Inexpensive Budweiser and Bud Light are affordable options that can be purchased for BBQ’s, family gatherings, sports events, and wonderful for yard beers while working in the hot sun. Since Budweiser and Bud light are a light bodied lager, it can go with many different events and, due to cost point, it goes a long way. Variety With over 100 options there is something for everyone, which also allows for certain beers to be sold in certain areas where they are more popular to keep sales high and the beer on the shelf moving. AB started printing “Freshest Before” dates on the bottles and cans in 2015 to let the buyer know they are getting fresh beer that is cold and crisp (Budweiser, 2020). Weaknesses Craft Beer Movement The Craft Beer Movement has brought to light many old world beer styles that the large American beer producers have ignored. They built their brand and their customer loyalty with their flagship beers and have been resistant to change. When Budweiser was acquired by ImBev, its production mentality changed as they have increased in diversity of beers. They do, however, carry a sigma to newer age beer drinkers.
ANNUAL BEER BREWING COMPETITION New age beer drinkers With the rise of the Millennials becoming of beer drinking age, they have shifted their beer drinking preferences away from mass produce beer to higher quality, premium beers (Bhasin, 2019). This began the Craft Beer Movement. Prior to this movement Budweiser enjoyed the family tradition of father to son beer drinking continuation. Opportunities Join the Craft Beer Movement Budweiser should start brewing premium beers that fill in the empty void in the beer portfolio, to earn new age drinkers and the consumer dollars (Bhasin, 2019). New Sponsorships Budweiser should also sponsorships in extreme sports that have been ruled by energy drinks like Red Bull and Monster. Advertising in this arena with new Craft/Premium beers will reach the market that is looking past the Budweiser product line. Marking Plan Focus Budweiser has an opportunity to ease its way into craft beer brewing in one of two ways. First, they could use their overwhelming conglomerate power and purchase an up and coming Craft Brewing company. Then, they could assist them with resources and support to make new styles of beer or perfect an existing style and have them enter the World Beer Awards or the Best of Craft Beer Awards. By doing this slowly, it allows them to enter a beer that would attempt to
ANNUAL BEER BREWING COMPETITION shun their mass-produced product line for its lighter taste and easy drinking nature. The second option is to allow their Master Brewers to make limited run batches of premium beer that could be seasonal or geographical in their flavors to win over the taste buds of new customers.
- Spring '10
- Brewing, Malt, Beer style, Wheat beer