AB InBev to reintroduce Bud beer in Germany ahead of 150th anniversary celebration
Anheuser-Busch InBev brings Bud beer back to Germany as part of its 150th anniversary celebration, partnering with the NFL for promotion.
GERMANY – Anheuser-Busch InBev (AB InBev) has announced plans to reintroduce its Bud beer brand to the German market in 2026 as part of celebrations marking the brand’s 150th anniversary.
The Belgium-based brewing giant said the relaunch comes amid growing demand for international lager beers in Germany, one of Europe’s largest beer markets. The segment has recorded notable growth in recent years, creating favourable conditions for Bud’s return.
Initially, Bud will be available exclusively through Rewe stores before expanding to other retail outlets and bars across Germany next year.
AB InBev has also partnered with the National Football League (NFL) to promote the relaunch, with Bud set to feature prominently at the upcoming Berlin Game on 9 November at the Olympic Stadium.
The partnership underscores the brand’s strategy to connect with consumers through major sporting and entertainment events.
While AB InBev did not disclose the exact brewing location for Bud, the company confirmed that production would take place within the European Union.
Arnaud Hanset, president of AB InBev’s Central European business unit, said the brand’s return holds special significance.
“As we prepare to celebrate the 150th anniversary of Eberhard Anheuser and Adolphus Busch’s famous lager, we look back on a history deeply rooted in Germany – a familial connection that has shaped the Anheuser-Busch name,” he stated.
“The return of Anheuser-Busch Bud is a testament to this enduring legacy and the growth over the years. It’s about beer bringing people together and creating moments of celebration,” he added.
AB InBev cannot market the beer under the Budweiser name in Germany, as local rights to the trademark belong to Czech brewer Budejovicky Budvar.
The announcement comes as Germany’s beer industry faces declining sales. According to data from the Federal Statistical Office (Destatis), breweries and distributors sold approximately 8.3 billion litres of beer in 2024, a 1.4% decrease from the previous year.
In its recent half-year results, AB InBev reported a 0.1% decline in European beer volumes but noted it had outperformed the industry in five of its six key markets.
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