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AB InBev renamed in the UK and Ireland

AB InBev will operate under the name of Budweiser Brewing Group UK&I in the UK, as the company looks to reaffirm its commitment to UK and Ireland. A new President, Paula Lindenberg, opened a new London headquarters and announced ambitions spanning sustainability, smart drinking and championing the traditions of the British beer community. 

Growing by double-digits in the UK in recent years, the brewer of some of the world beers including; Stella Artois, Budweiser, Corona, Michelob Ultra, Bud Light, Beck’s, Bass and Boddingtons has outlined five new ambitions to:

  • Champion Britain’s beer culture with trade-boosting programmes for the whole community, from barley farmers to pubs and retail 
  • Create a nation of "Smart Drinkers", helping to shift social norms to embrace moderation and cut harmful drinking
  • Be the UK’s most sustainable brewer as it works towards brewing with renewable electricity and locally-sourced barley
  • Be one of the best places to work, promoting apprenticeships, development and diversity
  • Bring more people together with beers for every occasion by continuing to invest in premium drinks and brand

​Budweiser Brewing Group UK&I, which remains a part of AB InBev globally, will be a more recognisable name that drives awareness of the group and brings people together to achieve these ambitions.

Budweiser was selected as the brewer’s most famous global brand, demonstrating the ambitions of the business and its people: Budweiser will soon be brewed using 100 per cent British barley and 100 per cent renewable electricity from UK solar power, giving the classic American brand a special stake in the UK. Through the Budweiser family of Bud Light and Budweiser Prohibition, UK consumers get better low and no alcohol choices, in line with the Group’s Global Smart Drinking Goals.

Paula Lindenberg, President of Budweiser Brewing Group UK&I, says: “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 per cent renewable electricity and accelerating our progress towards 20 per cent of our global products being no or low alcohol.”  

Lindenberg joined Budweiser Brewing Group UK&I in January 2019 from the group’s Ambev business in Brazil where she was the Vice President of Marketing and is now based in London.

Budweiser Brewing Group UK&I’s new London headquarters, located on Fetter Lane in Farringdon, covers 25,000 sq ft of flexible working space across the top four floors of the new Bureau building. The state-of-the-art space, with a rooftop bar serving all the Group’s brands, brings together three previously separate offices and 250 employees to give business partners, customers and stakeholders one central hub in which to connect and collaborate. The Group’s three breweries in Samlesbury, Magor and Enfield will continue to brew some of the UK’s most popular premium beers.

25 March 2019 - Sam Coyne The Drinks Report, editor