BRUSSELS/COPENHAGEN (Reuters) – As bars across Europe gradually reopen, up to a million free or pre-paid beers are waiting to lure back wary consumers.
Beer makers from global giant Anheuser-Busch InBev (ABI.BR) to smaller craft brewers have set up schemes for consumers to buy drinks in advance to support shuttered bars with, in some cases, the reward of free beer when the doors reopen.
AB InBev launched its first scheme “Cafe Courage” in Belgium and has since sold over 200,000 Stella Artois, Jupiler and other brands. It also started similar schemes in 20 other markets across Europe and from Brazil to Hong Kong, raising over $6 million for pubs, bars and restaurants.