last updated 12.18.12
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ROLLOUT PRESENTATION. Last Updated 12.18.12. Bud Light Lime Straw-Ber-Rita. Contents What is Bud Light Lime Straw-Ber-Rita ? Who is Target Consumer in What Occasions? Why Launch Bud Light Lime Straw-Ber-Rita ? Fit with Bud Light Lime Success of Bud Light Lime Lime-A-Rita - PowerPoint PPT PresentationTRANSCRIPT
© (Year) Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MOLast Updated
12.18.12
ROLLOUT PRESENTATION
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Bud Light Lime Straw-Ber-RitaContents• What is Bud Light Lime Straw-Ber-Rita ?• Who is Target Consumer in What Occasions?• Why Launch Bud Light Lime Straw-Ber-Rita ?
– Fit with Bud Light Lime– Success of Bud Light Lime Lime-A-Rita– Potential of Strawberry Margarita– Bud Light Lime Lime-A-Rita Growing the Category– Winning Product Proposition
• 360 Marketing Plan• Messaging and Media• Shelf Placement and Pricing• Display Activation / Retail Support• Packaging and UPCs• Wholesaler Investment / CPC Guidelines• National Launch Timeline• Contacts
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Consumer Insight:
“I enjoy both cocktails and beer, but sometimes cocktails can be too sweet and beer can be too filling . It would be great to get the best of both worlds in one convenient package.”
Product Profile: A ready-to-drink, 8% ABV strawberry margarita flavored alcohol beverage with a twist of Bud Light Lime, best enjoyed over ice(6%ABV version also available)
Point of Difference:
Bud Light Lime Straw-Ber-Rita brings together a mix of two favorites – great strawberry margarita taste with the refreshment of Bud Light Lime – to create something original and incredibly drinkable
Consumer Target:
21-34 year old co-ed Trendseeker and Aspirer consumers
Need State: Perfect for consuming in Party Time, Outdoor Refreshment and Hanging Out occasions when consumers are seeking a refreshing change of pace
What is Bud Light Lime Straw-Ber-Rita?
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Who is Target Consumer in What Occasions?Trendseekers Aspirers
Quick Snapshot:
Male/Female, Grey Collar, 28-34Successful & trendy individuals with active social lives who are concerned with the image they portray to their peers.
Male/Female, Blue Collar, 21-34Aspirers ( > ½ of which are Latino) seek a better life for themselves and their families, like to party and are concerned with the image they portray to their peers.
Beer Preference:
Seek sweeter tasting beverages, and likely to explore a wider variety of beer styles and balance beer consumption with both wine and spirits.
Prefer sweeter tasting drinks. These drinkers find the taste of regular, mainstream beers and some imports to be too bitter or strong.
Primary Occasion Fit:
• Party Time: High energy get together with friends either at a local bar or at home. It’s all about getting into and staying in the party mood.
• Outdoor Refreshment: Casual party/get together that generally occurs in the afternoon on weekends (e.g. BBQ/Carne Asade). It’s all about sharing good times with friends or family.
• Hanging Out : Laid-back get together generally occurring in the evenings. It’s all about socializing with larger group of friends or family.
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Fit with Bud Light LimeThe addition of Bud Light Lime is a primary driver for the concept. Over 90% of consumer surveyed indicate Lime-A-Rita and Straw-Ber-Rita have a neutral to
positive impact on the Bud Light and Bud Light Lime brands
Impact on Bud Light
brand
Impact on Bud Light
Lime brand
0% 20% 40% 60% 80% 100%
7
6
39
37
54
57
Much / a little more negative No impactMuch / a little more positive
% total impact
Source: Internal liquid sip research, September 2012
94%
93%
Bud Light Lime Cocktails I enjoy both cocktails and beer but sometimescocktails can be too sweet" and beer can be too filling. It would be great to getthe best of both worlds in one convenient package. Introducing Bud
Light Lime Cocktails a line of ready-to-drink 8% alcoholbeverages that combine a twist of Bud Light Limewith your favorite cocktails. Bud Light Lime Cocktails bring together a mix oftwo favorites - great cocktail taste with the easy-drinking refreshment of BudLight Lime - to create something original and incredibly drinkable. Try it straight out of the fridge, cold from your cooler or in aglass over ice.
