Dr. Sabrina Segal

Not talented enough to vie for the gold at the Beijing Olympics? Then this Bud’s for you.

Budweiser, the official international beer sponsor of the Olympic Games has introduced a line of commemorative beer cans in gold, silver, and bronze. The special cans, available only in China, convey good luck to the athletes of China and are adorned with Chinese elements such as flying dragons.

“The dragon symbolizes the Chinese nation emerging onto the international sports arena.” Budweiser is proud of its sponsorship of the Games and has put the 2008 Beijing logo on most of its products throughout the world. The company is also promoting Olympic-themed beer gardens on a global scale leading up to the games.

Just as Budweiser sponsors sporting events in the US, the same is true in China with World Cup Soccer tournaments. Other local and regional events also feature the Budweiser name.

China is the largest and fastest-growing beer market in the world and Anheuser-Busch and the Budweiser brand have developed strong ties in country, including a number of breweries.

Ever mindful of its moniker, the “King of Beers,” Budweiser has maintained a positive image in China. When water pollution threatened local water supplies, Bud’s brewery provided the local community with fresh, clean drinking water. In 2004, it brought Elton John to China for an historic concert, followed by Cirque du Soleil in 2006.

The devastating May 2008 earthquake in southwest China has quelled global Olympic protests. As the country heals from a horrific national disaster, will the world view the Olympics and its sponsors differently?

Photo Credit: Dr. Sabrina Segal