The account - which comprises consumer PR, plus work on Bud's music and football sponsorship programmes - was formerly split between Consolidated and Cake.
The account was won after a six-way competitive pitch against undisclosed agencies, after an A-B review and re-pitch that began last month (PRWeek, 13 December 2002).
Consolidated board director Rachael Sansom leads a seven-strong account team, reporting to A-B PR manager Lesley Laity and marketing director Randall Blackford.
Consolidated is planning a PR blitz surrounding a 'bespoke Bud music event' set to take place 'in the first quarter' of this year. Later in the year, Consolidated will promote Bud's 'official beer' status at both the Glastonbury and V2003 music festivals.
In terms of football, Sansom said upcoming PR activity would involve the promotion of Budweiser's 'official beer' status at Manchester United, Manchester City and Chelsea football clubs. It is also the 'official beer' of the FA Premier League, which the agency will seek to promote.
Sansom's team at Consolidated has handled Bud's sports sponsorship work for three years but this is the first time the agency has been handed the music brief.
Neither of the other two brands in A-B's UK portfolio, Bud Lite and Michelob, have retained consumer PR shops.