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AB-InBev to launch Bud Light Golden Wheat Beer

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Anheuser-Busch plans to launch a sweeter-tasting wheat version of Bud Light Oct. 5.

The addition to the Bud Light family follows the successful launch of Bud Light Lime on Cinco de Mayo last year.

The marketing budget for Bud Light Golden Wheat will be about $30 million, similar to the marketing budget for Bud Light Lime, according to Keith Levy, vice president of marketing. The ads will be online, outdoors, in print and on TV, he said.

Levy said he the brewer hopes to attract not only established A-B product drinkers but also “trendsetters” who want to try something new.

A-B wants to tap into the surge in popularity of sweeter beers and wheat beers from craft brewers.

But “we’re not trying to outcraft craft,” Levy said. “We’re trying to capitalize on an emerging style.”

The beer will use unfiltered wheat so it will look cloudier than its Bud Light counterpart and will have orange and coriander as ingredients to give it a bigger, sweeter taste, according to Levy.

St. Louis-based Anheuser-Busch is owned by Belgium-based Anheuser-Busch InBev, the world’s largest brewer.

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Monday, September 25, 9:52 am

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