Over the Dandruff

Thoughts we often overlook

16. Bud Light Set To Go Platinum

Anheuser-Busch InBev is set to change the light beer market with the launch of Bud Light Platinum in early 2012.

The new brew will boast a 6% alcohol by volume (ABV), a sweeter taste and have 137 calories per can. With less calories and 1% more ABV than Budwiser original, and the all important “Light” in the name, Bud Light Platinum seems poised to take mainstream light beer where it has never been before; the increasingly popular craft beers market.

A-B InBev and MillerCoors combined for 66.8% of beer shipments last year, but also watched their sales drop by 3% last quarter as the booming craft beer market has saw sales rise 15% during the first half of 2011.

It’s a trend A-B InBev could not overlook as they bought Chicago-based Goose Island Brewery for $38.8 million earlier this year. Many were surprised by the acquisition because of of A-B’s Shock Top line and it’s success competing with Coors’ Blue Moon, but the big brewers have yet to conquer the ever-growing craft market.

As A-B InBev’s third addition to the under-performing Bud Light family, Platinum hopes to make a big splash in the world of light beers. After lackluster attempts to cash in on the growing craft market with Bud Light Lime and Bud Light Golden Wheat, craft connoisseurs are finding attempts by big brewers to enter a small and independent brewer’s market oxymoronic.

To help bolster it’s Bud Light image, A-B plans to invest major money behind Platinum for a spot during the 2012 Super Bowl. Platinum seems to be taking a different aim then Bud Light Lime and Golden Wheat by targeting the late-night party crowd rather than the hard to please craft beer drinkers.

There has yet to be an agency selected to do the Super Bowl spot for A-B InBev. Bud Light Platinum will replace Bud Light Golden Wheat as it has struggles since it’s expensive launch in 2008.


November 13, 2011 - Posted by | Uncategorized

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