A-B InBev launches Budweiser Twist-Offs accompanied by big marketing push

Budweiser, the UK’s biggest bottled beer brand with an RSV of £187.5m [IRI] has announced the launch of Twist-Offs in the UK – making it, according to brewer AB InBev, the first major beer brand in the UK to introduce twist-off bottle caps. Available across on and off trade, the innovation “will increase ease of serve for on trade customers, and address issues of convenience for shoppers – by eliminating the need for bottle openers.”

AB InBev says Budweiser Twist-Offs “will enable consumers to enjoy Budweiser in more social occasions by facilitating an easier serving experience – unlocking a variety of new occasions relevant to the brand’s target market, including festivals, BBQs and outdoor events. In addition, Budweiser Twist-Offs will establish a new, simpler serving ritual for the on-trade by eliminating bottle openers for barmen.”

The new packs will run across all SKUs and be available in total trade from this month  – stockists will remain the same, however the product will be supported by “a range of promotions around launch intended to support convenience of opening around all the most important Budweiser occasions.”

All Bud packaging will communicate the new serving ritual to consumers. The launch will be supported by a multi-miliion pound through the line campaign, comprising TV advertising, digital advertising, PR, social media, and in-store activations.

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