Anheuser-Busch (AB) InBev’s beer brand Budweiser has formed a three-year partnership with hospitality provider High Street Group (HSG).

Through this partnership, Budweiser has become a part of HSG’s partnership programme, introduced in 2019.

High Street Group chairman Gary Forrest said: “We are thrilled to forge a relationship with Budweiser, a market leader in its trade. The partnership is another sign of our ambitions to showcase our brands and venues in the North East.

“We are eager to get started on projects with Budweiser and enhance the consumer experience in the region.”

Budweiser will now be joining other global brands Bidfood, Diageo, LWC, Laurent Perrier, Franklyn & Sons and Great Annual Savings, who joined the programme to work together for driving the business forward.

The High Street Hospitality division will benefit on all draught, bottled beer and cider under the partnership.

To ensure competitive prices for consumers across the North East, the joint venture (JV) will be promoting each brand and improve sales opportunities.

Brewing Group UK&I trade sales director Ryan Fritsch said: “The North East boasts a thriving hospitality scene, so we are delighted to extend our beer and cider offering to more diners and drinkers in the region.

“We look forward to working closely with the High Street Hospitality Group, to help its restaurants, bars and hotels bring more people together with great beers, like Budweiser, Stella Artois and Corona, for every occasion.”

Last March, AB InBev changed the name of its UK business to Budweiser Brewing Group UK&I in view that Budweiser is better known to consumers and to increase sales in the UK.