Budweiser Releases First Rise As One Global TV Spot as Anticipation Builds for the 2014 FIFA World Cup Brazil™

Budweiser Releases First Rise As One Global TV Spot as Anticipation Builds for
                       the 2014 FIFA World Cup Brazil™

Brand Unveils Budweiser Heroes Program for the Chance to Win a FIFA World Cup™
Experience and Collaboration with VICE on Digital Content Series

PR Newswire

NEW YORK, March 17, 2014

NEW YORK, March 17, 2014 /PRNewswire/ --Budweiser, the official beer sponsor
of the 2014 FIFA World Cup Brazil™, today revealed the next components of its
fully integrated, global content series as part of the brand's Rise As One
FIFA World Cup™ ^ campaign, beginning with the digital debut of their first
2014 FIFA World Cup Brazil™ television advertisement entitled, Believe As One.

Centered around the Rise As One thematic which honors the moments that unite
football fans worldwide, Believe As One captures the spirit of anticipation
now building around the world as fans and players eagerly look ahead to the
FIFA World Cup™ tournament, and will air in markets globally as excitement for
the tournament continues to grow.

Believe As One is the first of two new FIFA World Cup™ advertisements by
Budweiser, and was filmed in black-and-white to truly highlight the passion
and pride for the sport that unites fans around the world, irrespective of the
team they support.

"Football is unique in its ability to unite fans all over the globe and its
unifying power is never more evident than when the world comes together during
the FIFA World Cup™," said Andrew Sneyd, Global Vice President, Budweiser.
"Through the Rise As One campaign and our new spot Believe As One, Budweiser
showcases the passion and building anticipation shared by fans and players the
world over."

Budweiser Heroes: From Across the Globe and in your Community
Budweiser celebrates football heroes that exist not only on the global stage,
but also in local communities around the world. Now, Budweiser Heroes, a new
partnership with VICE will highlight the real-life stories of individuals who
have made a significant impact in their community and how their love of
football transformed the lives of everyday people.

Beginning today, fans are encouraged to submit stories about their own
football hero who has gone the extra mile to do something truly game changing
for his or her teammates or community through their love of the sport. Fans
that enter can rally support for their stories by sharing on their social
networks and asking others to vote.

Winners will be chosen by the brand to all receive an all-expenses paid trip
to the 2014 FIFA World Cup Brazil™, tickets to a football match and a
three-day stay at the Budweiser Hotel in Rio de Janeiro.* To celebrate these
heroes and give them the recognition they deserve, Budweiser and VICE will
also create a short film of the winners to further showcase their individual

In addition to the stories submitted by fans around the world, Budweiser and
VICE are creating a series of short digital episodes that follow the same
campaign thematic and will tell five incredible and inspiring contemporary
stories from around the globe. They are:

  oFrom Brazil, "Football is Believing" – a highly competitive form of the
    sport played by blind and partially-sighted athletes and this film follows
    as one of the top teams in Brazil tries to pull a new player out of
  oIn Koh Panyee, a tiny island floating off the coast of Thailand, a group
    of football-crazed fisherman encountered a unique problem in that there
    was no land to play the beautiful game. This short explores how a group of
    friends came up with an idea that would eventually spawn one of the most
    successful football clubs in southern Thailand.
  oSituatedin the Darfur region in Eastern Chad, the Djabal Refugee Camp is
    home to six tribes, many of whom have been in conflict for centuries.
    Darfur United is the first team ever established to represent the region
    in international sports.
  oThis film explores the growing grassroots football sub-cultures developing
    in unexpected places in China. Follow one of Beijing's most prestigious
    independent teams to a Naxi village in the rural southwest to see what
    happens when old and new China mix on the pitch.
  oIn Texas, we follow the best amputee footballers in America as they come
    together for tryouts and the team's first training camp in hopes of
    representing their country in the Amputee Football World Cup.

Available to view on www.RiseAsOne.com, these digital shorts will serve as
inspiration for the "Budweiser Heroes" program which will focus on
fan-submitted stories exploring how football sparks heroism and brings people
and communities together for altruistic pursuits.

For more details on Budweiser's creative content series and the Rise As One
campaign, visit www.RiseAsOne.com.

*Terms & conditions apply. Fans, and the heroes they nominate, must be of
legal drinking age in their country of residence. For full details and
contest rules, and to enter, please visit www.RiseAsOne.com

About Budweiser & Football
Budweiser has a strong commitment to football globally, having served as
official beer sponsor of the FIFA World Cup™ for over 25 years, and with an
ongoing commitment through the 2018 and 2022 tournaments.

About Anheuser-Busch InBev
While Budweiser will serve as the official beer of the 2014 FIFA World Cup
Brazil™, Anheuser-Busch InBev will once again leverage its portfolio of beers
around the world by extending local sponsorship rights to its leading brands
in select football markets, including Brahma (Brazil), Harbin (China), Corona
(Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia),
Hasseroder (Germany) and Beck's (Italy), among others.

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in
Leuven, Belgium, with American Depositary Receipts on the New York Stock
Exchange (NYSE: BUD). It is the leading global brewer and one of the world's
top five consumer products companies. Beer, the original social network, has
been bringing people together for thousands of years and our portfolio of well
over 200 beer brands continues to forge strong connections with consumers.
This includes global brands Budweiser®, Corona® and Stella Artois®;
international brands Beck's®, Leffe®, and Hoegaarden®; and local champions Bud
Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Victoria®, Modelo Especial®,
Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®,
Chernigivske®, and Jupiler®. Anheuser-Busch InBev's dedication to heritage and
quality originates from the Den Hoorn brewery in Leuven, Belgium dating back
to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins
in St. Louis, USA since 1852. Geographically diversified with a balanced
exposure to developed and developing markets, Anheuser-Busch InBev leverages
the collective strengths of its more than 150,000 employees based in 24
countries worldwide. In 2013, AB InBev realized 43.2 billion USD revenue. The
company strives to be the Best Beer Company in a Better World. For more
information, please visit: www.ab-inbev.com

SOURCE Budweiser

Website: http://www.riseasone.com
Contact: Chris Smith, chris.smith@ketchum.com, 212-796-9814
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