Consumers Aren’t Shy About Giving Wild Blue A Try
The Sky’s the Limit for this Boldly Refreshing Blueberry Lager
Since launching nationwide in March 2008, Anheuser-Busch’s blueberry lager Wild Blue has intrigued male and female beer drinkers with its striking burgundy color and ripe blueberry aroma. But before Wild Blue could grow into a national beer, it started off in small test markets.
Seeding Our Blueberry Beer
Even as a company known for renowned worldwide beer brands like Budweiser and Bud Light, we’re just as adept at successfully creating, brewing and marketing smaller, niche brands like Wild Blue.
Fruit beers are very popular internationally, but are just beginning to gain interest in the United States. So when we set out to launch Wild Blue, we knew we needed to carefully seed the brand in the right test markets to gauge what our target adult drinker thought about the beer. Before taking a beer nationwide, we always take the time to perfect our recipe and marketing strategy. And what better adults to have sample and give feedback about a blueberry lager than residents in the heart of blueberry country – Ann Arbor, Grand Rapids, Holland and Muskegon, Mich.; Madison, Wis. and Bloomington/Normal, Ill. – where we first sold Wild Blue in 2005.
Ripe for Expansion
During the test market phase we’re able to better understand what adults think about how the beer tastes and looks, and get input on what type of bars and restaurants would be interested in carrying this type of beer. These are important factors in deciding when and how to roll out a beer nationally.
Some of the resounding feedback we heard in Wild Blue test markets was that it’s a great beer both men and women enjoy when out with friends, paired with food, or used as an ingredient when cooking. And, after expanding into St. Louis in January 2008, where adults raved about the beer, we knew we had a recipe for national success.
Bursting With Success
Since the beer’s national launch, it’s continued to exceed expectations and gain distribution and currently Wild Blue ranks as the No. 10 new beer brand YTD at supermarkets, according to IRI InfoScan (June 22, 2008).
A Delicious Addition to the A-B Family
Wild Blue has always been a beer that stands out in our portfolio, and not just because of its remarkable color. We’ve worked to convey the beer’s unconventional spirit in every aspect, from its taste to its label that features a cheeky, playful bulldog kicking a blueberry to the unique marketing efforts behind the brand. We’re taking Wild Blue places it hasn’t been before like pet parades, where dog lovers can get to know Wild Blue, with its feisty bulldog label.
And, craft beer drinkers have given Wild Blue their stamp of approval – awarding it a gold medal in the fruit beer category at the North American Brewers Association’s 2006 North American Beer Awards, a competition that recognizes top beers by style.
With all Wild Blue has going for it, we’re excited that beer drinkers nationwide have the chance to try a unique brew like Wild Blue and we think it will continue to be well-received by those thirsting for something new.
Sampling of consumer feedback on Wild Blue:
"Wild Blue is the most delicious blueberry beer I've ever had. All my friends have tried it and love it too! We can't
get enough!"
– 35 years old, New Jersey
"Wild Blue is an awesome beer! Easy to see why it won the Gold Medal in 2006."
– 52 years old, Virginia
"I recently purchased some Wild Blue blueberry lager. This is the best beer I've ever tasted."
– 22 years old, Ohio
"I love, love, love Wild Blue. I'm telling everybody I know about it."
– 44 years old, Georgia