LOS ANGELES -- Pabst Brewing Co. has announced that Daniel McHugh, former vice president of trademark brands at Anheuser-Busch, has been hired as chief marketing officer.
McHugh brings more than 20 years of experience in marketing and sales experience to Pabst. At Anheuser-Busch, McHugh directed the day-to-day marketing and management of the company's largest beer brands, representing 98% of the volume and revenue and more than $9 billion in variable margin. He constructed strategic brand plans and managed the portfolio's brand identity from advertising to packaging. It was during his tenure as vice president of Bud Light marketing that McHugh recognized the power and potential of the Ultimate Fighting Championship (UFC), which led him to being promoted to vice president of media, sponsorship and activation. McHugh managed operations of a 170-employee division that planned and bought more than $850 million of brand media, sports, entertainment, digital and local media, bringing his career full-circle since he entered the company as a media buyer in 1989. This included the negotiation and activation of key sponsorships for more than 2,500 vendors including MLB, NFL, NHL, NASCAR, NBA and the UFC.
Additionally, McHugh held various positions within the Busch Media Group including supervisor of national TV acting as the liaison between their national media buying group in New York City and senior management in St. Louis. Most recently, he has been a managing partner at marketing consultancy ScootOver Marketing and vice president and group account director servicing Rite Aid Corp. for Marc USA.
"Dan has a proven track record as an outside the box strategist, which makes him the perfect candidate to lead Pabst's marketing efforts," said Evan and Daren Metropoulos, co-owners of Pabst Brewing Co. "His ability to execute unique campaigns for a diverse portfolio of brands means he can respond to the distinctive values of our products and consumers. Over the course of his career, Dan has sought the same goals that our executive team, and Pabst itself, embody--striving for innovation while respecting brand loyalists--so we're excited to see what our collaboration will bring to bear."
In this position, McHugh will focus on building off of a very strong and loyal customer base with relevant geographic specific marketing programs that will further increase brand loyalty and entice new customers to try Pabst products.
McHugh will reunite with John Coleman, the recently appointed president of Pabst Brewing, with whom he worked closely at A-B. "We are thrilled to have someone with Dan's background lead our Marketing Team," said Coleman. "His vast experience in brand management and field marketing will be a dynamic combination allowing us to grow both our national and regional brands."
In other company news, National Bohemian beer has just released a limited-edition can to commemorate the 20th anniversary of Camden Yards. Now brewed by the Miller Brewing Co. in Eden, N.C., National Bohemian isdistributed by Pabst Brewing.
"On the occasion of the 20th anniversary of Camden Yards, Pabst Brewing Co. is releasing commemorative National Bohemian on-can packaging to celebrate these two great Baltimore traditions. Conceived last October and designed in-house, this special can features the iconic Mr. Boh swinging a baseball bat in Camden Yards with the Baltimore skyline in the background. The commemorative 16-ounce cans are available now at retail and in bars, everywhere National Bohemian is sold, and will be sold at Camden Yards at the start of the season," said co-owner Daren Metropoulos.
"We're grateful for the resurgence the brand has enjoyed in recent years, which exploded once we reintroduced draft in the Baltimore market in January of 2011, and we hope fans of Natty Boh will appreciate this fun tribute," he said.
In business since 1844, Pabst Brewing is North America's largest privately held brewing company. Pabst Brewing's portfolio includes brands such as Pabst Blue Ribbon, Schlitz, Colt 45, Old Style, Lone Star, Stroh's, Ballantine, Old Milwaukee and Rainer. It is owned by Evan, Daren and C. Dean Metropoulos, who acquired the company in 2010.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.