There’s Nothing Shocking About The Success of Anheuser-Busch’s Belgian-Style Wheat Beer
Sales Continue to Soar for Shock Top Belgian White During First Six Months of 2008
Anheuser-Busch is a world-class marketer, and building brands is what we do best. Adults love our iconic lagers Budweiser and Bud Light, and vote with their pocketbooks every day to make these the two best-selling beers worldwide. But over time, we’ve also carefully built a portfolio of niche beers that are getting noticed by retailers, brewing competitions – and most importantly – adult consumers.
Moving Up The Ranks
One of our hottest new brands is our Belgian-style wheat ale Shock Top Belgian White. In one year, Shock Top has grown from the 27th ranked wheat beer in the United States at the end of 2007 to the ninth wheat beer (June 22, 2008 IRI InfoScan). It has also moved into the No. 6 spot for new beer brands YTD at supermarkets (June 22, 2008 IRI InfoScan).
Buzz-Building Strategy
Shock Top’s success ultimately begins with having a quality beer and stems from a well-planned strategy to grow awareness for the brand carefully and purposefully, mainly by word-of-mouth buzz and an eye-catching tap marker that features a sunglasses-wearing orange slice with a wheat bundle or “shock top” for hair.
With its light golden color, citrus taste and signature unfiltered style, we’re pleased by the incredible consumer response to this truly special style of beer. In the end, Shock Top is yet another reminder of Anheuser-Busch’s incredible track record as a smart brand builder and brewer of a wide variety of award-winning beers.
Sampling Of Consumer Feedback On Shock Top:
"Shock Top was flavorful all the way to the end. I'm spreading the word since it's a great-tasting beer. It's spicier, but more subtle than Blue Moon and is very refreshing."– 22 years old, Tennessee
"I just tried your Shock Top Belgian White and it was the perfect beer for South Florida: smooth and refreshing with just a touch of citrus."
– 43 years old, Florida
"This is coming from a man who visits Belgium often; Shock Top has a wonderful taste."
– 60 years old, New York
"I recently was able to try your Shock Top Belgian White and I must say congrats. The flavors, smell, and texture were all amazing."
– 25 years old, Montana
"Shock Top tastes delicious! I usually purchase Heineken but this has it beat."
– 56 years old, Maryland
"Shock Top is the best beer I have ever tasted."
– 23 years old, Tennessee