United Kingdom: AB InBev presents new variant of Budweiser

AB InBev UK has unveiled a new variant of Budweiser, calling it its “most important business action in 2010”, The Morning Advertiser posted on April, 19.

The new beer is called Budweiser Brew No. 66 or “Bud 66” for short and at 4% ABV has been designed to tap into the new “standard premium” market, which includes brands like Beck's Vier and Stella Artois 4%.

The beer is aimed at consumers in their early 20s who are looking for a refreshing beer and would draw new consumers into the category, AB InBev UK president Stuart MacFarlane said.

“Bud 66 is the result of extensive research and testing to create a product that will resonate with consumers. It is a lightly carbonated lager brewed with a touch of sweetness for a smooth easy taste,” he said.

Plans are in hand for a multi-million pound campaign to support the launch when it is rolled out this summer.

21 April, 2010