Maximising Brand Presence At Special Events

Mark H. Greenspahn

This article describes Budweiser Beer special event marketing in the USA. The brand has an extensive programme of events and sponsored tie-ins.

Maximizing Brand Presence At Special Events

Budweiser's approach to special event marketing reinforces its reputation as 'King'

Mark H. GreenspahnAnheuser–Busch, Inc

Anheuser-Busch, the world's largest brewer, has been a leader in marketing and advertising since the company was founded in 1852. Considered a flamboyant marketer, company founder Adolphus Busch often gave business associates a pocketknife – containing a peephole featuring his portrait – instead of the more traditional business card.

Busch realized the value of advertising and brand presence and developed America's first national beer, Budweiser, which soon became the brewery's flagship brand. Today, Budweiser is the best selling...

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