BUSCH BEER EXPANDS MERCHANDISING PRESENCE

Established Beer Brands Look To Connect With Outdoor Enthusiasts

ST. LOUIS (July 25, 2006) – For the first time, Anheuser-Busch is making its Busch and Busch Light beer brands available for licensing on popular items designed for outdoor enthusiasts. Potential licensing opportunities include camping, fishing and hunting equipment, as well as outdoor recreation products, apparel and accessories such as fishing rods, tackle boxes, fishing apparel, tents, backpacks, outdoor furniture, hunting bags, rainwear, flashlights, etc.

Anheuser-Busch’s increased commitment to sourcing brand-building licensing opportunities will help to further expose Busch beer to adult beer drinkers who enjoy leading active, outdoor lifestyles, by connecting with them on a new level – through items and equipment that they regularly use and enjoy.

“This is the first time we’ve pursued licensing opportunities for our Busch and Busch Light brands,” said Jim Lukowski, director, value brands, Anheuser-Busch Inc. “We’re excited to offer adult beer drinkers a variety of high-quality products that fit their lifestyle, and that are branded with their beer of choice.”

To realize the full benefits of this increased commitment to product licensing, Anheuser-Busch has enlisted the expertise of IMC Licensing, a full-service licensing agency that will identify products that meet a variety of the brands’ core consumer needs. These are expected to include a wide variety of products ranging from casual backyard grilling items and equipment, to essential gear for outdoor enthusiasts. IMC will support Anheuser-Busch’s efforts with a strategic licensing plan, and work closely with licensees and retailers to fully maximize distribution.

IMC will also work on the Natural Brand Family to help increase retail exposure for these brands. These licensing agreements will join Anheuser-Busch’s existing agreements for its Budweiser and Michelob family brands.

ABOUT ANHEUSER-BUSCH

Based in St. Louis, Anheuser‑Busch is the leading American brewer, holding a 48.8 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser‑Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2006. Anheuser‑Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans. For more information, visit www.anheuser-busch.com.

ABOUT IMC LICENSING

IMC Licensing is the nation’s leading licensing agency specializing in consumer product brands. Firmly grounded America’s heartland, IMC turns brands into great new consumer products that delight consumers and expand the long-term value of our clients’ iconic trademarks.

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