Beverage Dynamics September-October 2021 | Page 14

2021 GROWTH

BRANDS BEER

BEST NEW PRODUCTSS

Budweiser enjoyed another excellent year thanks to a constant stream of innovative products .

“ The pandemic did have a positive effect on the beer ' s popularity and demand from those who had been holding on to bottles over time ,” he adds . “ With so much time at home , we saw our fans and consumers going through their cellared beers quicker than ever — think of the bourbon barrel-aged stouts , lambics , barleywines , etc . that go hand in hand with hunkering down and staying home . While consumers couldn ’ t necessarily go out to their favorite brewery , they could safely enjoy a big beer in the comfort of their own home and still make it an experience . This seemed to drive more consumers to seek out last year ’ s Bourbon County Stout , and replenish their cellars with new beers .”

CONNECTING WITH CONSUMERS This beer marketing trend mirrors a worldwide movement . Savvy brands now connect directly with consumers . It ’ s no longer enough to simply run funny or informative social media , or eye-catching advertising . Smarter companies keep consumers interested by interacting with them on a consistent , meaningful basis .

“ Over the last year , the brand found opportunities to connect with , uplift and bring our fans closer to the moments they love , like livestreamed concerts from chart-topping artists through our Bud Light Seltzer Sessions series , and virtual gaming competitions with Battle of the Best ,” says Goeler . “ We also looked to involve our fans directly wherever possible . One of our largest campaigns over the last year was ‘ Chief Meme Officer ’, where Bud Light looked to hire a fan to join the Bud Light marketing team .”

Of course , this strategy also extends offline . With Bourbon County Stout , Goose Island offers Chicago-only versions for their home city , while nurturing an event around the brand ’ s annual launch date .

“ Our Black Friday Bourbon County Stout release started in Nov . 2010 , when a few dozen beer lovers lined-up outside of Binny ' s Beverage Depot in Chicago , before doors opened to be the first to get the new beer ,” Ahsmann recalls . “ As the beer gained more fervent popularity , the lines started to grow , ultimately ballooning to over 1,000 people waiting in line in pre-pandemic years , garnering local and national media attention .”

“ The marketing success has been largely in part to our fans and their dedicated love for the beer ,” he adds . “ What Goose Island started in 2010 with Black Friday has now grown to become a model for other breweries to release their own bourbon barrel-aged stout offerings .”

BEST ADVERTISING AND PROMOTIONS

BRAND Corona Stella Artois Michelob Ultra Bud Light Budweiser

TOP ACTIVATION PROGRAMS

TOP SALES DRIVERS

SUPPLIER Constellation Brands Anheuser-Busch InBev Anheuser-Busch InBev Anheuser-Busch InBev Anheuser-Busch InBev

14 Beverage Dynamics • September / October 2021 www . beveragedynamics . com