Twist-Offs are designed to open up more social occasions for the brand, by offering fans an easier serving experience. Brand owner ABInbev hopes to better tap into the brand’s target market by unlocking a variety of new occasions such as festivals, BBQs and outdoor events.
Aina Fuller, senior brand manager UK&I, said: “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 so 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 are available now. The launch will be supported by a multi-million pound through-the-line campaign comprising TV advertising, digital advertising and in-store activations.