Budweiser targets city trade
Budweiser Budvar, the Czech Republic's best known export beer, has just started a promotional campaign in the UK. It will be the first that the brewery has organised in any of the 22 countries it exports to.
The six-week advertising campaign will run on 50 prime London Underground sites and in city centres in Birmingham, Manchester, Glasgow, Leeds, Leicester and Cardiff. Involving three posters, it is based on what is described as an "evolutionary concept". In the first week, the poster is blank except for a Budweiser Budwar bottle and the word "discover". Subsequent posters reveal the full message, against a reproduction of a painting of the brewery in the 1930s.
Budweiser Budwar is not connected with the US beer of a similar name. It is imported and distributed in the UK by BB Supply Centre (0171-247 1252).
