Ditching the 'Dishwater' - Eastern German Beer Scores with World Cup Sponsorship

[FarCenter]

In 2006, German football fans put up a fight when it was revealed that the American beer Budweiser would be the official brew of the World Cup. This time around, InBev is in charge, and fans in South Africa will have the option of imbibing the little known eastern German label Hasseröder.

For the first time in its 137-year history, Hasseröder, a beer brewed in eastern Germany, little known outside its home country, will bear the title of Germany's official beer for the 2010 World Cup in South Africa.

The World Cup beer title is a privilege that has been reserved for American brewing powerhouse Anheuser-Busch since 1986. The St. Louis brewer was happy to share the rights in 2010 after being acquired last year by global brewer InBev, which also owns Hasseröder, for $52 billlion.

"This is a once in a lifetime opportunity for the brand. I think it will be an excellent chance to grow further in Germany," Erwin Dito, marketing chief for InBev Deutschland, told SPIEGEL ONLINE.

<SNIP>http://www.spiegel.de/international/business/0,1518,657877,00.html

[Arctic Dave]

1. Budweiser for World Cup? I can't barf hard enough at the thought of that.

Thank FSM for letting a real beer take the title instead of goat urine.

[Romulox]

2. Ummm...Inbev makes Budweiser...

:hi:

[BeatleBoot]

3. I'll pipe in here

I have always called it Butt Wiper

But the horses were cool.