THE world’s best selling beer has lowered the ABV of its draught product to 4.3%.
The move paves the way for Budweiser to go head to head with standard lagers Tennent’s, Foster’s. Carling and Carlsberg in the on-trade.
AB InBev is supporting the change with the introduction of new fonts, glassware and POS material highlighting the brand’s ‘crisp cold’ message.
The draught beer will also benefit from the ongoing ‘grab some Buds’ advertising campaign, which is currently on air and will return later in the year with greater emphasis on draught.
“The continued investment in Budweiser is taking the brand on an upward journey and we believe the growth that Budweiser has experienced over the last year in the off-trade can be capitalised on for the on-trade,” said Iain Newell, European marketing director for Budweiser.
“Budweiser has the right format for the right occasion and clearly fulfils a consumer need.
“Moreover, the clean, crisp taste of Budweiser on draught is a concept we know our consumers and customers want.”