Anheuser-Busch Creates 'Budweiser Jammin' Promotion to Provide
                          Local College Scholarships

    ST. LOUIS, June 19 /PRNewswire/-- How do you make one of the most
successful urban concert series better?  Make it bigger.  Anheuser-Busch, Inc.
has announced that this summer's Budweiser Superfest concert series will be
bigger than ever and include special promotional programs to raise money for
local education scholarships.
    Marking its nineteenth year, "Budweiser Superfest '98" is a national
concert tour featuring some of the hottest Soul, R&B, Hip Hop and Rap Music
talent in America.  Stars for this year's lineup include: LL Cool J, Maze --
featuring Frankie Beverly, Pattie LaBelle, LSG, K-CI and JoJo, Dru Hill and
many more.
    "The Budweiser Superfest '98" tour will be similar to what most people
remember of earlier Superfest shows," said Danny Scott, Budweiser product
manager.  "Fans will enjoy an experience the way major concerts used to be
-- all-day stadium shows featuring a wider range of talent for a broader range
of people.  Our goal is to appeal to as many adult Budweiser consumers and
adult concert fans as possible."
    Tour venues, cities and dates include:  LA Coliseum (Los Angeles, CA) on
6/27/98; Starplex Amphitheater (Dallas, TX) on 7/3/98; Houston Summit
(Houston, TX) on 7/5/98; RFK Stadium (Washington, D.C.) on 7/11/98; Pine Knob
(Detroit, MI)on 7/12/98; Rosemont Horizon (Chicago, IL) on 7/18/98; Georgia
Dome (Atlanta, GA) on 8/1/98; and Giants Stadium (New York, NY) on 8/2/98.
    Budweiser will promote Superfest with a multilevel marketing mix
including:  live remotes from Superfest venues; print advertising in four
premier national African American magazines and 107 local African American
newspapers; in-market TV ads; radio trade-for-mentions; and point-of-sales
pieces such as tour booklets, counter cards, table tents, cooler stickers, and
danglers.  Media support will run through July.
    To broaden consumer participation, Anheuser-Busch has created the on-
premise "Budweiser Jammin' for Education" sweepstakes program, which will
award two grand prizes of four tickets to one of many Budweiser-sponsored
events, including the "Essence Music Festival," the "Black Enterprise Golf and
Tennis Challenge," "Budweiser Superfest" or the "Soul Train Music Awards."
Other prizes include four Technics Mega CD Players, 10 leather Pelle Pelle
jackets and 500 Budweiser hats.

    Budweiser Jammin' Promotion
    As a responsible corporate partner with local communities across the
country, Anheuser-Busch is using the reach of Superfest to create "Budweiser
Jammin'" -- a four-part promotional program to help fund local scholarships
for urban youths.
    "'Budweiser Superfest' is one of our biggest programs targeted for urban
consumers," said Scott.  "By incorporating the concert into the 'Budweiser
Jammin' campaign, we've been able to associate the series with philanthropic
activities focused on education."
    "Budweiser Jammin'" has four promotional programs that include:
"Budweiser Superfest '98"; the "Budweiser Battle of the Bands," featuring
local band competitions designed to reward and recognize each Superfest
market's top musicians; "Budweiser Jammin' for Education" local scholarship
fundraising campaign; and a televised musical celebration and phone-in pledge
drive.
    Portions of ticket sales from "Budweiser Superfest '98" will be donated to
a college scholarship fund benefiting students in each Superfest market.
    The "Battle of the Bands" program features a local band competition in
each of eight Superfest markets.  Winning bands will serve as the opening act
of each hometown Superfest concert.
    The "Jammin' for Education" program features fund-raising Bud Whist and
Domino tournaments in 30 markets, live radio remotes from Superfest venues to
promote the scholarship drive and a consumer sweepstakes program.
    As Superfest ends, the music will continue with a televised fundraising
musical celebration featuring top performers in the Rhythm & Blues, Rap, Pop,
Jazz and Gospel music genres.  Viewers will have the opportunity to call and
pledge support for local scholarships by responding to an on-screen 1-800
phone number displayed throughout the show.  The television special will be
viewed in prime time in the top 50 U.S. markets.
    Budweiser was introduced in 1876 when Anheuser-Busch founder Adolphus
Busch set out to create the United States' first truly national beer brand
-- a beer that would be universally popular and would transcend regional
tastes.  Today, Budweiser is the best-selling beer in the world and outsells
all other domestic premium beers combined.
    Budweiser is brewed by Anheuser-Busch, Inc., the world's largest brewer.

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