By David Benady

Anheuser-Busch is launching red beer – one of the fastest growing sectors in the US beer market – into the UK.

Roscoe’s Red – the Anheuser brand – is brewed in the US using roasted barley to give it a red colour. It has an alcoholic strength of five per cent proof and will be launched in 355ml screw-cap bottles.

The initial launch will be in Scotland, and it will then be rolled out to the rest of the UK. It is understood the brand uses the advertising strapline “for the man of the Nineties”. It is aimed at 18 to 30-year-old “new lads”.

A multimillion pound ad campaign is expected to break through Anheuser’s UK agency BMP DDB.

One observer says: “Red beers are successful in the US, where they don’t have bitter. Roscoe’s will be positioned in the UK as a premium ale, to be drunk from the bottle. The bottle design is striking with a cream and red label.”

Roscoe’s Red is the third product launched in the UK by Anheuser-Busch, and follows Budweiser and Michelob, which both have heavy advertising support.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here