Budweiser looks on light side

30 April, 2010

Nigel Huddleston?A-B Inbev has released a sweeter, more lightly carbonated version of Budweiser, with the aim of recruiting more young adult drinkers to the beer market.

Bud 66 has an abv of 4%, but James Watson, marketing director for Budweiser in western Europe, said alcoholic strength had not been a major driver of the launch.

A-B Inbev has already launched 4% abv versions of its Beck’s and Stella Artois brands in the UK market.

Watson said: “The starting point is that younger drinkers aren’t engaging in the beer category. It’s aimed at acting as a catalyst to excitement in beer.”?The Bud 66 name was derived from the number of the trial brew eventually chosen for the launch.

Watson added: “It helps that 66 has some associations with classic US imagery, but the fact is it was simply a batch number when we were developing the beer over the past 14 months.”?A pre-merger Anheuser-Busch launched Bud Silver, a canned 4.1% version of Budweiser, in the UK in 2006, but it was withdrawn the following year.

Watson said Bud 66 and Bud Silver were like “apples and pears”.

“Bud Silver was a completely different proposition,” he said.

The Bud 66 launch will be supported by a “multi-million” marketing programme, including TV and social media.

A-B Inbev has also launched a lightweight 28.4cl bottle for Stella Artois.

The launch is backed by an on-pack promotion giving consumers the chance to win £100,000 for themselves or an “eco charity” of their choice.

A press and poster campaign for the pack will launch in May.

Bookmark this

Site Search


Breaking up with Burgundy

Making my way through the recent tranche of Burgundy tastings for the much-hyped 2015 vintage, I found myself experiencing a moment of guilt.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know