Budweiser has announced the launch of a new closure called Twist-Offs in the UK, making it “the first major beer brand in the UK” to roll out twist-off bottle caps.
Available across the on- and off-trade, the innovation will increase ease of serve for on-trade customers and address issues of convenience for shoppers by eliminating the need for bottle openers, Budweiser said.
Budweiser claimed that it would be “the first of the major brands in the UK to introduce twist-off caps”, inspired by Budweiser’s American heritage where Twist-Offs have been an iconic feature of its product and packaging for decades. The launch is supported by extensive brand research, which found a strong consumer appetite for the serving benefits Budweiser Twist-Offs provide, which was a key driver to bringing the innovation to the UK market.
Budweiser senior brand manager UK and Ireland Aina Fuller said: “This is so much more than a packaging innovation for Budweiser – never again will consumers have to search high and low for a bottle opener, or battle to open bottles with their teeth. We’re proud to continue to lead the category in the UK by being the first major beer brand to bring twist-off caps to British consumers, ensuring they now never have to miss a minute of the action.
“We believe Budweiser Twist-Offs will position our brand as the only beer to enjoy during key occasions for our audience, across on- and off-trade.”
The new packs will run across all product units, supported by a range of promotions around launch intended to support convenience of opening around all the most important Budweiser occasions.
Budweiser as a beer is one of the hardest to brew, and the same care and attention applied to this brewing process has also been applied to the new Twist-Offs design and packaging, the brand said. These will communicate the new serving ritual to consumers, as well as ensure stand-out on shelf in both on- and off-trade for the new innovation, across fresh, impactful primary and secondary packaging. This includes arrows on the bottle itself, making it clear the cap is to be twisted and not pried off, as well as the back label, crown and secondary packaging on all bottles, and paper neck label on 600ml bottles.
The launch of Budweiser Twist-Offs will be supported by a multi-miliion pound through-the line-campaign, comprising TV advertising, digital advertising, PR, social media, and in-store activations.
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