Budweiser's New Ale Strategy

3 Minute Ad Age, Sept. 19, 2008

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NEW YORK (AdAge.com) -- It's a curious fact that in all of its 130 years of operation as a beer giant, the Budweiser brand has never nationally marketed an ale. That changed this week as it rolled out its new Budweiser American Ale brand. Anheuser-Busch VP for Brand Management Keith Levy explains why the brewer believes now is the time to move into a market niche it has long ignored.

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