaud Hanset, president of the central European business unit at AB InBev, said: "As we prepare to celebrate the 150th anniversary of Eberhard Anheuser and Adolphus Busch's famous lager next year, we look back on a history deeply rooted in Germany - a familial connection that has shaped the Anheuser-Busch name.
"The return of Anheuser-Busch Bud is a testament to this enduring legacy and the growth over the years. It's all about beer bringing people together and creating moments of celebration."
Alexander Steinforth, managing director of NFL Germany, added: "We look forward to supporting the return of Anheuser-Busch Bud to Germany and welcoming it during the game at the Olympia stadion in Berlin next month.
"This event marks a great new chapter in the long-standing partnership between AB InBev and the NFL."
Earlier this year, Anheuser-Busch InBev unveiled plans to invest $300m in its manufacturing operations across the US this year.
"AB InBev reintroduces Budweiser to German market" was originally created and published by Just Drinks, a GlobalData owned brand.
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