By Andrew Starke
The agreement builds on the existing relationship between Lion Nathan and Anheuser-Busch InBev and also provides for local brewing of Budweiser as sales grow.
A spokesperson for Lion Nathan told TheShout that it was too early to answer specific on- and off-premise trade questions and the timing of the roll-out but expects this information to be made available in the next few weeks.
“We are delighted to be adding the Budweiser group of brands to our existing portfolio of international premium beers, which includes Beck’s, Heineken, and Kirin,” said Lion Nathan Australia managing director, Andrew Reeves.
“Budweiser is a fantastic brand with great heritage,” he continued. “The premium segment is in growth as Australian drinkers’ trade up in quality. We look forward to working with Anheuser-Busch InBev to grow Budweiser’s presence in this market.”
“Lion Nathan has been a trusted partner to our business for more than 20 years,” said Anheuser-Busch InBev International vice president, Ian Stephens.
“The company has a proven track record in building premium brands through an understanding of premium drinkers, high engagement with customers and innovative marketing and in-market execution.”
The relationship between Lion Nathan and Anheuser-Busch InBev stretches more than 20 years.
Lion Nathan began distributing German brand Beck’ in 2001 and a new profit share relationship and local brewing agreement was forged in 2004.