BUDWEISER is the latest name to be added to East Lancashire's long brewing tradition.

The Inbev brewery, at Samlesbury, now forms part of the Budweiser Brewing Group UK&I.

Paula Lindenberg has been unveiled as their new UK president and the outfit has come up with a five-point plan, including championing UK beer culture and sustainability, as part of the rebranding.

She said: "We are a fast-paced, ambitious group that dreams big, and we have exciting plans ahead for the UK and Ireland.

"Through the power and recognition of the Budweiser brand, we want to open ourselves up to working with more partners to achieve our ambitions."

The new identity is still part of AB Inbev internationally and represents the UK interests of such famous names as Stella Artois, Corona, Michelob Ultra, Beck's, Bass and Boddingtons.

Budweiser has also unveiled a new London headquarters, bringing together three formerly separate offices on one site.