Anheuser Busch case study

Content

• Catalyst
• Summary
• Analysis
  • Here's to Beer campaign aims to promote ailing beer sector
  • US beer growth remains stagnant
  • Here's to Beer campaign focuses on marketing beer category instead of an AB brand
  • AB exploits trend for functional drinks with alcoholic energy beer launches
  • Functional and energy drinks are high growth categories
  • BE straddles beer/malternatives market with traditional beer packaging
  • Tilt abandons look of conventional beers for upmarket FAB look
  • AB enhances offerings of craft beers to conform to changing consumer taste
  • Craft beers are a growing sector of beer market
  • AB has introduced Budweiser Select with a more 'robust' taste
  • AB has formed distribution agreements to enhance specialty beer offerings
  • AB explores options outside beer market
  • AB sets up liquor division with first release, Jekyll & Hyde
  • AB enhances non-alcoholic energy drinks offerings with Hansen distribution agreement
• Appendix
  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
• List of Figures
  • Figure 1: The BE brand is recognizable as a beer from the Budweiser stable, while Tilt abandons the look of conventional beers
  • Figure 2: Bud Select is positioned as a premium and low carb beer
  • Figure 3: Jekyll & Hyde consists of two different flavored liqueurs presented in bottles that fit together