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.