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To maximize the value of its Budweiser brand for a foray into the BBQ sauce category, Anheuser-Busch's criteria for container selection included excellent surface quality and clarity, great hand feel, and of course a package that lived up to Budweiser's "King of Beers" heritage. Chosen from among hundreds of stock options, Berlin Packaging's decanter was selected by filler Specialty Foods because of it's category-relevant structural cues, "filler-friendly" geometry and ample branding area. The end result is a packaging showcase for intelligent integration of branding and structural expertise that maximizes Budweiser's brand equity in a BBQ-appropriate package structure.

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