This Bud’s for you.At least, that is what Anheuser-Busch InBev hopes as it strives to reach more than 100 million US TV viewers during Sunday’s Super Bowl, promoting vintage brands such as Budweiser and Bud Light.

The world’s largest brewer will not say how much it is spending for nearly six minutes of commercials, but industry sources estimate it is more than $50 million. That is up from the $42 million that Kantar Media said the brewer spent for four minutes of ad time last year.It is only part of the company’s strategy to recapture market share from craft beers and Mexican imports.

Brendan Whitworth, the head of sales for US arm Anheuser-Busch, told Reuters the company would retain its big, national campaigns but also push ahead with its new strategy of tailoring brand marketing to individual American cities.

“The things we’ve started to work on this year, we’re starting to see real results. We’re looking forward to scaling up those localized programs even more,” he said.

[Read more]