Danby, a manufacturer of appliances, announced it has entered into a licensing partnership with Anheuser-Busch to be the exclusive manufacturer of licensed Budweiser refrigeration products in the U.S.
The new partnership will see Budweiser and Bud Light branding brought to life on compact refrigerators using Danby's new exclusive paint technology.
Jim Estill, president and CEO with Danby, says the company evaluated various partnership opportunities which would enable Danby to offer more to their U.S. customers—specifically evaluating brands whose products lent themselves well to refrigeration.
"In the end, partnering with the biggest beer brand in the world just made sense," says Estill. "[Danby is] extremely excited about this new business opportunity and the ability it has to grow our business with our current and new customers located in the United States."
Danby will be manufacturing their Budweiser and Bud Light branded refrigerators using an exclusive paint technology—one whose level of detail is yet unseen in the appliance world, as it is scratch-resistant and one which promises to never chip, peel or fade over time.
"Danby is a great example of how a 70 year old company can stay relevant in the modern world. Over the last 24 months we have worked to perfect our exquisite painting process to ensure every detail of design work is strategically radiated in our finished product. Our impressive in-house design capabilities really manage to add another dimension to the Budweiser and Bud Light brands bringing them to life in a whole new way. This is our first step in a series of evolving design intricacies," says Stephanie Steiner, product manager with Danby.
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