Its major brands include Budweiser, Michelob, Stella Artois, Becks, Hoegarrden, Leffe, Bass and Brahma.
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So, Bruce says, Giggs was "delighted when Becks came along to take the heat off him a little bit".
Unfortunately, the Glenn Becks of this world are more than just a joke.
They loomed as large as the Roves, Palins, Becks, and Tea Parties of today, but now occupy an area of cultural nothingness.
Per-game attendance for MLS rose 49% after Becks' debut, and ratings for ESPN2, one of MLS' national television partners, were up 25%.
In spite of recent house hunting around the tony Saint-Germain area, Becks has announced that his wife will not be moving to Paris.
"It's a great goal to get Becks off the mark in the Premier League and he'll feel good for it, " Baines told BBC Radio Merseyside.
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More, it details exactly how Becks is egregiously cheating their government.
Germans who do drink beer are increasingly going for the milder brews from Bavaria, rather than the bitter, herb-heavy beer of north Germany, where Becks is brewed.
Maybe not quite the new Posh and Becks, more Posh and Ex, but the couple's horsing around is adding a touch of glamour to the equine world.
If the other kind of football is more your thing, keep an eye out for Becks's team, the LA Galaxy taking on Real Salt Lake on HDNet.
Part of this was due to the increase in the number of franchises (7), though MLS executives credited the expansion to the exposure Becks brought to their league.
But that was before the Premier League and Watson's ring-induced injuries banished boxing to hidden corners in the tabloids, buried beneath news of Becks' new barnet and nightclub brawls.
By all indications though, it was a goodwill gesture decided upon by both Becks and Nasser al-Khelaifi, president of PSG which has been majority owned by the Qatar Sport Investment of the government-backed, oil-rich Qatar Investment Authority since 2011.
But Catherine and her American husband pulled off an unlikely feat considering it was a survey of UK readers: they beat into third place the celebrity couple most in the limelight in this country, Victoria and David Beckham, better known as Posh and Becks.
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