Anheuser-Busch InBev (AB InBev) has unveiled what it is calling its “most important business action in 2010”- a new variant of Budweiser.
The new beer is called Budweiser Brew No. 66 or “Bud 66” for short and at 4% ABV has been designed to tap into the new “standard premium” market, which includes brands like Beck’s Vier and Stella Artois 4%.
The beer is aimed at consumers in their early 20s who are looking for a refreshing beer and would draw new consumers into the category, said AB InBev UK president Stuart MacFarlane.
“Bud 66 is the result of extensive research and testing to create a product that will resonate with consumers. It is a lightly carbonated lager brewed with a touch of sweetness for a smooth easy taste,” he said.
Plans are in hand for a multi-million pound campaign to support the launch when it is rolled out this summer.