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Fresh beer delivery

ST. LOUIS – Budweiser, Bud Light and the Jacksonville Jaguars have designated Sunday, September 14, as "Freshness Day" offering thousands of adult football fans in the area an opportunity to taste Budweiser Family products the same day they are packaged. The Jaguars host the visiting Buffalo Bills that day at 1 p.m. ET.

Stadium vendors will offer Budweiser and Bud Light draught beer, packaged and served bearing the same "Born On" date – September 14, 2003 – allowing consumers to try the freshest beer available. Budweiser and Bud Light trucks will pick up beer that morning at the Anheuser-Busch Jacksonville brewery and deliver it to North Florida Sales, the local Anheuser-Busch wholesaler. Wholesaler representatives will then deliver the day-fresh Budweiser and Bud Light to the stadium for sale to consumers that day. It takes approximately 30 days to brew Budweiser and Bud Light.

"We've always strived to bring consumers the freshest beer possible," said Bob Lachky, vice president of brand management & director of global brand creative, Anheuser-Busch, Inc. "During the Jaguars season opener, we want our consumers to have an opportunity to try Budweiser and Bud Light straight from the brewery and taste for themselves the importance of freshness to beer. The fact is, fresh beer tastes better."

Special Budweiser and Bud Light "Freshness Day" announcements will appear on the stadium Jumbotron during the game, and other elements include vendors wearing "Think Fresh, Drink Fresh" buttons and freshness-themed signage and point-of-sale materials displayed throughout the stadium.

Budweiser has designated select days each month throughout 2003 as "Freshness Day," offering millions of adult consumers across the U.S. an opportunity to taste Budweiser the same day it is packaged. Select local wholesalers and retailers in more than 175 cities have participated, and more than one million consumers have sampled "day-fresh" Budweiser in 2003.

Concessionaires who have purchased Budweiser and Bud Light will offer adult consumers in 16 NFL cities an opportunity to buy day-fresh beer at games this season (please see attached schedule).

Budweiser also supports its national Freshness program with a full line of point-of-sale (POS) materials – including imprintable banners, table tents and freshness cards – featuring a tagline of "Think Fresh, Drink Fresh." Additionally, a current television advertising campaign features the "Think Fresh, Drink Fresh" tagline and emphasizes fresh thinking and fresh ideas.

Budweiser's average retail age is 35 days, meaning a typical Budweiser bottle or can is 35 days old when purchased by a consumer from a retailer. In comparison, other domestic premium brands are nearly twice as old in terms of average retail age, while leading imports are more than twice as old. (Source: Audits & Surveys – N.Y.)

Anheuser-Busch has always used a packaging date for its products and introduced the consumer-friendly "Born-On" date coding on September 2, 1996. The company's 12 U.S.-based breweries and network of more than 700 wholesalers reduce delivery time and ensure that fresh beer is in retail accounts shortly after packaging.

As it reads on every beer package, Anheuser-Busch beers including Budweiser and Bud Light are at their peak of freshness and taste within 110 days from their "Born On" date.

Budweiser, the world's best-selling beer, and Bud Light, the world's best-selling light beer, are brewed by Anheuser-Busch, the world's largest brewer. Budweiser is an official team sponsor of 27 of 32 NFL teams this season.

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