E-Malt.com News article: World: Budweiser to pass Heineken and become the leading ‘international’ beer brand by 2017

Budweiser’s ‘international’ brand volume passed the 20mhl threshold in 2012, Plato Logic Limited reported on June, 6.

Only 4 beer brands achieve 10mhl ‘non-domestic’ volume and Budweiser has now overtaken both Corona and Carlsberg in the last 2-3 years. Is Budweiser now closing the gap on Heineken?

A direct comparison between the two brands is arguably difficult as the USA, the Heineken brand’s largest market, is of course Budweiser’s domestic market. Also, Budweiser is mainstream in some international markets and, even where premium, may not command as high a price as Heineken.

Nevertheless, at current rates of growth, Budweiser could pass Heineken to become the leading ‘international’ beer brand by 2017. It is also possible to highlight the contrasting development of the two brands in Q1-2013, even if this may be an unrepresentative quarter.

Although it is also possible to highlight one market, China, as a key driver of Budweiser’s recent growth, this is again significant in that, supported by the recent strong entry into Brazil, it underlines the performance of the brand in emerging markets.

In the emerging beer markets, Budweiser has already closed the gap on Heineken in 2012.


10 June, 2013