Bud Light returns to UK with big marketing support
24 February
10:57
This could turn out to be very good. They have a chance to go from ZERO to whatever.
Bud Light, the best-selling beer in the US, is returning to the UK market after a 16-year gap with the backing of a £10m-plus marketing campaign by brewing giant AB InBev.
Nick Robinson, marketing director at AB InBev UK, said: “We think it’s the biggest thing we have done in the beer market in the last 10 years.”
He said Bud Light has a “strong foundation” to start with as almost two-thirds (63%) of the target 18- to 24-year-old drinkers were aware of the brand through holidays in the US and from watching films and TV shows.
Bud Light, which is being brewed in the UK, is 3.5% ABV, compared to the 4.2% ABV product in the US, where the brand accounts for one in five of every beer purchased. Robinson said it was decided to brew at a lower ABV because a majority of younger drinkers wanted to moderate their drinking.
He said there was now greater consumer understanding of ‘light’ beers than when Bud Light first appeared on the UK market. Coors Light is now a well-established brand in the market.
Bud Light will be available in the convenience sector in 4x440ml cans, £5.49 price-marked 4x500ml cans and 10x440ml cans.
The brand was promoted before the launch on social media and launch support will include TV, out-of-home, print and digital advertising and PR and social media activities.
“Our intention is to invest significantly this year and beyond,” said Robinson. “We know it taps into what consumers are looking for in beer in terms of calories, taste and alcohol.”
In-store, he said, he expected Bud Light to bridge the gap between standard and premium lagers.
