AB-Inbev looks for kicks from Bud 66

Anheuser-Busch InBev (AB-Inbev) is to extend the Budweiser brand with a new drink targeting consumers in their early 20s.

The drinks maker is hoping Budweiser Brew No. ’66’, a “lightly carbonated lager brewed with a touch of sweetness”, will appeal to younger drinkers and tap into a recent sales gains for the master brand.

Stuart MacFarlane, UK President of AB-Inbev, describes the launch as its “most important business action in 2010”.

He adds that the drinks maker aims to satisfy the desire that consumers in their early 20s have “for something new and different”.

“As a brand that consumers know and love, Budweiser is in a fantastic position to launch such an innovation,” he adds.

At 4% ABV, the drink joins Becks Vier and Stella 4% in the company’s portfolio of light, premium brands.

AB-Inbev hopes the sub-brand will provide a “halo effect” and drive sales of the parent brand further. The drinks producer claims Budweiser volume sales grew by 19% and market share by 18.9% last year.

The drinks producer is hoping to get a boost in sales from its sponsorship of the World Cup this summer. It has recently launched a global marketing drive using the “Budweiser United” platform in support of its official beer of the 2010 FIFA World Cup status.

UK activity includes an above-the-line campaign to support what the company says is its “largest” ever on-pack promotion.

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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