Budweiser has announced plans to reintroduce its limited-edition barbecue packaging in time for the summer trading period.
The beer brand will be reviving the bespoke packaging format from last summer across its 8x440ml price-marked packs, 10x440ml can fridge packs, 12x440ml, 4x300ml bottle wrap and 6x300ml basket pack versions. Launching in stores at the beginning of July, Budweiser said the packaging = would create “great cross-merchandising opportunity for retailers” as it targeted a number of summer social occasions.
The new packaging will be supported across all stores with messaging that supports the barbecue occasion. In store, point-of-sale material will drive visibility of the campaign with front-of-store and beer, wine and spirit aisle sightings. Key retailers, the Anheuser-Busch brand continued, would run their own promotional overlays, giving shoppers the chance to win barbecues and barbecue-related merchandise in a bid to enhance the in-home experience.
Anheuser-Busch head of trade marketing Sunny Bhurji said: “Summer is a key volume driver for beer in all sectors, with consumers enjoying the sunshine and celebrating with a Great British summer barbecue. The attractive and disruptive design of the new packaging will help give Budweiser a competitive edge – appealing to various shopper missions, including ’the barbecue supply run’ and ‘planned events’. The format will also enable consumers to easily pick up their beverage and head to their summer event, whilst fitting easily in the fridge to ensure the beers are cold.”
© FoodBev Media Ltd 2024