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Anheuser-Busch InBev is about to launch Bud Light Seltzer as part of a new blitz on its products, according to reports from two leading publications on the beer market.
The newspaper Beer Business Daily reported that the brewer was developing an extension of the Seltzer range for its biggest brand, as well as Bud Light Lemonade and Bud Light Crisp, which she describes as a slightly less caloric version of Bud. Light designed to attack Miller Lite. According to Beer Business Daily, the nitrogen beer called Bud Nitro and the extension of the seltz line for Stella Artois are also coming soon.
The brewer already markets two seltzers, Bon & Viv and the recently released Natty Light Seltzer, but it remains far behind the two leaders of Mark Anthony Brands' extremely hot liquor segment, White Claw; and really, by Boston Beer Co.'s manufacturer, Sam Adams, Anheuser-Busch InBev has only a 7% share of the hard drive market since the beginning of the year, according to Beer Marketer Insights, which also published an article in the news of Bud Light Seltzer. that the brewer showed his distributors the image of a Sel Light from Bud Light to black cherry.
A brewery spokesman told Ad Age: "We have the industry's leading portfolio because we are never satisfied. We regularly share design ideas with our wholesale partners to develop new ways to meet the needs of consumers. Details on new product launches will be announced later. "
The lightning campaign on the products of the Bud Light brewery comes as the brand continues to decline. In-store sales fell 7.5% for the period ending Aug. 3, according to Nielsen data cited by Beer Marketer Insights.
Other changes could be made to the brand beyond the line extensions. Citing unnamed sources, Beer Business Daily reported that the "Dilly Dilly" campaign on the medieval theme of Bud Light "will be phased out after the fourth quarter." The Wieden & Kennedy New York campaign did not serve much for sales, but generated a lot of "Dilly Dilly" emerging as a reference of pop culture.
A brewery spokesperson did not immediately comment on the fate of "Dilly Dilly". The gradual removal of the fourth quarter would allow the brewer to prepare for his debut at the Super Bowl, a platform with which he often had the habit of launching new campaigns. .
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