E-Malt.com News article: UK: Draught version of Budweiser to loose in abv this week

AB InBev’s UK unit is lowering the abv of the draught version of its global beer brand Budweiser in the country.

The unit confirmed earlier on June, 30 that it will relaunch Budweiser draught this week, and will reduce its abv form the current 5% to 4.3% as a result of consumer research. The move echoes AB InBev UK's announcement in 2008 that it was equalising the differing abv's of Stella Artois in the on-trade (formerly at 5.1%) and in the off-trade (5.2%), with the introduction of a 5% abv version.

The relaunch will see the roll-out of new fonts and point of sale for Budweiser in the UK on-trade. Updated counter-mounts, T-bars and glassware will use “Crisp Cold”’ as a descriptor. The Budweiser 'bow tie' logo will be the focal design along with the brands “Grab Some Buds” tagline.

According to a spokesperson for AB InBev UK, the company conducted extensive research with the Budweiser consumer and found that, on occasions where they wished to enjoy draught Budweiser, their preference was for a lower abv variant that still delivered Budweiser's quality and taste.

Budweiser Draught was initially launched in the UK in 1985 by Anheuser-Busch.


01 July, 2011