A Budweiser Budvar UK initiative to set up a trade body for the marketing and promotion of foreign imported specialist beers is taking shape. Representatives include Adnams, Bavaria Beer, James Clay, Heineken, Refresh, Tiger Beer, Ubevco and CGA Centro. A preliminary meet at Budweiser's London headquarters has already taken place. other serious players like Charles Wells and Sapporo are to be kept in the loop. According to John Harley, CEO of Budweiser UK, the decision was made to go ahead immediately and start laying a serious foundation for the new organisation, which is yet to be named. "It became obvious that we had to do something when the Red Tops started the media furore about beers that were brewed under licence apparently trying to personate a genuine brewed at source foreign product" said Harley.
