Budweiser takes on new on-trade sales director

By Alice Leader contact

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On-trade targeted: Ryan Fritsch is ‘hugely excited’ to take on his new role at Budweiser Brewing Group
On-trade targeted: Ryan Fritsch is ‘hugely excited’ to take on his new role at Budweiser Brewing Group

Related tags: Budweiser

Budweiser Brewing Group UK&I, a part of AB InBev, has announced Ryan Fritsch as its new on-trade sales director, who will be pushing on-trade sales across Budweiser Brewing Group’s entire portfolio.

Fritsch aims to build on the accomplishments of Rory McLellan who, after two successful years as on-trade sales director, will be taking on the role of logistics director at Budweiser Brewing Group (BBG).

Fritsch said: “I’m hugely excited to join the Budweiser Brewing Group team as on-trade sales director.

“I’m looking forward to demonstrating our continued commitment to our customers in 2020, from expanding our sales force and bringing our drinks dispense service in-house, to playing a part in the overall success of the UK pub and bar industry.”

Previous successes

Fritsch joined AB InBev two years ago, after completing an MBA at IESE Business School in Barcelona, Spain.

He became BBG’s country manager for Luxembourg, and before that he headed tech sales for Belgium, Germany and Luxembourg.

Prior to this, Fritsch worked around the world as a US Navy bomb disposal expert and instructor.

Now, Fritsch will be responsible for accelerating on-trade sales across BBG’s entire portfolio, including best-loved beers Budweiser, Corona, Michelob Ultra and Stella Artois.

An integral role

BBG UK&I president Paula Lindenberg said: “We’re thrilled to have Ryan join the UK team following his success in Europe.

"A key focus for us is to accelerate momentum in the on-trade following the growth we achieved under Rory’s leadership, and we know Ryan will play an integral role in achieving our goals across our amazing portfolio of brands.”

The appointment follows a series of recent commitments from BBG to its customers.

Most recently, the business announced a partnership with Opus Energy to offer participating pubs and bars an exclusive green energy tariff to helps its customers to power their venues with 100% renewable energy.

Related topics: Beer

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