Ch. 10 - Product Concepts

 

Anheuser Busch has a brand identity that is recognized all over the world due to its wide spread distribution of its products. Anheuser Busch's beers are shopping products. Although they are readily available, like a shopping product, there is a lot of competition, and in many instances the purchase decision requires more thought and research than an everyday shopping product.

As discussed earlier, Bud Light was introduced in 1982. Bud Light marked the beginning of a new product line for Anheuser Busch. Bud Light has used product line extensions to add additional beers under the Bud Light umbrella. The current beverages sold with a Bud Light label are: 

• Bud Light 

•  Bud Light Platinum 

•  Bud Light Lime

• Bud Light Lime Ritas (lime and strawberry)

 




Bud Light is a brand, differentiating itself from the competition. Using consistent, family branding across the globe, Bud Light has become a global brand. Bud Light sold outside of the United States now represents 51% of its total sales, due in large part to huge success in China. The launch of Bud Light Platinum and Bud Light Lime Straw-ber-Rita were each the most successful launches in the beer category in 2012 and 2013. Bud Light Platinum had a dollar share growth of 1.3 million in 2012 and Bud Light Lime Straw-ber-Rita had a dollar share growth of 0.7 million in 2013.