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34
+3%
13,024 $m

Despite decreasing sales in the U.S., the "King of Beers" continues to grow in China, Russia, and Brazil-and volume has risen 6.4 percent. As one of Anheuser-Busch InBev's key global brands, Bud gets heavy marketing support, as well as a boost from acquisitions and innovation. Budweiser is also focusing on solidifying the brand by deepening its connection with consumers. The global rallying cry, "Grab Some Buds," with its promise of good times and the Budweiser Happy Hour app inviting consumers to "join the party," keeps the brand relevant to its young male target. In North America, a strong innovation pipeline helped offset the challenges of a slow economic recovery. Bud Light Lime Straw-Ber-Rita was the #1 product launched in the industry in the U.S. in 2013, according to an Anheuser-Busch InBev strategic growth report, and Black Crown appears to be another strong addition to the brand's lineup. A nod to its heritage-and a sign of its relevance to Americans of all stripes-Budweiser's musically eclectic Made in America Festival has grown beyond its founding city of Philadelphia and now includes multiple cities and dates. And, continued sponsorship for the NFL and MLB broadcasts the brand's presence to an enormous, highly engaged audience.

Budweiser also continues to innovate globally-through advances in packaging and strengthening its digital profile, for example-and is now enjoyed in more than 80 countries. In Europe, the brand has focused on premiumization. In China, the brand has increased its capacity through brewery acquisitions and satisfying the desire of a growing affluent population for premium beers that complement meal occasions. In Latin America, Budweiser's association with the FIFA World Cup engaged passionate football fans throughout the region and beyond. During the Cup, the brand was able to drive engagement with consumers at all levels with expanded product availability across all regions, limited edition packaging, in-store and social media initiatives, all of which brought the brand's positioning home for consumers. If Budweiser continues to demonstrate excellence in consistency of messaging and brand promise on a global level, and solidifies its presence in new markets, the reign of the "King of Beers" will long endure. 
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