Anheuser-Busch Latino Marketing Team Serious About Leadership Position, Increases 2006 Media Spending...

Anheuser-Busch Latino Marketing Team Serious About Leadership Position, Increases 2006 Media Spending 66 Percent

More Than $60 Million Buy Outspends Competition in Local & National Latino Media Support


St. Louis, MO–(HISPANIC PR WIRE)–November 2, 2005–Continuing its significant commitment in the growing Latino community, Anheuser-Busch Inc. will increase its 2006 Latino media budget by 66 percent to more than $60 million. The most significant investment comes in the area of national media spending that will increase three times the 2005 levels to more than $30 million.

As part of the enhanced Latino marketing program, Anheuser-Busch will balance its strategy with a combination of premier Latino sports and entertainment properties, including a sponsorship finalized today with Univision’s popular weekend sports news program “Republica Deportiva.” Anheuser-Busch gains product placement inside Deportiva’s bar setting, including tap handles, neon signage, bottle displays and animated billboards, multiple ad placements and logo rights to the Univision and “Republica Deportiva” marks.

“We take great pride in everything we do involving the Latino community, and this landmark media plan is another example of supporting programming that is important to adult Latino consumers,” said Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch Inc. “Latinos are incredibly loyal beer drinkers. We recognize they have contributed to the success of Budweiser and Bud Light in a big way, so it is central to our company’s commitment to support the TV programming, music and sports activities and lifestyle initiatives that Latinos value.”

Anheuser-Busch continues to outspend the competition in local and national Latino media support, focusing on national media that appeal to Latino lifestyles and local outlets that reach a variety of Latino communities. In 2005, Anheuser-Busch spent more than any other brewer in local and national television, print and radio advertising in Latino markets. As Anheuser-Busch increases Latino marketing investment in 2006, the margin over competition will increase too.

Key to Anheuser-Busch’s popularity among Latino consumers is the company’s commitment to developing programs and supporting events that are important to the culture. All of Anheuser-Busch’s Latino-themed TV advertising is developed with leading Latino-owned agencies. The company’s sports and music sponsorships include the Mexican National Soccer Team, the 2006 FIFA World Cup in Germany, Major League Baseball and it 26 domestic teams, marquee professional boxing events, Major League Soccer and its 12 teams, Juanes, Carlos Vives, Maxim Enfocate, as well as adverting on programming around Futbol Liga Mexicana, Premio Lo Nuestro, Latin Grammys and Primetime Novelas and late night shows.

The enhanced media plan is designed to reach a strong national television audience with emphasis on Latino cable entertainment and national sports. Additional dollars will be shifted toward the ever-increasing Latino Internet presence.

Local media buys will also see an increase, with particular emphasis on markets with high populations of Latino consumers, including Los Angeles, New York, Miami and Chicago, along with emerging markets such as Atlanta, Orlando and Las Vegas. Smaller markets with high Latino concentrations, such as El Paso and McAllen, Texas, will also see an increase in Anheuser-Busch spending.

Currently 11 percent of U.S. beer industry volume is made up of adult Latino consumers, and Latino beer drinkers account for 12 percent of Anheuser-Busch’s overall sales volume. Anheuser-Busch has the No. 1 and No. 2 beer brands in the Latino market, Bud Light and Budweiser. Anheuser-Busch’s market share in the Latino community is 48 percent*, compared to SABMiller’s 15 percent* share.

Anheuser-Busch’s support of the Latino community dates back more than a century. In addition to marketing and media programs, Anheuser-Busch currently supports approximately 400 community-based, local and national Latino organizations and special events with contributions totaling nearly $48 million during the past two decades. Anheuser-Busch focuses on those values that are important to Latinos, such as education, leadership development, economic empowerment, public advocacy, and arts and culture. In the past 22 years, Anheuser-Busch has helped raise more than $22 million to provide more than 18,000 college scholarships to deserving Latinos.

Based in St. Louis, Anheuser-Busch Cos., Inc. is the leading American brewer holding nearly 50 percent of the U.S. beer market. Anheuser-Busch Cos. Inc. brews the world’s largest-selling beers, Budweiser and Bud Light, and holds a 50 percent share in Grupo Modelo, Mexico’s leading brewer. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine’s 2005 “America’s Most Admired Companies” and in the top 30 on FORTUNE’s 2005 “Global Most Admired Companies” list. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is the world’s largest recycler of aluminum beverage containers. For more information, visit

*IRI year-to-date for supermarkets through Aug. 7, 2005

Anheuser-Busch Latino Marketing Team Serious About Leadership Position, Increases 2006 Media Spending 66 Percent