AB InBev spends big to get behind Bud Light relaunch
AS the nights grow lighter and fingers cross for warmer weather, Bud Light has returned to the UK with plenty of time to spare before beer gardens fill up.
The lighter version of AB InBev-owned stalwart Budweiser, Bud Light is being relaunched in the UK with a major marketing campaign that includes television, poster and print advertising, PR and social media activity, and sampling activity.
Our intention is to inject energy and excitement into the beer category.
Brewed to 3.5% ABV for the UK market using the brewer’s ‘beechwood’ process, Bud Light was relaunched into the off-trade late in February and the on-trade earlier this month.
AB InBev has opted to package Bud Light in 440ml and 500ml cans of the same design and branding as its American counterpart; Bud Light is also available to the on-trade on draught.
Nick Robinson, marketing director for the UK and Ireland at AB InBev, said the beer is targeted at consumers who are more conscious of calorie and alcohol content – particularly younger beer drinkers.
“Our intention is to inject energy and excitement into the UK beer category and we believe Bud Light is perfectly placed to do so by responding to the evolving preferences of today’s consumer,” said Robinson.
“Our research shows that younger legal drinking age drinkers in particular want a beer with a lighter taste, fewer calories and lower ABV – all things that Bud Light delivers as a standalone, premium light alternative.
“It is the most popular beer brand in the USA and is vastly popular amongst drinking-age millennials, who view it as the leading lager to accompany relaxation and bonding.
“A high proportion of UK consumers are already aware of Bud Light and its success Stateside, and we are frequently asked when it will be made available here.”