Budweiser has become the first major beer brand in the UK to introduce twist-off crown closures. The new closures, which will be available across on- and off-trade, will increase ease of serve for on-trade staff and provide added convenience for off-trade customers.
The move was inspired by Budweiser’s American heritage where Twist-Offs have been a feature of its product and packaging for decades. The launch is supported by extensive brand research, which found a strong consumer appetite for the serving benefits.
Aina Fuller, senior brand manager UK&I at Budweiser, says: “This is so much more than a packaging innovation for Budweiser – never again will consumers have to search high and low for a bottle opener, or battle to open bottles with their teeth. We’re proud to continue to lead the category in the UK by being the first major beer brand to bring twist-off caps to British consumers, ensuring they now never have to miss a minute of the action – like a goal in an exciting football match.
“We believe Budweiser Twist-Offs will position our brand as the only beer to enjoy during key occasions for our audience, across on- and off-trade.”
The new packs will run across all SKUs and be available in total trade from April 4 - 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.
Fresh new, impactful primary and secondary packaging will communicate the new Twist Off cap’s serving ritual to consumers, as well as ensure stand-out on shelf in both on- and off-trade. This will include arrows on the bottle to make it clear that the cap is to be twisted and not pried off, as well as on: the back label, the crown; the secondary packaging; and the paper neck label on 660ml bottles.
The launch by AB InBev of Budweiser Twist-Offs in the UK will be supported by a multi-miliion pound through the line campaign, comprising TV advertising, digital advertising, PR, social media, and in-store activations.
16 April 2016 - Felicity Murray The Drinks Report, editor
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