NYACS Virtual Trade Show - Summer 2020
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NYACS Virtual Trade Show
Summer 2020
Households buying BRINGING NEW DRINKERS INTO THE CATEGORY • Winning with 21-29 year olds and women
Hard Seltzers need to appeal to a broader and bigger consumer
base; Bud Light Seltzer is positioned to recruit in new seltzer drinkers
There remains a large opportunity to recruit As the highest awareness and penetration
drinkers into seltzer and appeal across all brand, Bud Light Seltzer is uniquely positioned
consumer groups to bring new drinkers into hard seltzers
10% 54%
Hard Seltzers Beer
Hard Seltzer Penetration by Demo
Caucasian
13% 11%
LDA
*Seltzer under-indexes with
Hispanic
key beer consumers
34-54
11% 9%
American
55-64
African
9% 7% #1 brand in the industry with highest
awareness and penetration across
65+
7% 9%
Asian
consumer groups
1 Source: IRI MULO CSIA Panel Dec 2019
2 Source: IRI POS MULC 02-02-20, Millward Brown CCT Brand Awareness Tracking Dec 2019
IGNITE JOB TARGET CONSUMER
Recruit New All consumer
BUD LIGHT SELTZER Drinkers In groups
GROWTH DRIVER OCCASION
Bringing brand equity, scale, and resources into the fast-growing Seltzer segment!
Savor the Anytime, Easy-
Flavor Drinking Occasions
Beer Style Product Color Ingredients ABV Calories
Pure cane sugar, purified water,
Seltzer Clear 5% 100
natural fruit flavor
Flavor Profile Light, refreshing, with a hint of fruit flavor
Features 50% incrementality Consumer Session (n=200 light beer/seltzer drinkers) // GameChangerAt Home Usage
Source: IRI YTD MULC $$ Growth vs YAGO, March 2019
Survey (n = 282 21-29 seltzer drinkers)
Singles & 12pk single flavor: Jan 20
STR 12pk VP: Jan 27 MARKETING SUPPORT
24pk VP: Mar 2
$30M MEDIA SPEND SUPER BOWL TVC SPONSORSHIP PROPERTIES
Pricing LINE PRICED TO MARKET LEADER
Take Seltzer leadership
12pk single flavor TV Digital
Packs 12pk variety pack to our partnerships
Radio
Available 24pk variety pack (March) Drive Sampling 4
ESPORTS
OFFICIAL BEER SPONSOR
25oz singles Print OOH
IGNITE JOB TARGET CONSUMER
Recruit New 21-35, Co-Ed
BUD LIGHT SELTZER - 12PK VARIETY Drinkers In
GROWTH DRIVER OCCASION
FOR THOSE ANYTIME, EASY-DRINKING OCCASIONS, WE’D PUT IT UP AGAINST ANY Savor the Anytime, Easy-
OTHER SELTZER OUT THERE... Flavor Drinking Occasions
Beer Style Product Color Ingredients ABV Calories
Pure cane sugar, sparkling
Hard Seltzer Clear 5% 100
water, natural fruit flavor
Light and refreshing with a hint of fruit flavor. This VP features Cranberry, Grapefruit,
Flavor Profile Pineapple, and Strawberry flavors.
Features
IGNITE JOB TARGET CONSUMER
NATTY DADDY LEMONADE Recruit New
Drinkers In
Males 35+
GROWTH DRIVER OCCASION
The Natural Family is excited to introduce Natty Daddy Lemonade, the big, delicious Savor the
lemonade at 8% ABV. Flavor For Me, For Now
Beer Style Product Color Ingredients ABV
FMB White 8%
Flavor Profile Sweet & Light
Features
REASONS TO BELIEVE
Singles Shoppers Singles Shoppers Lemonade is top
prefer high ABV select based on taste flavor choice
Singles Shoppers are 73% more Singles shoppers are also more Lemon/Lemonade is a top flavor
likely than the average beer likely than the average beer drinker in RTDs and growing. It is also a
shopper to choose a drink to choose a drink because of its top flavor in non-alcoholic
because of high ABV sweet/tarte taste beverages.
Source: Behavior Poll 2020 Source: Behavior Poll 2020 Source: Mintel RTD – December 2018
IRI, Syndicated Shared Cross-Category Model, L52W 7-14-19, TUS MULC
STR 6/22 MARKETING SUPPORT Source: Numerator 2020
PR, Social, & Digital Investment
Packs 16oz & 25oz Cans, 4pk 16oz
Available
IGNITE JOB TARGET CONSUMER
Busch Light apple Recruit New
Drinkers In
Loyal Busch drinkers as
well as Beer rejecters
GROWTH DRIVER OCCASION
Introducing Busch Light Apple! This crisp apple-flavored lager will disrupt the flavored beer
Savor the Outdoor, Seasonal,
space with a brand that everyone knows and loves. Flavor Socializing
Beer Style Color Ingredients ABV Calories/Carbs
Flavored Light Lager Gold 4.1% ~130
Flavor Profile Apple-flavored lager
Available for a limited time, during the key summer selling period and run through peak fall
Features apple picking season
REASONS TO BELIEVE
Value Easy Drinking Flavor innovations Fruit Beer
Lager +6.1% bring in new drinkers +16.8%
Value priced Easy Drinking beer New flavors attract new drinkers to Fruit-flavored lagers are
added more dollars than any outpacing the beer category
the beer category including women
other price tier.
and Gen Z and Millennial men.
