Anheuser-Busch is hoping to attract former ready-to-drink (RTD) fans with the launch of an energy-boosting bottled beer.
The Budweiser producer is launching BE, a 5% abv lager containing caffeine, guarana and ginseng, to the UK off-trade this autumn.
The beer, in a black glass bottle with twist-off cap, made its debut in the US in January. The UK bottle will be bigger at 355ml and 1% lower in strength.
Jim Gorczyca, Budweiser’s UK marketing director, said that BE was not just an opportunity to reinvigorate the lager category. “We want to stop consumers going on to hard spirits and mixers but we also want to target RTD consumers.”
The drink, which contains 60.4mg of caffeine - equivalent to a cup of coffee - has a fruity taste designed to appeal to both male and female drinkers.
Gorczyca said BE provided an unusual taste sensation and he dismissed the idea that it could be associated with binge drinking. “We think people will drink it in moderation.”
The beer will be available initially from off-licences and convenience stores to target impulse buyers. An on-trade launch is planned during the summer. The company then hopes to sell BE in a four-pack through multiple retailers. Gorczyca said it would be a premium priced product.
Anheuser-Busch is relying on word of mouth communication followed by sampling and then consumer magazine advertising.
Sonya Hook
The Budweiser producer is launching BE, a 5% abv lager containing caffeine, guarana and ginseng, to the UK off-trade this autumn.
The beer, in a black glass bottle with twist-off cap, made its debut in the US in January. The UK bottle will be bigger at 355ml and 1% lower in strength.
Jim Gorczyca, Budweiser’s UK marketing director, said that BE was not just an opportunity to reinvigorate the lager category. “We want to stop consumers going on to hard spirits and mixers but we also want to target RTD consumers.”
The drink, which contains 60.4mg of caffeine - equivalent to a cup of coffee - has a fruity taste designed to appeal to both male and female drinkers.
Gorczyca said BE provided an unusual taste sensation and he dismissed the idea that it could be associated with binge drinking. “We think people will drink it in moderation.”
The beer will be available initially from off-licences and convenience stores to target impulse buyers. An on-trade launch is planned during the summer. The company then hopes to sell BE in a four-pack through multiple retailers. Gorczyca said it would be a premium priced product.
Anheuser-Busch is relying on word of mouth communication followed by sampling and then consumer magazine advertising.
Sonya Hook
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