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September 16, 2021

Anheuser-Busch InBev’s zero-carb Bud Light Next – Product Launch

The February release aims to offer Gen Zers an alternative to hard seltzer.

By Andy Morton

  • Category – Beer, 4% abv
  • Available – From February 2022
  • Location – US, launching nation-wide
  • Price – Priced at the same level as Anheuser-Busch’s ‘core-plus’ portfolio

Anheuser-Busch InBev is preparing the release of Bud Light Next, its first US carb-free beer.

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Bud Light Next is a 4%-abv, 80-calorie light beer targeting the type of legal-drinking-age ‘Generation Z’ consumers that increasingly purchase hard seltzer. The beer rolls out in the US from February next year.

“Brewed for the 21-plus Gen Z audience, Bud Light Next is for the next era of beer drinkers, by providing them an alternative beer that has the stats and sessionability of products they enjoy such as seltzers, and carries on the legacy of the Bud Light name,” A-B InBev’s US unit, Anheuser-Busch said today.

In an interview with CNN on the upcoming launch, A-B’s Bud Light marketing VP, Andy Goeler, explained that Bud Light Next is an effort to keep “evolving and innovating” the Bud Light brand for different drinkers. Highlighting recent launches such as Bud Light Seltzer and a fruit-flavoured Bud Light, Goeler said: “This is another pillar in providing the right products for the right consumers.”

Low-carb beer Michelob has been a star performer for A-B InBev in the US as other big brand beers lose out to hard seltzers. In H1 results announced in July, Michelob Ultra increased its sales in the market by double-digits.

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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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