TLL Staff
CAA Brand Management has been named the global licensing agency for Anheuser-Busch, expanding its longtime relationship with the brewing giant.
The announcement signals a renewed push to take Anheuser-Busch’s brand portfolio beyond the beer aisle, and into a frothy mix of consumer product categories around the world.
As part of the agreement, CAA Brand Management will oversee the development and management of Anheuser-Busch’s worldwide licensing program.
The agency will focus on brewing up new collaborations for the brewer’s best-known brands—such as Budweiser, Bud Light, Michelob ULTRA, Stella Artois, and Busch Light—and turn them into household names in categories beyond beverages, including fashion, food, collectibles, home goods, health and beauty, and more.
“Anheuser-Busch proudly leads the number one beer portfolio in terms of brand power,” said Perry Wolfman, CEO of CAA Brand Management. “By deepening our partnership, we can tap into our global platform and expertise to enhance their brand presence in new markets.”
Wolfman added that the agency is pursuing a range of “innovative partnerships” to bring the brewer’s influence into new product categories and consumer experiences.
Wolfman also says the global licensing effort is more than just putting logos on T-shirts, although you can expect a few of those too. CAA says it’s more about expanding the reach of America’s most iconic beer brands in creative ways that also generate revenue, with a strong focus on lifestyle branding that aims to pop the cap off new markets.
Whether it’s Budweiser-branded sneakers, Michelob ULTRA yoga mats, or Stella Artois homeware, CAA says Anheuser-Busch is no longer just playing in bars and ballparks, and will be moving into your closet, kitchen, and beyond.
For Anheuser-Busch, the strategy is another step toward building a “future with more cheers.” With more than 165 years of brewing history, the company’s reach spans traditional lagers to craft beers and beyond. CAA notes that the company’s commitment to community programs, environmental efforts, and supporting American jobs makes it a major cultural force in the beverage world.
CAA Brand Management, one of TLL’s Top 20 licensing agencies by sales revenue, brings over three decades of licensing experience to the partnership, with operations in 20 countries and a roster of clients that includes some of the world’s most recognized names across multiple industries.