“Bud Light Seltzer earned more than 10% of the hard seltzer market within its first year. “ Bud Light Seltzer certainly leverages its equity as the #1 beer brand in the industry, however, we believe it’s the taste that keeps consumers coming back and allows us to be competitive in a crowded marketplace,” he told us. Goeler says that, at the end of the day, a product that resonates with consumers is the most important part of the innovation - whether that's on the back of an existing brand or not.
In picking out the hard seltzer as a pacesetter innovation, IRI noted that “while the digital marketing, product innovation - including Bud Light Platinum Seltzer and the Ugly Sweater and Out of Office variety packs - and virtual events look and feel different for Bud Light Seltzer, the marketing team says they support the ethos for the Bud Light family." It's by no means a guaranteed strategy, however - earlier this week, Molson Coors pulled its Coors Seltzer saying that a line extension of a beer brand wasn't working as well as its independent stand-alone brand Vizzy. Naturally as bars and restaurants continue to reopen and live sports events resume, we expect seltzer sales across the board will increase.” Bud Light vs Bud Light Seltzer?īrands like Bud Light Hard Seltzer, Corona Hard Seltzer (Constellation Brands) and Coors Seltzer (Molson Coors) have been hoping to benefit from the brand equity of their mega beer brands as they enter the hard seltzer space. “Bud Light Seltzer is also available at approximately one thousand sports venues across the country. cans, we are also starting to introduce Bud Light Seltzer on draught in several key markets. Bud Light Seltzer is already available at bars & restaurants across the country. “However, we’re seeing an increased demand for on-premise consumption thanks to our loyal fans. “Historically, the seltzer category has been primarily an off-premise business,” he told us. The initial success of the hard seltzer was down to at-home and backyard consumption during the pandemic.īut Andy Goeler, VP of Marketing, Bud Light, says hard seltzers could start to make in-roads in the on-trade on the back of their at-home popularity gained over the last year. vLkaTWUUhg- Bud Light JOn-trade opportunity Introducing the NEW Bud Light Seltzer Retro Summer Pack, coming soon to a store near you! Featuring Cherry Limeade, Blue Raspberry, and Summer Ice. It now has a host of line extensions including Bud Light Seltzer Lemonade, retro summer packs, a higher ABV Platinum seltzer, seltzer Iced Tea and even icicles. The 5% ABV drink initially launched in four flavors - Black Cherry, Lemon Lime, Strawberry and Mango - made with cane sugar and natural fruit flavors, and coming in at 100 calories, 2g carbs and <1g of sugar per serving. 3 in the convenience channel with $167m in sales. IRI now names the product as the #1 New Product Pacesetter: with $194m in sales in multi-outlet channels, and No. Packaging & Packing Materials, ContainersĪnheuser-Busch launched Bud Light Hard Seltzer in the US in January 2020: one of a number of brands from Big Beer hoping to take a chunk of the attractive hard seltzer market.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.
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