– Christmas Jumpers knitted by hashtags front Budweiser’s designated driver campaign-
26 November 2013, London – Festive knitwear is about become even cooler as a Twitter-powered knitting machine, nicknamed Knitbot, has been unveiled by Budweiser today ahead of the forthcoming Christmas jumper season.
The groundbreaking machine will knit the festive season’s ‘must have’ fashion garment and is being pioneered as part of Budweiser’s campaign to encourage people to appoint designated drivers over the festive season.
Knitbot works by using a special chip designed to respond to hashtag mentions of #jumpers4des on Twitter. The more hashtag mentions received, the more jumpers the Knitbot will make. The special machine has been in secret development since the summer and will now be used to knit jumpers to celebrate designated drivers over the festive period.
Knitbot will complement the trend of Brits donning festive jumpers, with a bright red theme accompanied by white snowflakes and traditional Budweiser Clydesdale horses. The design mirrors the limited edition Budweiser can packs now available in supermarkets, reminding consumers to ‘Celebrate Responsibly’.
Jennifer Anton, Budweiser’s UK Marketing Manager, comments: “We wanted to promote and celebrate the important role that designated drivers play in a fun and engaging way, with our own take on the festive knitwear trend. We believe this process of knitting by the power of Tweets is the first of its kind, and the end result with our Knitbot machine is something quite spectacular.”
Knitbot launches at 10am on 26 November and will knit away via the power of Tweets until 10am on 6 December. A lucky number of supporters of designated drivers can visit the Budweiser UK Facebook page afterwards for a chance to win a jumper made by Knitbot.*
Budweiser Celebrate Responsibly Christmas jumper packs are available in stores now, with a percentage of proceeds from special Give Back packs in ASDA going to the charity RoadSafe, the UK’s leading forum for promoting and devising solutions for road safety problems.
Budweiser has been a supporter of ‘Designate a Driver’ for more than 20 years and runs numerous programmes around the world to promote the use of designated drivers at bars, restaurants and home gatherings.
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For more information and imagery please contact the Budweiser press office at Mischief PR on 020 3128 6600 or [email protected]
Notes to editors
For the facts about alcohol: www.drinkaware.co.uk
* Over 18s only. Full terms and conditions apply
The following limited edition packs are available in these stores now:
10 x 440ml can Give Back Pack in Asda only
10 x 440ml cans – Tesco and Morrisons
18 x 440ml cans – Asda and Sainsbury’s
AB InBev and Promoting Responsible Drinking
Promoting responsible drinking is a fundamental part of our dream to be the Best Beer Company in a Better World. Our goal is to encourage consumers of legal drinking age to enjoy our products responsibly. We help to promote responsible drinking in four ways:
- Supporting alcohol education, particularly for parents
- Providing information and training
- Offering greater choice to consumers
- Working in partnership
Budweiser has also been a long standing supporter of initiatives such as ‘I’ll be DES: the designated non-drinking driver’ Portman Group campaign.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Corona®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.co.uk.