The Bud Light Family
From Brand Extension to Megabrand
Building on a great name, an intrinsic understanding of light beer drinkers and the relationship they have with their beer, Bud Light has become one of the most powerful consumer product brands in the world. First tested in 1981 as a challenger to competing light beer brands, Bud Light grew exponentially due to consumers’ affinity for anything Budweiser and a sound brand-building strategy.
While Budweiser remains Anheuser-Busch’s flagship brand, Bud Light is now its best seller and the largest-selling beer worldwide. It has achieved its success in large part by appealing to a wide variety of contemporary adult consumers in a variety of social settings.
With its own credentials firmly in place, Bud Light began rolling out brand extensions in 2008. While each of the new brews was developed to meet specific consumer needs, the superior drinkability, endless refreshment, fun and sociability of Bud Light remain.
Bud Light & Clamato Chelada
Bud Light & Clamato Chelada launched nationwide in January and combines the taste of the word’s best-selling beer with Clamato tomato cocktail, spices and a hint of lime. Latinos, specifically those of Mexican descent, have been combining Budweiser and Bud Light with Clamato for decades.
As the No. 1 beer in the Latino market, Bud Light was ideally positioned to bring this authentic combination to consumers. Consumers have responded by making Budweiser & Clamato Chelada the No. 1 new beer brand in convenience stores. Chelada is also a huge hit in “red beer” states such as Washington, Colorado, Iowa and Oklahoma, which have long enjoyed red beers – tomato juice and beer – for occasions such as golfing, fishing, hunting and tailgating.
Bud Light Lime
Bud Light Lime, a crisp beer that combines the superior drinkability of Bud Light with a splash of 100 percent natural lime flavor, launched in May and became perhaps the hottest beer brand of the year. With $35 million in initial marketing support, Bud Light Lime appealed to beer drinkers with a slightly sweeter palate and became the go-to beer for outdoor refreshment. By mid-summer, Bud Light Lime had become the No. 1 new beer brand introduced since 2007 in both grocery and convenience stores, capturing 1.5 case share and 2.0 dollar share in the former.
Meet the Family
Bud Light reached the pinnacle of beer sales by leveraging the heritage and quality of the Budweiser name. Over the years, it has maintained its industry leadership by building strong connections to adult contemporary beer drinkers and finding relevant ways to re-invent itself as consumer tastes and needs change. These new products leverage the loyalty to/popularity of Bud Light and help create a new brand family that is both powerful and distinct.