Source: IRI MULC 52 w/e 3/15/20 Source: Mintel 2018 Source: IRI MULO 52 w/e 3/15/20
STR 7/20-10/25 MARKETING SUPPORT
Pricing Core
PR, Social, & Digital Investment
Packs 12oz 12pk, 12oz 24pk, 12oz 30pk,
Available 16oz 6pk
Trips per Buyer EXPANDING CONSUMPTION IN MORE OCCASIONS • Winning in meals and relax with more styles • Giving people choices for balanced lifestyles
MICHELOB ULTRA
Ultra Dollar Growth (%)
2019
+21.0
YTD
L12
L4W
2019
+22.6 YTD +13.0
L12W
L4W
+4.6
TUS NY
TUS C-Store NY C-Store
2020 YTD
24pk
Cans
+72%
8pk 16oz +65%
ANHEUSER-BUSCH
IRI Unify W/E 5/24/20; US C-Store & NY C-Store Projected Data
MICHELOB ULTRA PURE GOLD
NATIONAL LAUNCH 25oz Cans
Michelob ULTRA Pure Gold is the future of light beer. An WHY ORGANIC?
Organic Light Lager, with lower calories than ULTRA,
signature low carbs, and a clean balanced finish. It’s the
superior choice to compliment a balanced, active lifestyle.
INTRODUCING 25oz SINGLE SERVE CANS
FOR NATIONAL DISTRIBUTION 71% 40%
Of shoppers make Of shoppers say
decisions based on some or most of
We are excited to announce that on June 15th, 2020, nutrition and the food they eat
Michelob ULTRA Pure Gold 15 x 25oz cans will be available ingredient labels**
is organic**
for sales to retailers nationally.
**Source: Pew Research Center: Americans’ views about
and consumption of organic foods. Dec 2016
STR: SKUS/PACK TYPES: PRICING TARGET CONSUMER:
June 15th, 2020 15x25oz Can RECOMMENDATION: 30+, affluent co-ed
Price Aligned To Premium consumers who look for
Mexican Import Single Serve organic options. Focus on C-
Cans store & Venues.
ENJOY RESPONSIBLY
©2020 Anheuser-Busch, Michelob ULTRA® Pure Gold Light Beer, St. Louis, MO
Note: The alcohol beverage laws of the various states vary with regard to the merchandising and promotion of beer. Please be guided accordingly.IGNITE JOB TARGET CONSUMER
Recruit New
BUD LIGHT LEMONADE Drinkers In
21-34 year
olds
GROWTH DRIVER OCCASION
The beer of Summer. Light lager brewed over real lemonade - clean and crisp with natural
Savor the Daytime
lemon flavors in every sip for the ultimate refreshment. Flavor Summer
Beer Style Color Ingredients ABV Calories
Water, Rice, Barley Malt, Cane Sugar, Lemon and White Grape
Light Lager Gold Juice Concentrate, Natural Flavors, Natural Lemonade Flavor, 4.2% 149
Lemon Peel, Hop Extract
Flavor Profile Premium Light Lager brewed with real lemonade
Features
REASONS TO BELIEVE
BL Peels Top Lemonade +12.6% Lemonade Top
Innovation of 2018 vs. YA Incremental Flavor
Building on the momentum of Lemonade is the 2nd largest In testing, 4 out of the 6 top
Bud Light Orange, a top 3 alcohol beverage flavor and incremental flavors included
innovation in 2018 growing. lemonade.
Source: IRI T. MULC L52 volume sales by key flavor data as of 7.1.19 Source: IRI Custom ABI Database, TUS MULC, Latest Period 12-30-18 Source: Turf Study
STR 3/2/2020 MARKETING SUPPORT
Pricing Core +
Summer support, details TBC
Packs 25oz cans,
Available 12pk, 12oz cans
11SALES PROJECTION MARKETS
BUD LIGHT LEMONADE 1.2M cases
annualized
Total U.S.
Retail execution
TRADE ASSETS & POCM
Shelf
Recommendation
Adjacent to parent brand,
leading into the brand
from Budweiser.
Full Case UPC Unit Carrier UPC BARCODES Full Case UPC Full Carrier UPC
25OZ CANS 12PK
12FROM ALL OF US… THANK YOU FOR YOUR SUPPORT & PARTNERSHIP!
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