Product Launch - UK: Anheuser-Busch InBev's Cubanisto
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Anheuser-Busch InBev's Cubanisto
Category - Beer, flavoured, rum, 5.9% abv
Available - From 24 March
Location - UK, nation-wide in both on- and off-trade
Price - In off-trade, SRP of GBP4.99 (US$8.30) per three-pack of 33cl bottles, also available in individual 33cl bottles
Distribution - Anheuser-Busch InBev
Anheuser-Busch InBev has announced its entry into the 'spirit beer' sub-category in the UK, with Cubanisto.
The 5.9% abv rum-flavoured beer launches in the country later this month, the company said late yesterday (5 March).
The beer will be available in 33cl bottles that feature an ultra-violet light-sensitive coating. The UK unit of A-B InBev promises "secret consumer experiences which can only be unlocked through social media, and new technology will be used to enable fans to gain access to exclusive content".
A roll-out to France will follow in the coming months, a spokesperson for the brewer confirmed to just-drinks.
AB InBev, the world’s biggest brewer, is launching a new rum flavoured premium beer brand in the UK.
Cubanisto will be available in on and off trade channels in 330ml bottles from 24th March.
Inspired by the vibrant spirit of the Caribbean, AB InBev has created Cubanisto, a distinctive rum-flavoured premium beer. The beer has a fresh taste of citrus, orange zest and lime, accentuated by the aroma of caramelised cane sugar and treacle.
The flavoured beer category is worth £115m¹ in the UK and is growing across both on and off trade channels², reflecting consumer demand for new and different flavours. Rum is also in growth, up 29% by volume between 2012 and 2013³.
Cubanisto is perfect for nightlife occasions and features an exclusive bottle with a UV-light sensitive coating. In the off trade, Cubanisto will be available in 3 x 330ml packs and single bottles. The eyecatching pack design will be showcased in the on-trade, with bottle glorifiers, stencils and illuminators. In-store activity and point of sale kits will also create excitement around this new brand in the off-trade.
There will be secret consumer experiences which can only be unlocked through social media, and new technology will be used to enable fans to gain access to exclusive content.
AB InBev UK’s Senior Brand Manager Emily Kraftman said: “Cubanisto is a brand waiting to be discovered by tech-savvy trend setters, and enjoyed when socialising and celebrating with friends. AB InBev has a track record of launching successful innovations, with Stella Artois Cidre in the UK being a great example.”
Original source: Company Release
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