Budweiser nets World Cup sales boost

Global brewing giant Anheuser-Busch InBev today looked forward to a World Cup boost and said it had shrugged off record beer duty hikes to outperform the UK market.

Budweiser nets World Cup sales boost

Global brewing giant Anheuser-Busch InBev today looked forward to a World Cup boost and said it had shrugged off record beer duty hikes to outperform the UK market.

The Budweiser and Stella Artois maker – created by a mega-merger in 2008 – grew UK volumes by 1.3% in the first quarter of 2010 against a 3.5% decline for the wider industry.

The performance came despite a March Budget which hiked beer duties by 2% above inflation – with similar rises in the pipeline until 2015.

However, Budweiser – the official beer sponsor of the World Cup – saw UK volumes rise 40% on the back of marketing and promotions, AB InBev UK president Stuart MacFarlane said

The sales boost was “a glimpse of what’s to come” from the impact of the looming tournament in South Africa, Mr MacFarlane added.

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