Marketing in the Beer industry
Budweiser Marketing
The owners of the Budweiser brand from the Netherlands are reaching back nearly 100 years trying to boost the struggling brand again with a new brew called 1933 Repeal Reserve Amber Lager. This limited edition Beer is said to be inspired by a recipe used before the 1920 prohibition phase in the US.
These pre-prohibition style beers are not new, many brewers try to recreate old recipes. Anheuser-Busch (which was bought by InBev in 2008) is operating since 1852 and offers the brewer receipes from its founding members. The new beer holds 6.1 percent alcohol-by-volume and claims to have a "light, hoppy aroma and a rich caramel-malt taste."
Nostalgy plays a crucial role in the marketing and packaging.linking e.g. to 1930s-era vehicles and rides for beer testers as well as tours around the time of prohibition. We will see if that is helping the Budweiser brand to fight its downturn. Experts are sceptic, the Budweiser sales in the U.S. were down 6.6 percent in the first nine months of 2017, more versus the competition. At least they do better globally especially in China.
Sources: AdAge
img credz: pixabay.com
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Let's see if this can beat the slogan of Carlsberg!!