MarketingWeek: Anheuser-Busch InBev (AB-Inbev) is to extend the Budweiser brand with a new drink targeting consumers in their early 20s. The drinks maker is hoping Budweiser Brew No. ’66’, a “lightly carbonated lager brewed with a touch of sweetness”, will appeal to younger drinkers and tap into a recent sales gains for the master brand.
Stuart MacFarlane, UK President of AB-Inbev, says that the drinks maker aims to satisfy the desire that consumers in their early 20s have “for something new and different”. At 4% ABV, the drink joins Becks Vier and Stella 4% in the company’s portfolio of light, premium brands.
AB-Inbev hopes the sub-brand will provide a “halo effect” and drive sales of the parent brand further. The drinks producer claims Budweiser volume sales grew by 19% and market share by 18.9% last year.
AB-Inbev looks for kicks from Bud 66 [MarketingWeek]