Bud’s International Strategy

This Isn’t Your Dad’s Beer Garden

| Published in June 2006
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Club Bud, located on the shore of the Po River, represented the first Anheuser-Busch sponsorship of an Olympic event outside the United States.Turin, Italy-based event producer Image Design Studio was asked to create a landmark in the Olympic city visible at night, as in this rendering.Caterer Frank Puleo of Culinary Expression International describes Club Bud as, “Hot, hot, hot.”With its discotheque atmosphere, Club Bud contributed to a surge in Bud’s local market share.

Images

"It’s all about the BEER.”

That’s how

About the author: Pat McCarrell

Pat McCarrell was formerly the publisher and editor of Event Solutions magazine.

Contact: editor@event-solutions.com