Posted AT 6:00 AM EST on 19/07/08
This Bud's gone … is Coke next?
In hindsight, it seems all too obvious that Carlos Brito had a master plan.
It was the summer of 2005, and Mr. Brito was chatting in the pub they have at Labatt Brewing's head office in Toronto. But his mind was elsewhere – specifically, St. Louis and the colossus of Anheuser-Busch. “Bud Light is the number one brand by volume in the world,” he said, explaining why Labatt, Anheuser's distributor in Canada, would be spending more to advertise Budweiser products.
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