3. Budweiser (31)
Aggressive overseas expansion underpins Budweiser’s global success story (+6%, $12.614bn) with distribution in around 90 countries, notable launches in Brazil and Russia and a focus on China.
The problem? Beer is a notoriously local product, as Interbrand notes, so despite spending $1.4bn on Chinese breweries in the last two years, Budweiser (owned by AB InBev) is yet to gain significant share.
Despite its Super Bowl return with its Clydesdale horses, Interbrand says Oreo’s quick-witted social media response on Twitter to the game’s power failure overshadowed Budweiser’s messaging story.
While Interbrand sees the premium ‘Black Crown’ line extension launch as a “bold move to leverage the brand’s rich history”, it says the jury is out on Budweiser’s ambition for global domination, particular in China, but adds that the brand’s leadership team is “clearly not resting on its laurels”.
(Picture Credit: Budweiser, Joy/Flickr)