Ayer Vazquez President Jorge Vazquez says the launch ad campaign will highlight the brand's tradition and ties to sporting events and sponsorships. "It will be a totally local campaign," Vazquez says. "There won't be any international patterns." A point-of-sale promotion is also planned to accompany Budweiser's launch.
A-B will bottle Budweiser in long-neck and one-liter bottles in Argentina through joint ventures with Pepsi bottler BAESA and Chilean brewer Compania Cervecerias Unidas. Budweiser's biggest competition will come from Cerveceria y Malteria Quilmes, whose Quilmes flagship brand leads the Argentine market.