Budweiser’s hard seltzer push and pricing strategy: Your Marketing Week
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the strategy behind Budweiser’s UK hard seltzer launch to John Lewis’s focus on “enhanced value”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Hard sell
It’s Friday. You’ve had a long, tiring week and you’re ready to put your feet up and unwind with a nice cold…hard seltzer? It’s a relatively new concept for the UK market, but hard seltzer is already big business in the US and drinks companies from Heineken to Coca-Cola are looking to convert Brits to the fruit flavoured sparkling water with an alcoholic kick.