AB InBev has launched the UK release of Bud Light, representing the company's biggest brand launch in the country.
The UK launch of Bud Light responds to growing demand from beer fans to see the brand come to the UK and will appeal to a new generation of consumers, including younger demographics with evolving alcohol preferences.
Bud Light is brewed to 3.5% ABV for the UK and uses the Beechwood Ageing process.
The product will be available in 440ml aluminium cans in-store and 500ml SKUs for wholesalers, using the same packaging design and branding as the American version. It will also be offered on draught across the nation’s pubs, bars and restaurants.
Bud Light was available across grocery and convenience stores from 25 February 2017. It will also be available across a wide range of on-trade outlets as of the first week of March.
The launch will be supported by a fully integrated multi-million-pound marketing campaign that celebrates the brand’s personality. This includes TV advertising, out-of-home sites at iconic locations nationwide, significant print and digital spend and PR and social media activations.
The launch will also start an online and offline promotional campaign, with a major focus on sampling to encourage both initial and repeat purchasing.
Nick Robinson, AB InBev marketing director, UK and Ireland, comments: “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.”
Bud Light’s UK pricing and formats:
4 x 440 Multipack – RRP: £4.50
10 x 440 Multipack – RRP: £10
18 x 440 Multipack – RRP: £15
4 x 500ml Multipack (wholesale only) – RRP: £5.49
3 March 2017 - Sam Coyne The Drinks Report, news editor