Anheuser-Busch's CMO on What the Heritage Beer Brand Is Doing to Compete in a Hard-Seltzer World

Discussion in 'Beer News & Releases' started by Todd, Nov 5, 2019.

  1. Todd

    Todd Founder (5,997) Aug 23, 1996 California
    Staff Moderator Fest Crew Society

    https://www.adweek.com/brand-market...-is-doing-to-compete-in-a-hard-seltzer-world/
     
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  2. dcotom

    dcotom Poo-Bah (2,292) Aug 4, 2014 Iowa
    Society Trader

    Just buy up all the hard-seltzer manufacturers already. :rolling_eyes:
     
  3. Loops

    Loops Initiate (57) Feb 13, 2014 Missouri

    Is it a fad??? Will see, I just cant believe how many women are drinking this stuff.
     
  4. teal

    teal Initiate (92) May 3, 2012 Wisconsin

    That's the question for me. Zima, Bartels and James, Hard Lemonade etc were all "IT" back in the day and now I struggle to think of anyone with them as a preference.

    Tastes come and go and I seriously doubt we'll be talking about Whiteclaw's 60th anniversary in the future.
     
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  5. Bitterbill

    Bitterbill Poo-Bah (6,881) Sep 14, 2002 Wyoming
    Society Trader

    But some are being made by highly regarded, by me, brewers. So, nay I say.
     
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  6. reowin

    reowin Initiate (43) Nov 24, 2017 Tennessee
    Trader

    dumb people actually think white claw has real vodka or gin like a real tonic/seltzer drink does in and not malt liquor beverage which it is they are legit dumb thats why white claw and these drinks are so populer people dont think its malt liquor
     
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  7. Oktoberfiesta

    Oktoberfiesta Aspirant (277) Nov 16, 2013 New Mexico
    Trader

    Isn’t vodka, some fruit juice, and seltzer water 10 times cheaper than whiteclaw? People are dumb with their money.
    I will say there is a convenience factor. I buy polar once in awhile. I could just buy regular seltzer water and add my own splash of fruit.
     
    beertunes likes this.
  8. Ranbot

    Ranbot Champion (888) Nov 27, 2006 Pennsylvania
    Society

    New product: Bud Light Clear

    You're welcome Mr. Brito.
     
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  9. beertunes

    beertunes Poo-Bah (6,420) Sep 24, 2007 Kyrgyzstan
    Trader

    Christ. Back when, if I had known that one could be a " Chief Marketing Officer ", and make a nice buck, I'da got that degree.

    "Executive In Charge Of Talking Bullshit"?

    I got that covered.
     
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  10. Crizzo

    Crizzo Initiate (0) Oct 7, 2019

    Not sure what it's gonna be called but your on the right track. It's coming in January.
     
    Ranbot likes this.
  11. AlcahueteJ

    AlcahueteJ Meyvn (1,102) Dec 4, 2004 Massachusetts

    Close, Bud Light Selzter...

    [​IMG]
     
    Ranbot likes this.
  12. Ranbot

    Ranbot Champion (888) Nov 27, 2006 Pennsylvania
    Society

    I missed that memo.
     
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  13. Squire

    Squire Poo-Bah (2,336) Jul 16, 2015 Mississippi
    Society Trader

    The End Times have arrived.
     
    MikeWard likes this.
  14. DISKORD

    DISKORD Disciple (374) Feb 28, 2017 North Carolina

    What a joke within a joke! If it wasn't bad enough...
     
  15. islay

    islay Aspirant (294) Jan 6, 2008 Minnesota
    Trader

    I do suspect hard seltzer is a fad, but it doesn't really fall into the malternative and wine cooler milieu due to the lack of residual sugar in hard seltzer; i.e., hard seltzer is not sweet, and it has a "diet beverage" image. I think hard seltzer is functioning in the market more like ultra-light beer, with the icky "beery" flavor finally removed and a touch of familiar fruit flavor added, and thus it serves as a superior alcohol delivery vehicle for the many people looking for low-flavor, low-calorie, low-carb options. I actually think that sugary, sweet, accessible, juice-like beers like New England IPAs and many fruited kettle sours (as well as, in a slightly different way, pastry stouts) are what are filling the roles of the malternatives and wine coolers of yore in today's alcoholic beverage scene.
     
    FonyBones likes this.