Anheuser-Busch Launches Budweiser in Vietnam
Exclusive Deal with GANNON Distribution Co. Brings the ‘King of Beers’ to Consumers Throughout the Country
HO CHI MINH CITY, Vietnam .– Budweiser, the world famous and best-selling American-style lager, is being launched in Vietnam through an import and distribution agreement with the GANNON Distribution Company. Through this distribution deal, Budweiser will be available in Vietnam starting in early June.
“Vietnam is an exciting beer market and an important one for Anheuser-Busch to begin establishing and building the Budweiser brand,” said Tom Santel, chief executive officer and president, Anheuser-Busch International, Inc. “The country’s beer industry experienced double-digit volume growth for the past three years and already has a well-developed premium segment filled with consumers who will appreciate Budweiser’s clean, crisp and refreshing taste.”
Budweiser initially will be available at upscale bars, restaurants and supermarkets in Ho Chi Minh City as well as select chain outlets across the nation.
Budweiser is an American lager brewed since 1876 using a blend of U.S. and European hops, and a combination of barley malts and rice. A centuries-old, European-aging technique called kraeusening is also used, which involves adding a small amount of freshly yeasted wort to fermenting beer at the start of the aging cycle to facilitate natural carbonation. Then, Anheuser-Busch’s exclusive beechwood aging process helps create a crisp, clean taste.
“Vietnam’s growing economy and large young adult population make it an ideal market for Budweiser,” said Walter Blocker, chief executive officer of the GANNON Group Vietnam Ltd. “Consumers in Vietnam want new and different premium beer choices and will appreciate Budweiser’s reputation as a high-quality brew enjoyed around the world. By bringing the brand to Vietnam, we are responding to the demand created for this great-tasting beer.”
Budweiser sold through the GANNON Distribution Company will be available in 355-ml non-returnable bottles and 355-ml cans. The beer will be brewed and packaged at the Anheuser-Busch brewery in Los Angeles.
Budweiser will be marketed as a premium international lager and supported by a variety of promotional programs and point-of-sale items. The brand also will use its official sponsorship of the 2008 Olympic Games and its support of football to build awareness with consumers. This includes using the official Olympic marks on Budweiser packaging in Vietnam as well as promoting the brand’s sponsorship of Manchester United, the English Premier League and the 2010 and 2014 FIFA World Cup™ tournaments.
The GANNON Group Vietnam Ltd. is a 100 percent foreign invested company and was established in Vietnam in 1994. Employing more than 700 people with offices in city centers throughout Vietnam, it is engaged in warehousing, logistics, industrial leasing, beverage production and infrastructure development. GANNON is among the largest private American investors in Vietnam and one of the nation’s largest distributors and manufacturers of beverages and consumer products representing or in partnership with Nestle, L’Oreal, Pepsi, Diageo and various other multinationals. For more information, visit www.gannon.com.vn.
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