– New 4.3% ABV for On Trade Outlets –
London, June 22, 2011 – Budweiser draught is re-launching from this month with a new 4.3% ABV. Budweiser is already the UK’s number one premium packaged lager in the on-trade and this launch is the perfect complement to one of the UK’s most loved beer brands.
Budweiser Draught will be supported by the roll-out of new fonts and point of sale focusing on the clean, crisp delivery of the product. The new countermounts, T-bars and glassware will use ‘Crisp Cold’ as a refreshment descriptor to create differentiation that the beer is chilled to the perfect cold temperature as well as offering brand visibility on the bar. The iconic Budweiser Bow Tie will be the focal design with the brands “Grab Some Buds” tagline.
Target consumers already regard Budweiser as the number one brand for socialising with friends*, and 88 per cent (T2B) of target consumers say they would buy it on draught.*
The launch of Budweiser Draught comes at a time of heavy-weight marketing investment for the brand. A national TV, outdoor and radio advertising campaign, which aims to celebrate the anticipation of great times with friends and inspire drinkers to “Grab Some Buds” is currently running and will be repeated later in the year with upweighted draught messaging.
Iain Newell, Budweiser European Marketing Director, comments:
“The focus on Budweiser draught comes at a time when the brand is in a position of strength. Equity and consumer affinity scores are at a high in the UK with the values of the brand being understood and appreciated. 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. 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. We will be driving distribution and aim to increase our presence in outlets with the heroic visual identity and new ABV; Budweiser Draught when served at the perfect temperature delivers ultimate refreshment ”
For more information and imagery please contact the Budweiser press office at Mischief PR on 020 7100 9999 or [email protected]
Notes To Editors
* Budweiser brand performance tracker 2011
* Brand Performance tracker Jan 2011
** MMR Liquid Research Feb 2011
– Budweiser Pint Glass
– Budweiser Font
– Budweiser Logo