Ireland: Bud Light is launched onto the Irish market by Diageo

Diageo Ireland has launched Bud Light onto the Irish market and it is being brewed in Kilkenny, Kilkenny Advertiser communicated on September 28th.

The best-selling beer in the US was first launched there in 1979. Since then, it has gone on to become the most popular light beer in the world. Bud Light has 25 per cent less calories than standard beers.

Aimed at the 25-to 34-year-old market, Bud Light is being brewed at St Francis Abbey Brewery in Kilkenny where an Anheuser-Busch brewmaster will oversee every step of the process.

Frances O’Reilly, marketing manager for Bud Light, expects that the introduction of Bud Light will take from other brands in the beer market “across the board” rather than from Coors Light which has trailblazed the light beer’s market here to become Ireland’s fifth-largest beer and the second-biggest bottled beer brand in the Irish on-trade.

The 4.1 per cent ABV Bud Light is now available to both the on-and off-trade in 330ml bottles and 500ml cans. It’s expected that the trade will price it at much the same price as Budweiser.

The €3 million support package consists of locally-produced TV and 0utdoor advertising as well as consumer sampling, POS visitiliby and PR activity.Diageo Ireland has launched Bud Light onto the Irish market. The best-selling beer in the US was first launched there in 1979. Since then, states Diageo, it has gone on to become the most popular light beer in the world. Bud Light has 25 per cent less calories than standard beers.

Aimed at the 25- to 34-year-old market, Bud Light is being brewed at St Francis Abbey Brewery in Kilkenny where an Anheuser-Busch brewmaster will oversee every step of the process.

Frances O’Reilly, Marketing Manager for Bud Light, expects that the introduction of Bud Light will take from other brands in the beer market “across the board” rather than from Coors Light which has trailblazed the light beers market here to become Ireland’s fifth-largest beer and the second-biggest bottled beer brand in the Irish on-trade.

Frances O’Reilly agreed that the success of Coors Light had been partly responsible for prompting Diageo to launch Bud Light but commented, “There are a small number of people drinking Coors Light all the time and a larger number of people drinking Coors Light occasionally”. The 4.1 per cent ABV Bud Light is now available to both the on- and off-trade in 330ml bottles and 500ml cans. It’s expected that the trade will price it at much the same price as Budweiser. The €3 million support package consists of locally-produced TV and 0utdoor advertising as well as consumer sampling, POS visitiliby and PR activity.

06 October, 2006