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A-B expands in Europe

Published on .

Anheuser-Busch has formed a distribution and marketing partnership with French group BSN's Brasseries Kronenbourg, France's largest and Europe's second largest brewer. Kronenbourg will begin distributing Budweiser beer through its 800 wholesalers across France on March 1. A-B will continue to control strategic marketing for the brand, including advertising. DDB Needham handles Bud in France. A-B signed a similar distribution deal with Gastrodrink, a 50-50 joint venture between Kronenbourg and leading Swiss brewer Feldschloesschen. Gastrodrink will distribute Bud in Switzerland while A-B will continue to handle direct marketing.

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