Anheuser-Busch which is a beverage company based in Saint Louis, Missouri that brews
Budweiser beer which traces its roots back to the Bavarian brewery, which was established in
1852. Eberhard Anheuser acquired the Bavarian brewery in 1860 and renamed it E. Anheuser &
Co. In 1864, his son-in-law, Adolphus Busch, joined the company that would later become
Anheuser-Busch. Adolphus Busch had keen vision, bold initiative, marketing savvy and
a commitment to quality were his legacy to those who followed, and the high standards
he established have been adhered to by each succeeding generation.
Today, Anheuser-Busch produces the two best-selling beers in the world, Budweiser and Bud
Light, also operates 12 breweries in the United States and has 15 breweries around the globe, 1
in the United Kingdom and 14 in China. Budweiser does brew Budweiser beer across the globe,
using other breweries, but having “close-watch” over the inputs and process of their brew. One
example is how they brew their beer under the Budweiser label at the Guinness brewery in
Dublin, Ireland. This process saves millions of dollars on shipping and allows breaking into
many foreign markets by “being made by the hometown brewery” in-country, in numerous
Countries. In 2008, Anheuser-Busch and InBev merged to become Anheuser-Busch – InBev.
I was narrowing my scope down to essentially the Budweiser line, due to the fact the more
background material was posted for Budweiser, prior to the In Bev take-over of the Anheuser-
Busch in 2007. (Please let me know if this is acceptable to the project). InBev controls many
other product lines of beverages which has not been merged with the Budweiser data.
Budweiser’s mission is to be the number one beer company in the world by enriching and entertaining an increasing global audience. To deliver a substantial amount of 15% return to our shareholders, we will add to life’s enjoyment through our products, services, and relationships. In addition our goal is to increase sales by 25% each year. (www.Anhueser-Busch.com)
PRODUCTS, GOODS OR SERVICES
Produces more than 100 beers, many flavored alcoholic and nonalcoholic brews and imports
other beers for distribution in the United States. They brew Budweiser, Bud Light, Michelob
ULTRA, Busch, Natural Light and O’Doul’s, which are all the No.1 positions in their respective U.S. market segments. Anheuser-Busch-InBev also bottles Icelandic Glacier Water, Bud light, Bud Select, Michelob, Michelob Light, Busch, Natural Light, Stella Artois, Boddingtons, and now with the merge of InBev, have many other international lines of beverages.
Budweiser’s major competition is from the Miller Brewing Company, Coors, Stroh's
S & P Industries, Genesee, Boston Beer and few other smaller breweries. Anheuser-Busch has a
dominant foothold in the United States and a strong position in the world market. Currently, the
number 1 ranked beer in America is Bud Light.
POSITION IN THE MARKET
Anheuser-Busch had a 48.5 percent share of the overall United States beer market in 2007. They
mainly holds to a target market of males from the local drinking age (normally 21 in the United
States, but generally 18 in Europe) to any ripe old age that would by a drink to quench their
Anheuser-Busch shipped 104.4 million barrels in 2007, more than two times its closest domestic
TARGET MARKET AND PROD STRATEGY
Availability of Budweiser and all of the Anhueser- Busch products is major attribute, because they are distributed worldwide, utilizing many other satellite breweries, such as the Guinness brewery in Dublin, Ireland and the Stella Artios brewery in Spain. This “off-site” brewing is...