AB InBev has renewed its contract with Diageo Ireland to brew and distribute Budweiser under licence. The 10-year deal in a declining beer market reflects confidence in Diageo Ireland from the
new ownership arrangement at AB InBev and should come as a relief to brewery workers in Kilkenny where Bud is brewed.
Diageo Ireland introduced the brand in 1986 and it became the premier lager in Ireland, sponsoring the Irish Derby, but with the plethora of new beers coming onstream, its crown
has slipped somewhat.
But according to Diageo Ireland the brand has made a comeback, increasing its share over the past 12 months to 20 per cent, due in significant part to the growth of Bud Ice Cold on draught.
A new marketing campaign is likely to boost this figure further, believes Diageo Ireland.