UK: A-B to bring new-look Michelob to UK

By | 15 March 2007

Anheuser-Busch is to launch the new-look Michelob bottle in the UK.

The US brewing giant said today (15 March) that the re-designed 'teardrop' bottle will be available in the UK from the beginning of next month.

A-B first unveiled its plans for Michelob last month when it relaunched the product as an all-malt beer in the US.

A-B also revamped the brand's packaging, a move that harked back to yesteryear. Michelob Lager and Michelob Light will be packaged in redesigned "teardrop" bottles based on the original package launched in 1961.

"The teardrop bottle was originally created to make the consumer recognise that the quality of the package and the beer were one and the same, and we're going back to the brand's rich heritage," said Jim Gorczyca, UK marketing director for Anheuser-Busch Europe.  "We think the tradition of the new bottle and the all-malt recipe will give adult beer drinkers two great reasons to rediscover Michelob."

The 5% abv beer will be available in the on-trade in 355ml single serve non-returnable bottles and in the off-trade in 4x355ml packs. Michelob will be brewed in - and exported from - A-B's US brewery in Williamsburg, Virginia.

Sectors: Beer & cider

Companies: Anheuser-Busch

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