Budweiser is the “King of Fears” this Halloween

Budweiser is giving retailers free party kits to support a frightening boost to sales over Halloween

This October, Budweiser is bringing the Halloween spirit to homes across the UK with specialty gift packs – the Budweiser King of Fears Party Kit – helping Britain get into character for a ghoulishly good party with friends.

Each King of Fears Kit contains five Halloween masks with varied designs; consumers will receive these in store with the purchase of Budweiser[1]. There are over 13,000 Kits available in retail and convenience stores nationwide.

Reinventing the average Halloween shopping experience, Budweiser will also launch the Budweiser King of Fears Shop, the UK’s first haunted fancy dress shop with illusionists and scare experts. Think haunted house meets fancy dress shop –  with a Budweiser bar and free Budweiser with every purchase.

Budweiser opens its King of Fears shop as part of a larger Halloween takeover, culminating in the Nightmare Circus Halloween Party on Saturday 28th October at The Magic Roundabout, Old Street. A DJ set from indie sensation FOALS will headline the event, with band members Edwin Congreave and Jack Bevan on the decks. Get ready for an evening of tricks, treats, epic music, a slaughterhouse bar, London’s finest street food and an array of twisted performances! The Nightmare Circus Party and King of Fears Shop are both strictly 18+ and guests may be required to show ID on the door.

Sascha Cordes, Senior Brand Manager, Budweiser UK, commented: “Budweiser is excited to bring this offer to consumers and retailers as part of the inaugural Nightmare Circus venue takeovers.

“Halloween is quickly becoming one of the key celebration moments of the year, and we want Budweiser to be a part of this by being the beer everyone wants to stock their fridges with this year. Expect tricks, treats, and ice-cold beer – Halloween, this Bud’s for you.”

About Budweiser

The “King of Beers”, Budweiser, was introduced by Adolphus Busch in 1876 and is still brewed with the same care and high?quality, exacting standards. What began as an American original 139 years ago is a global brand today, enjoyed by consumers in 85 countries. In accordance with its original recipe, this great American lager is aged over Beachwood chips for 21 days which results in a perfectly balanced flavor and a crisp, clean refreshing taste. Budweiser is considered the world’s most valuable beer brand*.

*SOURCE: 2015 BrandZ™ Top 100 Most Valuable Global Brands

About AB InBev UK & Ireland

AB InBev UK Ltd is the UK trading subsidiary of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). In the UK, AB InBev employs nearly 1,000 people in our two breweries and local headquarters. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®. We are a founding member of the Portman Group, member of the British Beer and Pub Association, supporter of the Drinkaware Trust, have partnered with the Alcohol Education Trust and are a signatory to a number of pledges as part of the Public Health Responsibility Deal. Our Dream is to bring people together for a better world. Learn more at www.ab-inbev.co.uk or on Twitter through @ABInBevUKI_News

For more information about Anheuser-Busch InBev, please visit www.ab-inbev.com.