Germans blast Budweiser
By DAVID WOODING
Whitehall Editor
American beer: So weak it wouldn't even make an ant drunk.
BUDWEISER have scored a £23million own goal by sponsoring the World Cup in a country where the beer is HATED.
Germans say Bud is “weak ditchwater”. Footie fan Johannes Schnitter, who has launched an anti-Bud website, said: “We don’t want it at our World Cup. This is just the worst beer you could imagine. It is an insult to your tongue.”
Bosses at the American brewer paid out their millions for the exclusive alcohol rights to the World Cup, in 1998 — BEFORE the hosts were chosen.
That decision could now cause them a huge financial hangover.
German fans are being urged to boycott the beer while a dispute with Czech brewer Budweiser Budvar prevents the US firm actually using the name Budweiser in Germany.
It means the famous red logo will not be seen on pitch-side hoardings.
The US giant pleaded to use the name Bud but Germans insisted that was too similar to their popular Bit brand.
Now the company has been forced to use the not-so-catchy “Anheuser-Busch Bud” name to promote itself.
Executives in St Louis, Missouri, knew they had a problem in 2004 when German fans first began protesting.
But they stuck it out, feeling it more important to promote their beer on worldwide TV.
Tony Jennings, UK spokesman for Budweiser Budvar, refutes any suggestion of glee over their rival’s predicament. He said: “Remember, we have to put up with a similar situation in the US, where we have to sell our beer as Czechvar.”
Refusing to cry into his beer, Budweiser chief Tony Ponturo said: “The long-standing dispute will not hamper our efforts to activate strong World Cup marketing programmes that will support our sales image in Germany and around the world.”
thesun.co.uk
By DAVID WOODING
Whitehall Editor
American beer: So weak it wouldn't even make an ant drunk.
BUDWEISER have scored a £23million own goal by sponsoring the World Cup in a country where the beer is HATED.
Germans say Bud is “weak ditchwater”. Footie fan Johannes Schnitter, who has launched an anti-Bud website, said: “We don’t want it at our World Cup. This is just the worst beer you could imagine. It is an insult to your tongue.”
Bosses at the American brewer paid out their millions for the exclusive alcohol rights to the World Cup, in 1998 — BEFORE the hosts were chosen.
That decision could now cause them a huge financial hangover.
German fans are being urged to boycott the beer while a dispute with Czech brewer Budweiser Budvar prevents the US firm actually using the name Budweiser in Germany.
It means the famous red logo will not be seen on pitch-side hoardings.
The US giant pleaded to use the name Bud but Germans insisted that was too similar to their popular Bit brand.
Now the company has been forced to use the not-so-catchy “Anheuser-Busch Bud” name to promote itself.
Executives in St Louis, Missouri, knew they had a problem in 2004 when German fans first began protesting.
But they stuck it out, feeling it more important to promote their beer on worldwide TV.
Tony Jennings, UK spokesman for Budweiser Budvar, refutes any suggestion of glee over their rival’s predicament. He said: “Remember, we have to put up with a similar situation in the US, where we have to sell our beer as Czechvar.”
Refusing to cry into his beer, Budweiser chief Tony Ponturo said: “The long-standing dispute will not hamper our efforts to activate strong World Cup marketing programmes that will support our sales image in Germany and around the world.”
thesun.co.uk
