E-Malt.com News article: USA: Anheuser-Busch InBev launches Signature Copper Lager in 12 states

For the first time in more than 15 years, Anheuser-Busch InBev is adding a line extension to its Busch brand with the launch of Busch Signature Copper Lager in 12 Midwestern states, STLtoday.com reported on February 11.

The copper-colored lager has 5.7 percent alcohol by volume, higher than Busch's 4.3 percent ABV.

Only 12 Midwestern states, including Missouri and Illinois, will carry Busch Signature Copper Lager. Performance in these states will dictate whether the beer is sold nationally, AB InBev said. St. Louis is the north American headquarters for AB InBev.

The new copper lager's taglines that will appear in print, TV and digital ads are: “More Flavor. No Fuss,” and a beer for those “Slightly More Special Occasions."

The beer's higher alcohol is in line with the company's emphasis on new products with higher alcohol levels. In early 2013, AB InBev debuted Budweiser Black Crown and Beck’s Sapphire, which each have 6 percent ABV.

AB InBev is investing more marketing muscle to its value brand category, which includes Busch, Natural Light and Rolling Rock. Busch debuted a new campaign in January with the tagline 'Here's to Earning it,' that highlights eight American workers. New integrated marketing campaigns are in the works for its other value brands, said Nate Scudieri.

"The beer industry has not put a whole lot of investment behind value brands the last few years and that's changing," Scudieri said in a recent interview with the Post-Dispatch. "We see opportunity in the value segment."

Busch also began as a regional beer, in 1955. Busch Light was added in 1989. Busch is the eighth-best selling beer in the U.S., based on volume, according to Beer Marketer's Insights, and Busch Light ranks seventh.


12 February, 2014