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AB InBev to dedicate its Super Bowl spot to Busch beer brand for the first time

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By Tony Connelly | Sports Marketing Reporter

December 7, 2016 | 3 min read

AB InBev will use its Super Bowl marketing spend to push its Busch brand next year.

Busch

Busch will appear at the Super Bowl for the first time next year

It marks the brand’s Super Bowl debut and is part of AB InBev’s strategy to highlight its value brand portfolio.

The spot will be handled by New York-based agency Deutsch, who won the creative duties for the Busch and Busch Light brands in August.

"The value segment plays a key role in the beer category—in fact, one in every four beers consumed in the US is a value brand," said Chelsea Phillips, senior director of value brands at Anheuser-Busch. "Anheuser-Busch is the undisputed leader in this segment, with Busch and Busch Light representing two of the top 10 beer brands in the nation overall."

Phillips described the decision to dedicate the Super Bowl spot to Busch as an “unprecedented move” which signalled the company’s “investment and belief in the role value brands play to drive growth within our portfolio and the category at large”.

AB InBev has been investing in pushing Busch for over a year now having increased its marketing spend to add 10 weeks of national TV time last year and upping its out-of-home and digital spending.

Earlier this year the company's acquired SABMiller in a £79bn acquisition making it the world's biggest brewing giant.

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