On its acquisition of Anheuser -Busch in 2009, the UK InBev team's execution skills quickly and crucially stopped the rot on Budweiser's three-year decline.
But 2010 was one of the few great results to come out of the World Cup, as Budweiser's superb UK execution of its global sponsorship deal delivered sales growth in excess of the entire lager category growth that year.
The strategy was built around on-pack promotions, supported by functional advertising for the most part though Cedric the Entertainer may be the most memorable- ever responsible drinking ad.
But it wasn't all about the World Cup. A sweeter, less fizzy brand extension, Bud 66 outsold Cobra, Heineken and Tuborg on volume in the four months from its summer launch.