Anheuser-Busch InBev is to launch UK TV ads for Budweiser Zero as part of its English Premier League sponsorship, as brewers increasingly push non-alcoholic beers in their sports marketing.
A-B InBev’s UK unit said today that 20-second TV spots for the new non-alc beer will play a prominent role in the new ‘Monday Night Football’ campaign. Budweiser Zero will “lead the charge” on the campaign, with the TV ads supported by social films across YouTube, Facebook, Instagram, Twitter and Snapchat, according to A-B InBev.
“The decision to use the power and scale of the master brand, coupled with its biggest marketing platform – the Premier League sponsorship – to raise awareness of Budweiser Zero is part of Budweiser’s commitment to encouraging and supporting smart drinking choices for consumers,” said Budweiser Brewing Group UK & Ireland.
Brewers are becoming bolder with the marketing for their non-alcoholic brands, especially in sports, where the category aligns with health and fitness. Last month, Heineken replaced Amstel beer with Heineken 0.0 as the beer partner of the UEFA Europa League, Europe’s second-biggest club competition.
A-B InBev signed a Budweiser tie-up with the English Premier League last year. Budweiser Zero was launched in the UK earlier this year, replacing Budweiser Prohibition Brew.