Budweiser Brewing Group UK and Ireland, the beer arm of AB InBev, has appointed Rowan Chidgey to lead marketing for brands including Budweiser, Corona and Beck’s in the UK.
Chidgey has been with the business for five years, most recently as head of the Budweiser brand in Europe. She’s now been appointed as marketing director for the region and will take responsibility for the “strategic and creative direction” of the group’s flagship beers, as well as newcomers to the market like Bud Light and local brewers such as Boddingtons.
Her remit will include sponsorships, product launches, brand-led campaigns and other activations.
The marketer takes over the reigns from Tatiana Stadukhina, who was recently appointed global vice-president for low calorie beer Michelob Ultra, following its launch in the UK last year.
Chidgey takes on the top marketing role following a successful year for Budweiser in the UK. The brand has been focused on sponsorship deal with the likes of the England men’s national football team and the Euro 2020 tournament.
Commenting on her new role, Chidgey said: “I’m so excited to work on all of Budweiser Brewing Group’s best-loved brands -- we have huge ambitions for next year, including Bud Light’s sponsorship of the England senior men’s team at the Euro 2020 Tournament, making an impact in sustainable brewing, and working to create a nation of smart drinkers by enhancing our no and low alcohol portfolio.
“I especially look forward to leading and developing a dynamic and growing team that is at the forefront of the drinks industry.”
In Q3 of 2019, the world’s biggest brewer lowered its annual profit forecasts after a weak three months dragged down by higher commodity costs, marketing costs in China, and price rises in South Korea and Brazil.
However, despite global woes the UK business was a bright spot for the group over the same time period, thanks to “a summer of sport” and “big campaigns” from its global brands.