Why Budweiser wants to create a brand affinity with Halloween

Budweiser, the lager brand owned by Anheuser-Busch InBev, is creating a long-term affinity with Halloween.

The brand launched a pop-up costume shop where people can find a Halloween outfit, but also enjoy some spooky goings-on.

"King of fears" opened in Old Street station for the weekend with "Bloodweiser" offered on tap at the shop's bar.

Budweiser's senior brand manager Sascha Cordes said: "It is important to create experiences for consumers and we want to be where the experiences are.

"Halloween is one of the most important occasions, it’s growing year by year, especially for our target group 18- to 29-year-olds, so this is where we see a natural fit.

"This is just the beginning of a long-term engagement that we want for the brand affinity between Budweiser and Halloween."