Medium: The New York Times
Vehicle: Newspaper
http://www.nytimes.com/2015/09/17/business/dealbook/anheuser-busch-inbev-takeover-sabmiller.html?ref=business
Reporters/writers: Chad Bray and James Kanter
Date: 9/16/2015
Headline: Anheuser-Busch InBev Approaches SABMiller on Possible Takeover
Company/business involved: Anheuser-Busch InBev, SABMiller
Your client: Anheuser-Busch InBev

Summary of story: If Anheuser-Busch InBev passes an anti-trust muster, they will combine with SABMiller to continue to expand as the world’s largest beer makers.

This news coverage is predominantly positive; Anheuser-Busch InBev is being very cooperative and open about the review process. The potential outcome is also very promising for the beer industry and would give a larger grasp on the difference between premium and standard lagers. Anheuser-Busch InBev is being portrayed as lucrative and progressive, striving to reshape the beer industry.  If the two companies do indeed merge, the article depicts that beer-drinkers will be exposed to a more refined lager experience, since the company will be able to collaborate with their former competitors.

PR folks should continue to follow the investigation and the acquisitions potential market value, so they are able to shape the publicity in a positive manner that will benefit beer-drinkers and the alcohol industry.

A news release most likely generated this story, since merging is a very public and professional process. The goal was most likely to attract attention to Anheuser-Busch InBev and their prevalence among the industry. They could have been spreading awareness of the possible merger to generate positive support from consumers and marketers.