Larger font: Stronger Driver of Purchase Intent Red: More [Dislikes+Confusing] than Likes (Likes-[Dislikes+Confusing] < 0)Black: Positive but lower than average Likes-[Dislikes+Confusing] Green: Higher than average Likes-[Dislikes+Confusing]
Base: Concept Viewed N = 530
Concept Drivers
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Bud Light Lime Lime-A-Rita was the #2 top new brand in 2012 behind only Bud Light Platinum and quickly rose to the top of FMB, reshaping the entire category
Success of Bud Light Lime Lime-A-Rita
Rank *2012 Top New Beer Brands1 Bud Light Platinum2 Bud Light Lime Lime A Rita3 Deschutes Chainbreaker White IPA4 Mikes Hard Strawberry Margarita5 Michelob Ultra Light Cider6 New Belgium Shift Pale Lager
7 Mikes Hard On Rocks Long Island Tea
8 Mikes Hard On The Rocks Hurricane
9 Seagram’s Escapes Raspberry Lemonade
10 Shiner Wild Hare Pale Ale
*Source: SymphonyIRI Top New Items in TUS Grocery
Rank **FMB Category Leaders Beer Share (%)
1 Bud Light Lime Lime A Rita 0.42 Smirnoff Ice 0.23 Twisted Tea Hard Iced Tea 0.24 Mike’s Hard Lemonade 0.25 Mike’s Hard Variety Pack 0.16 Mike’s Harder Lemonade 0.1
7 Mike’s Hard Black Cherry Lemonade 0.1
8 Mike’s Harder Cranberry Lemonade 0.1
9 Mike’s Hard Seasonal 0.110 Smirnoff Ice Green Apple Bite 0.1
**Source: SymphonyIRI Total US MULC 4.15.12 – 11.25.12
Bud Light Lime Lime-A-Rita took over the top spot in the FMB category in just 4 short months and is now twice as big
as its nearest competitor!
Bud Light Lime Lime-A-Rita sales nearly tripled the rest
of the Top 10!
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
1 20.0%
10.0%
20.0%
Number of items in the line
Reac
h Po
tenti
al %
Potential of Strawberry Margarita•Strawberry margarita has stronger appeal and purchase intent than classic lime margarita
•Carrying both Bud Light Lime Straw-Ber-Rita and Bud Light Lime Lime-A-Rita would reach twice as many alcohol drinkers beyond carrying Lime-A-Rita alone
Source: Flavor Line Optimization Test, n=530, June 2012; Reach potential among past 4 week alcohol drinkers age 21-55, assuming 100% awareness and distribution
0.00
0.20
0.40
0.60
0.80
1.00 1.10 1.20 1.30 1.40 1.50Purchase Frequency (times per month)
Rea
ch%
of C
onsu
mer
s R
each
ed
Bud Light Lime Lime-A-Rita
Bud Light Lime Straw-Ber-Rita
Reach and Frequency of potential Bud Light Lime Cocktails
Double the reach
Potential Reach of Bud Light Lime Straw-Ber-Rita
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
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$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
Lime Flavored Strawberry Flavored
Dolla
r Sal
es ($
M)
Potential of Strawberry MargaritaBud Light Lime Lime-A-Rita significantly drove sales in the lime flavored alcohol beverage segment . Bud Light Lime Straw-Ber-
Rita is expected to have a similar impact to the strawberry flavored alcohol beverage segment.
