Questions: When the makers of Budweiser beer decided to create a line of barbecue sauces, the company was using a strategy.

The answer is: brand extension.

Explanation for each option:

1. Brand extension: This is the correct answer. Brand extension involves using an established brand name to launch a new product in a different category. In this case, Budweiser, a well-known beer brand, is extending its brand into the barbecue sauce category.

2. Brand revitalization: This strategy involves rejuvenating a brand to make it more relevant or appealing, often through changes in marketing, product design, or target audience. It does not apply here, as Budweiser is not revitalizing its existing beer brand but rather expanding into a new product line.

3. Co-branding: This strategy involves partnering with another brand to create a product that features both brand names. There is no indication that Budweiser partnered with another brand to create the barbecue sauces, so this option is incorrect.

4. Private label: This refers to products manufactured by one company for sale under another company's brand. Budweiser is using its own brand for the barbecue sauces, not selling them under a different brand, so this option is incorrect.

5. Cannibalization: This occurs when a new product eats into the sales of one of the company's existing products. Since barbecue sauce is not directly competing with beer, this strategy does not apply in this context.