Jeep Clinches Royal Seal Of Approval From King Of Beers

Jeep Cherokee

Jeep Cherokee

Jeep has received a royal seal of approval from the King of Beers after supplying a fleet of head-turning new Cherokees.

Weybridge Automobiles in Cobham, Surrey, together with the Chrysler Group, has provided seven vehicles for Budweiser Europe’s promotions team, and are soon to become a common sight in towns and cities across the UK.

The fleet is for use by the company’s BRITS – Budweiser Regional Impact Teams – who travel the length and breadth of the country providing custom-built interactive games at pubs, clubs and events. They also carry point-of-sale materials and even on occasion make emergency beer deliveries for outlets running out of stock.

Mikol Curteis, Buyer for Shared Services at Budweiser Europe Ltd, explained: "The BRITS are essential for promoting Budweiser across the UK, and it is important that they are provided with reliable and practical transport which reflects the company’s image. Being a US beer, we wanted to keep the US theme consistent which the Jeep brand helps us to do, and we have also been extremely happy with the Cherokee on its own merits. The volume capacity was a major factor in our decision, and we in fact design all of our equipment which needs to be carried to perfectly fit the interior of the Cherokee."

Laurence Hagger, Business Development Manager for the Chrysler Group in the UK, commented: "Budweiser shares our strong desire to deliver excellence, and their brand values mirror ours very well. We are delighted at the decision of Budweiser to purchase these Jeep Cherokees, enhancing their current fleet for brand promotions. The Cherokees look absolutely stunning, and reconfirm the ability of the Cherokee to deliver a strong and powerful message – if you need a vehicle for promotional purposes there is no finer choice due to its unique design."

Published 16 July 2004 Melanie Carter

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