According to Inside.beer, AB InBev had already agreed on listing the beer with the German retail trade. The advertising campaign was also planned, for which 10 million euros were to be spent.
The legal dispute with the Czech brewery dates back to 1907. Budweiser Budvar, N.C. has been able to win the rights to the name in more than 100 court proceedings worldwide in most European countries. AB InBev has the rights in North America and sells its beer in most of Europe under the Bud name - in return, Budvar's beer is available in North America under the Czechvar name.
Germany has been the exception so far. Bitburger was able to prevent the sale because 'Bud' almost sounds like 'Bit'. AB InBev was able to obtain a special contract with Bitburger as the main sponsor only during the 2006 World Cup. Under the agreement with Bitburger, AB InBev named its brand Anheuser Busch Bud.
For this year's launch, however, AB InBev forgot to sign a new contract with Bitburger. This happened later and the introduction of the Super Bowl on February 3, 2020 could not take place. The head office in Leuven, the Netherlands, did not agree to a postponement. They tried to start earlier under the name of Anheuser Busch Budweiser, which failed due to the protest of Budějovický Budvar. Finally, Michael Pepa, the new German head, had to cancel the launch in Germany.
Source: inside.beer: bit.ly/AB_Bud_insidebeer
Picture: Maarten van den Heuvel on Unsplash.com
The legal dispute with the Czech brewery dates back to 1907. Budweiser Budvar, N.C. has been able to win the rights to the name in more than 100 court proceedings worldwide in most European countries. AB InBev has the rights in North America and sells its beer in most of Europe under the Bud name - in return, Budvar's beer is available in North America under the Czechvar name.
Germany has been the exception so far. Bitburger was able to prevent the sale because 'Bud' almost sounds like 'Bit'. AB InBev was able to obtain a special contract with Bitburger as the main sponsor only during the 2006 World Cup. Under the agreement with Bitburger, AB InBev named its brand Anheuser Busch Bud.
For this year's launch, however, AB InBev forgot to sign a new contract with Bitburger. This happened later and the introduction of the Super Bowl on February 3, 2020 could not take place. The head office in Leuven, the Netherlands, did not agree to a postponement. They tried to start earlier under the name of Anheuser Busch Budweiser, which failed due to the protest of Budějovický Budvar. Finally, Michael Pepa, the new German head, had to cancel the launch in Germany.
Source: inside.beer: bit.ly/AB_Bud_insidebeer
Picture: Maarten van den Heuvel on Unsplash.com
