Drinks group C&C has unveiled its first major ad campaign for Budweiser aimed at focusing on the American lager’s smooth taste as the brand tries to reconnect with younger drinkers. The new ads, which run across scheduled TV, TV Players, YouTube and other online channels, introduces Irish consumers to the brand’s new identity.
Earlier this year, C&C won the AB InBev franchise in Ireland to brew and distribute Budweiser in place of Diageo. Bottled Budweiser is stocked in most Irish pubs and it is the fourth biggest-selling lager in Ireland. Bud is AB InBev’s top European brand across 85 markets. It was rated by Interbrand as the most valuable alcohol brand globally last year.
C&C’s portfolio also include Bulmers and Magners Irish cider, Tennent’s lager and Heverlee, Menabrea and Orchard Pig craft ciders and beers. The group has contract manufacturing operations in Tipperary, Glasgow and Vermont in the US, where it produces Woodchuck craft cider. It has a minority stake in the Admiral Taverns pub chain in the UK.