How Budweiser Wins: By Wrapping Itself in the American Experience

Is there any US brand with a stronger heritage than Budweiser? Maybe not, but the flagship of Anheuser-Busch hasn’t been taking any chances lately as it strives with various marketing initiatives to build on its formidable image.

US sales of mainstream beers such as Bud and Miller Lite have flagged for years as they compete with imports and craft brews and reckon with the atomized tastes of the millennial generation.

But nobody can grow to drinking age in the United States without knowing what Bud is. The brand has established a ubiquitous presence in sports marketing, including  the National Football League, and more recently is sponsoring its own “Made in America” music festivals with Jay Z, who also received his own Budweiser spot with “Dream. On.”

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