Budweiser poised to attack Stella

Anheuser-Busch is attacking the UK’s number one premium lager, Stella Artois from Whitbread, with the launch of its premium Budweiser lager brand in 440ml cans which will have the same price as Stella.

Since its launch in the UK, Budweiser has been sold in the smaller 330ml cans, and has established its position as the second-best selling premium lager after Stella in value terms.

Anheuser-Busch refused to comment on the launch, but trade sources say the launch in the larger cans, set for the end of April, will be a significant development in the lager market.

One buyer says: “The biggest brand is being taken on by the second biggest. Budweiser has come this far through 330ml cans alone. But it’s a one shot company. Even though it has got Michelob and Bud Ice, Budweiser is still its main brand.”

The bigger can will allow Budweiser to increase its prices to match Stella, which has built its reputation as a “reassuringly expensive” drink.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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