its portfolio with two completely new and different offerings : White Claw Surf and White Claw REFRSHR . A White Claw spokesperson says that both of the new products give consumers a more full-flavored seltzer with exotic flavor combinations .
The consumer demographic for hard seltzer is the same right now as for tequila : everybody is buying it . The demo is everyone .
MACRO MAINSTAYS Consumers focusing more on familiar staples during Covid was naturally beneficial for bigger brands . Accordingly , Bud Light took home a bevvy of Growth Brands Awards , winning for Best Activation Programs , Best Advertising & Promotion Campaigns , Top Sales Drivers and Best New Products for Bud Light Next .
Always active in marketing , Bud Light in 2022 “ deepened our commitment to the state of Texas with our ‘ Brewed in Texas ’ campaign featuring Cooper Davis , Professional Bull Rider ; Rodolfo Pizzaro , Mexican National Team Midfielder ; and Teofimo Lopez , World Lightweight Champion Boxer ,” says Alissa Heinerscheid , VP marketing , Bud Light .
“ In May , we continued our longstanding support of the LGBTQ + community with a new partnership with the NGLCC , the exclusive certifying body of LGBT-owned businesses .”
“ Finally , Bud Light was also front and center as the presenting sponsor of the 2022 NFL Draft ,” she adds . “ Looking ahead , we ’ re excited to continue bringing fun to NFL fans as we gear up for the 22-23 season .”
This includes launching the Bud Light “ Kickoff Beers ’ Canthem ,” a remixed NFL theme song featuring NFL superstars Travis Kelce and George Kittle “ to help the brand celebrate the epic feeling of opening your first beer of the season ,” Heinerscheid says .
“ And what ’ s a better kickoff beer than our fan-favorite NFL Team Cans ? Returning again for the ’ 22-23 season and featuring team logos and chants , this year ’ s cans will be available to fans across the country .”
Adding to Anheuser-Busch ’ s haul , Bud Light Seltzer received a Top Sales Drivers Growth Brands Award .
“ We expanded our seltzer portfolio with the introduction of Bud Light Seltzer Hard Soda ,” says Steve Wolf , VP marketing , Bud Light Extensions . “ This unique offering features classic soda flavors like cola , cherry cola , orange and citrus , all while having zero sugar . We ’ re thrilled to have debuted these products in the last year .”
These spirits-based seltzer products are increasing their share of the category , and often act as a trade-up alternative to the plethora of lower-priced and malt-based options .
Hannah Venhoff , VP , Deep Eddy Vodka
BEST ADVERTISING & PROMOTION CAMPAIGNS
BRAND Bud Light Corona Extra Modelo Especial
BEST ACTIVATION PROGRAMS
BRAND Bud Light Sam Adams
SUPPLIER Anheuser-Busch InBev Boston Beer White Claw Mike ’ s Hard Lemonade Co . Miller Lite
SUPPLIER Anheuser-Busch InBev Constellation Brands Constellation Brands
Source : Beverage Information Group survey , May 2022
Monson Coors Source : Beverage Information Group survey , May 2022
24 • Fall 2022 www . cheersonline . com