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US: Anheuser-Busch plans $50m revamp for Michelob

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Leading US brewer, Anheuser-Busch, will unveil a $50m re-launch for its Michelob and Michelob Light brands next month. The company's goal is to expand its presence at the higher end of the beer market currently dominated by imports. The campaign is primarily targeting 21 to 27 year olds, a departure for Michelob which has traditionally been aimed at older, more affluent consumers. The re-launch will include new advertising and new packaging. The brand's well known teardrop-styled bottle is being replaced with a sleeker, high-shouldered bottle similar to those generally used by RTD brands.


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