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November 25, 2020

Anheuser-Busch InBev’s Beck’s Ice Premium Lager – Product Launch

Anheuser-Busch InBev has launched a moderate strength variant of its Beck's lager brand in India.

Anheuser Busch InBev Beck’s Ice Premium Lager

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
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Category – Beer, lager, 3.5% abv

Available – From today

Location – India, available across the northern state of Haryana

Price – Not disclosed

Anheuser-Busch InBev has launched a moderate strength variant of its Beck’s lager brand in India.

Beck’s Ice Premium Lager carries an abv of 3.5%, and is touted by the brewer as the world’s first “super mild beer”. The lager follows recent excise policy changes in India’s Haryana state, designed to promote lower alcohol beverages to “foster moderation in drinking patterns.”

The new variant retains the Beck’s model of 100% malt brewing, but with a reduced alcohol content.

The launch reinforces A-B InBev’s commitment to its ‘Global Smart Drinking Goal’ to ensure at least 20% of its global beer volumes come from no- or low-alcohol beers by 2025.

“As a leading brewer, we are always looking for ways to enhance the beer-drinking experience, offering consumers a wider choice of products to enjoy responsibly,” said the company’s VP of marketing for South & South East Asia, Alexander Lambrecht. “We are confident that this super-mild variant will further complement the evolving lifestyles of our consumers … and we look forward to other state governments adopting similar equitable policies in the larger interest of the health and well-being of its citizens.”

In April, AB InBev replaced its non-alcoholic Budweiser brand, Prohibition Brew, with Budweiser Zero across its global markets.

How hops could become part of beer’s marketing lexicon – Click here for a just-drinks comment

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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