Super Bowl Brands: Budweiser

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Company: Anheuser-Busch (Budweiser)

Name: In 1876, Carl Conrad and Adolphus Busch decided to call their new bohemian-style beer Budweiser, which is German for “from Budweis,” a city with a tradition of brewing beer since 1265. Although the US trademark was acquired in 1878, the name proved difficult to protect, as several ‘budweiser’ style beers existed at the time. By 1894, trademark suits were already roiling the courts. Globally, the existence of a Czech Budweiser prevented the name from becoming an international brand. Even today, the name Budweiser can only be used in 16 of 35 European countries. In others, it has to be marketed as Bud or Anheuser-Busch Bud.

Career Highlights: Probably the most iconic of all the Super Bowl brands, Budweiser and Bud Light consistently have some of the funniest and most liked spots. Memorable Super Bowl campaigns include The Bud Bowl in 1989, the Budweiser Frogs in 1995, and last year’s rocky-inspired Dalmatian and Clydesdale ad, which took top honors in most polls.


Offensive Strategy: The Super Bowl is the top house-party event of the year, which is why Anheuser-Busch, who controls about half the U.S. beer market, has used the game as a centerpiece for its marketing campaigns. The company has a lock on the ads, with exclusive rights in the alcoholic beverage segment through 2012.

2009 Game Plan: This year I expect to see Budweiser pumping up the patriotism: As if a new president, a new recession, and 2 wars isn’t enough incentive, the company also needs to reassure its customers that its sale to the Belgium-based company InBev will not change its commitment to the US market.

Contributed by: Maghan Cook