When you’ve lived through a quarter-century of constant losses, you take your victories wherever you can. Even the smallest ones become big deals, no matter how much they end up costing you.
As we reported here back in September, Budweiser beer, owned by AB InBev, has had more than its share of market share losses.
For example, flagship brand Budweiser, with an 8.4% share of market last year (and second to Coors Light), is but a shadow of its former, more-than-25% share, self.
This year, they employed two marketing strategies to regain “millennial drinkers who have increasingly switched to spirits brands, especially for nighttime drinking occasions,” according to Advertising Age.
One of these strategies was heavy investment in hip-hop concerts and celebrity spokesman Jay-Z, culminating in a Labor Day weekend “Made in America” hip-hop festival in Philadelphia.
Another was to kinda sorta get into the craft beer business, with Project 12 – sample packs of three pseudo-craft beers brewed by Budweiser’s regional brewmasters. These beers were generally darker in color, one-fifth higher in alcohol content (6% alcohol by volume [ABV] vs. 5% for regular Budweiser), and pricier.
Now, AB InBev is doubling down on them. Read more →