Beer branding concept around John Ruskin and the artistic heritage of the University makes it to the Grand Final of AB Inbev competition

For the second year running two students from LAIBS have finished as runners-up in the AB Inbev Best Beer Competition. Sandra Pollock and Romy Bihler, both BA (Hons) International Business (Berlin) students at Lord Ashcroft International Business School, made it through to the Grand Final at AB Inbev's headquarters in Leuven, Belgium, where they were narrowly beaten.

AB Inbev, the world's largest brewer, invites teams of students to create an idea for a new beer and brand it with characteristics of their university. Sandra and Romy based their beer branding concept around John Ruskin and the artistic heritage of the university. Sandra described the beer as, 'a light beer with a combination of fruit and ginger positioned to appeal to female drinkers, who often find traditional beer too bitter for their taste.' The creative theme of their presentation, 'art in everything we do', was praised by the judges as being 'emotionally different from the other entries and definitely compatible with the Inbev product portfolio.'

Sandra and Romy invested their prize money from the UK final in a wide range of branded promotional accessories including bottle openers, beer coolers, environmentally friendly shopping bags and cycle seat covers - all of which proved very popular with fellow contestants and the Inbev judging panel in Belgium.