Budweiser Brewing team companions with BT game

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Budweiser Brewing Group UKI and BT Sport are offering trade customers a new exclusive deal to support them during reopening.

Pub and club operators who are new to BT Sport can get 50% off the price of their BT Sport subscription, as well as a one month payment holiday taken at a time of their choice, by adding one of Budweiser Brewing Group’s draught lines to their bar.

About Budweiser
Budweiser () is an American-style pale lager produced by Anheuser-Busch, currently part of the transnational corporation AB InBev and produced in various breweries around the world. There is an unrelated lager also called Budweiser, originating centuries ago in České Budějovice, Czechia (historically known as Budweis); the existence of the two separate beers has given rise to a trademark dispute preventing Anheuser-Busch from using the “Budweiser” name in some regions, leading to the exclusive use of “Bud” in those markets.
Introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri, Budweiser has become one of the largest-selling beers in the United States. The lager is available in over 80 countries, though not under the Budweiser name where Anheuser-Busch does not own the trademark. Budweiser is a filtered beer, available on draft and in bottles and cans, made (unlike the Czech lager) with up to 30% rice in addition to the hops and barley malt used by all lagers.

Budweiser Brewing Group partners with BT Sport

About Brewing
Brewing is the production of beer by steeping a starch source (commonly cereal grains, the most popular of which is barley) in water and fermenting the resulting sweet liquid with yeast. It may be done in a brewery by a commercial brewer, at home by a homebrewer, or by a variety of traditional methods such as communally by the indigenous peoples in Brazil when making cauim. Brewing has taken place since around the 6th millennium BC, and archaeological evidence suggests that emerging civilizations, including ancient Egypt and Mesopotamia, brewed beer. Since the nineteenth century the brewing industry has been part of most western economies.
The basic ingredients of beer are water and a fermentable starch source such as malted barley. Most beer is fermented with a brewer’s yeast and flavoured with hops. Less widely used starch sources include millet, sorghum and cassava. Secondary sources (adjuncts), such as maize (corn), rice, or sugar, may also be used, sometimes to reduce cost, or to add a feature, such as adding wheat to aid in retaining the foamy head of the beer. The most common starch source is ground cereal or “grist” – the proportion of the starch or cereal ingredients in a beer recipe may be called grist, grain bill, or simply mash ingredients.Steps in the brewing process include malting, milling, mashing, lautering, boiling, fermenting, conditioning, filtering, and packaging. There are three main fermentation methods, warm, cool and spontaneous. Fermentation may take place in an open or closed fermenting vessel; a secondary fermentation may also occur in the cask or bottle. There are several additional brewing methods, such as Burtonisation, barrel-ageing, double dropping, and Yorkshire Square.

This exclusive deal, only available to Budweiser Brewing Group customers, aims to help customers re-establish their businesses by driving footfall and revenue after the Covid-19 closures.

The discounted BT Sport offer comes with a comprehensive range of both physical and digital support tools to help venues get the most out of their subscriptions, along with guidelines and tips on how to show sport safely in a post-Covid world.

Budweiser Brewing Group partners with BT Sport

It is available to new BT Sport customers who add any Budweiser Brewing Group brand on draught to their bar – including hero brands Budweiser, Stella Artois and Beck’s.

And the new partnership doesn’t only reward new BT Sport customers, existing BT Sport customers can also benefit from money off their subscription by taking incremental BBG brands

Ryan Fritsch, on-trade sales director at Budweiser Brewing Group UKI, said: “Pubs play a vital role in the nation’s communities and culture, and watching live sport is a huge part of this.

“As well as supporting the on-trade with safe reopening, we are committed to helping our customers create memorable experiences for pubgoers who have been missing their local over the past couple of months.

“Our new deal with BT Sport aims to do just that, while helping to ease additional financial pressures for pub and bar owners at a very challenging time.”

Bruce Cuthbert, commercial sport director at BT Sport, added: “At no other time has it been more crucial to support the industry as it rebuilds.

“This partnership between BT Sport and Budweiser Brewing Group will provide welcome discounts for both new and existing customers, at a time when businesses need to carefully balance cost control with sound investments to encourage customers back into their venue.”