Bud Light, America’s favourite beer[1], officially lands in the UK this weekend, representing the biggest ever brand launch by AB InBev UK.
The UK launch of Bud Light responds to growing demand from beer fans to see the brand come to these shores and will appeal to a new generation of consumers, including younger demographics with evolving alcohol preferences. Brewed to 3.5 per cent ABV for the UK using the Beechwood Aging process, Bud Light is a premium light lager delivering a fresh, clean and subtle hop aroma, delicate malt sweetness and a crisp finish to provide the ultimate refreshment.
The product will be available in 440ml aluminium cans in-store and 500ml SKUs for wholesalers, using the same packaging design and branding as the iconic American version. It will also be offered on draught across the nation’s pubs, bars and restaurants. The premium light-bodied beer is the perfect accompaniment for any relaxed social occasion, whether you’re planning a friends’ night-in, watching the football, playing pool at the pub, or out on a date.
Bud Light will begin rolling-out in-store across grocery and convenience from 25 February 2017. It will also start appearing across a wide range of on-trade outlets as of the first week of March.
The launch will be supported by a fully integrated multi-million-pound marketing campaign that celebrates the brand’s light-hearted personality. This includes TV advertising, high-impact out-of-home sites at some of the most iconic locations nationwide, significant print and digital spend, plus extensive PR and social media activations. The launch will also kick-start a significant online and offline promotional campaign, with a major focus on sampling to encourage both initial and repeat purchasing.
Nick Robinson, AB InBev Marketing Director, UK and Ireland, commented: “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. Our research shows that younger LDA 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.”
| Summary of Bud Light’s UK pricing and formats:
Off-Trade: 4 x 440 Multipack – RRSP*: £4.50 10 x 440 Multipack – RRSP*: £10 18 x 440 Multipack – RRSP*: £15 4 x 500ml Multipack (wholesale only) – RRSP*: £5.49 *Recommended retail selling price |
[1] Source: IRI Total US MULC calendar year ended 1/1/17 and Anheuser-Busch IPSOS Shopper Poll 2016