Budweiser builds human connections with sports and marketing

Geoffrey Precourt

Budweiser, the iconic beer, needed to demonstrate that it was more than a mass-produced, generic beer in response to changing habits and preferences among drinkers.

When Budweiser, perhaps the most iconic of all American beers, asked consumers their impression of its brand, the results were disappointing.

In the face of the craft-beer movement, the King of Beers was often seen as an industrial-scale brew that lac

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