Bud Light, the top-selling beer in the States, is now available in the UK with AB InBev UK calling it its “biggest-ever” launch this side of the pond.
InBev says the launch responds to “growing demand” from beer fans with the brand expected to appeal to a new generation of consumers, who are drinking less and looking for lighter beers. Brewed to 3.5% ABV for the UK, using the Beechwood Aging process, Bud Light is billed as a “premium light lager delivering a fresh, clean and subtle hop aroma, delicate malt sweetness and a crisp finish to provide the ultimate refreshment”.
It comes in multi-packs of 4×440 (RRP £4.40), 10×440 (RRP £10) and 18×440 (RRP £15) and a wholesale only 4x500ml multipack (RRP £5.49) using the same packaging design and branding as the American version. Bud Light will also be offered on draught in pubs, bars and restaurants.
InBev UK is supporting the launch with a “fully integrated multi-million-pound marketing campaign” including TV advertising, out-of-home, print and digital spend, plus PR and social media. There is also an online and offline promotional campaign, with a major focus on sampling to encourage both initial and repeat purchasing.
InBev UK is planning to target wholesalers with front-of-depot displays in 50 outlets spread across buying group members and major groups.
Nick Robinson, AB InBev marketing director, UK and Ireland, said:“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.”