Real thirst for new bottles

Last summer saw consumers across the United States clamour to get their hands on Anheuser-Busch’s cold aluminium bottles. In fact, demand was so high that bars, restaurants, clubs and supermarkets ran out of stock, leading Anheuser-Busch to double its capacity for the new packaging by the autumn.
“We knew people would love the aluminium bottle because it is cool and different,” said Jim Gorczyca, director of UK marketing, Anheuser-Busch Europe Ltd. “We are excited by the magnitude of interest in this new package. Young adults, particularly in bars and clubs, tell us they really like the way it makes drinking cold beer a tactile experience. In fact, this package is so popular that it’s selling out, and it’s doing its job to help enhance the beer drinking experience.”
The success of the aluminium bottles in the US has led to other markets researching its potential, including the UK. “We are currently looking at consumer reaction to the new packaging,” said Gorczyca. “Initial feedback shows us that this new pack could have potential in high-end UK style bars in key cities such as London.”

Gorczyca added that the success of the innovative new aluminium bottle packaging is further evidence that the company’s marketing strategy is on target and continues to produce positive results for Anheuser-Busch.
The versatile new packaging is ideal for contemporary adults searching for a stylish looking beverage when out at a club, bar or upscale restaurant, but is also sought after for attending outdoor drinking occasions where non-breakable containers are needed.
“Creating a buzz and achieving standout are the top priorities for any consumer products company,” Gorczyca said. “Our new products and packaging, including the recently launched B E, are generating increased interest in the beer category as a whole. As one of the world’s top brewers, Anheuser-Busch provides the leadership to bring new ideas and excitement to the entire beer industry.”
In the UK and throughout Europe, Anheuser-Busch continues to bring innovation to its packaging to drive interest in the brand and where appropriate to tie into the brewery’s high-profile sponsorships.
“This year, Budweiser is celebrating 20 years as a FIFA World Cup sponsor,” said Gorczyca. “In the UK, we have developed a limited edition shrink wrap bottle, which displays the FIFA World Cup trophy imagery. This unique bottle will be sold in on-premise outlets that appeal to football fans. For off-premise customers, we have launched a series of FIFA World Cup cans. There are 10 cans in the series and each one has a different World Cup story displayed on the side, together with FIFA World Cup trophy imagery. These packs create standout at retail and drive home our official beer sponsorship to UK beer drinkers.”

Based in St Louis, Anheuser-Busch is the leading American brewer, holding a 48.8 percent share of US beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the number one brewer in China. Anheuser-Busch ranked first among beverage companies in FORTUNE Magazine’s ‘Most Admired US and Global Companies’ lists in 2006. Anheuser Busch is also one of the largest theme park operators in the United States, is a major manufacturer of aluminium cans and is America’s top recycler of aluminium cans. For more information, visit www.Anheuser Busch.com.