Bud Light, the best-selling beer in America, has been re-introduced into the UK by ABInBev.
Described as the company’s biggest UK launch for at least 10 years, the arrival of Bud Light is being positioned as a “beer for the young generation”. At 3.5% ABV strength, with a lighter taste and lower calorie content than most mainstream lagers and a “cool” brand image, Bud Light is predicted to bring more 18-24 year old consumers into the beer market.
The brand bridges a gap between standard and premium lagers, retailing at a premium to mainstream lines. In the convenience sector. It will be supplied in 4 x 440ml cans (rsp £4.50), 10 x 440ml multipacks (rsp £10) and, via wholesale only, 4 x 500ml cans pricemarked at £5.49.
Bud Light has previously been available in the UK, but not since 2001. Despite this absence, the brand’s strength in America and presence in films and TV programmes means that it already had a 63% level of awareness in the UK before the official launch, AB Inbev reports.
The launch will be supported by a multi-million-pound marketing campaign celebrating the brand’s “light-hearted personality”, including TV advertising, outdoor posters, print and digital spend, plus sampling, using 150ml cans overprinted with a money-off next purchase voucher.