Source: SymphonyIRI
Bud Light Lime Lime-A-Rita Introduced
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
47.4%
6.2%
46.4%
Bringing in New Drinkers
Brand SwitchingRepeat BuyersNew Category Buyers
25%
56%
19%
Trading Drinkers Up
Traded Down Traded Up Traded Across
Growing the CategoryBud Light Lime Lime-A-Rita is growing the beer category by both
bringing new drinkers into the category and trading current drinkers up from lower priced segments
Source: Consumer Loyalty Data National Retailer
New Category Buyers
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Winning Product Proposition
Source: Internal liquid sip research, October 2012.
Bud Light Lime Straw-Ber-Rita vs. Leading competitive RTD strawberry margarita
Without Ice Overall Opinion -Mean
BLL Straw-Ber-Rita Above (5.75 vs. 4.79)
Fit to Concept BLL Straw-Ber-Rita Above (5.64 vs. 4.80)
With Ice Overall Opinion -Mean
BLL Straw-Ber-Rita at Parity (5.70 vs. 5.24)
Fit to Concept BLL Straw-Ber-Rita Above (5.54 vs. 5.05)
Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD strawberry margarita in two separate liquid sip tests
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Winning Product PropositionBud Light Lime Lime-A-Rita and Straw-Ber-Rita are seen as
significantly more refreshing, social and innovative than a leading competitor
Bud Light Lime Line(A)
Competitor Line (B)
Brand Perceptions (% selecting)Are very refreshing 49(B) 35Would taste great 39 32Brand Perceptions (Top Box)
Are social and outgoing 53 (B) 39Are good for partying 54 (B) 41Are innovative 37 (B) 24Package Attributes (% selecting)Fun 49(B) 34Attractive 57(B) 34Vibrant 47(B) 27Exciting 39(B) 19
Source: Internal shelf test, August 2012; A, B indicate significance at 90% level
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Summary: Why Bud Light Lime Straw-Ber-Rita ?
Fit with Bud Light Lime:
• The addition of Bud Light Lime is a primary driver for the concept. • Over 90% of consumers surveyed indicate that Lime-A-Rita and
Straw-Ber-Rita have a neutral to positive impact on the Bud Light and Bud Light Lime brands
Success of Bud Light Lime Lime-A-Rita:
• In 2012, Bud Light Lime Lime-A-Rita was the 2nd fastest growing beer brand in the industry
• In just four months, Bud Light Lime Lime-A-Rita became the #1 brand in FMB and reshaped the category
Potential of Strawberry Margarita:
• Strawberry margarita has stronger appeal and purchase intent than classic lime margarita
• Carrying both Bud Light Lime Straw-Ber-Rita and Bud Light Lime Lime-A-Rita would reach twice as many alcohol drinkers beyond carrying Lime-A-Rita alone
• Bud Light Lime Lime-A-Rita significantly drove sales in the lime flavored alcohol beverage segment. Bud Light Lime Straw-Ber-Rita is expected to have a similar impact to the strawberry flavored alcohol beverage segment.
Growing the Category:
• Bud Light Lime Lime-A-Rita is growing the beer category by both bringing new drinkers into the category and trading current drinkers up from lower priced segments
Winning product proposition:
• Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD margarita in sip tests
• Bud Light Lime Lime-A-Rita and Straw-Ber-Rita are seen as significantly more refreshing, social and innovative than a leading competitor
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
360 Marketing PlanMedia / Digital– National TV, OOH and Print
beginning around Cinco to build awareness and drive trial
– Strong digital focus to reach trendsetter and aspirer targets where they consume media
Retail Programs– Retail programs to support
sampling, displays & ad features – Specially designed racks and
bins to encourage trialPOS– Full line of retail merchandising
elements to support account distribution and displays
Sampling Focused Events / PR
– Activate events designed to reach targeted consumer starting with Spring Break and Cinco de Mayo and continue sampling throughout the year
On Premise
Media
Cross Merchandise
Packaging
PR
Digital& Social
Experiential
Off Premise
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Messaging and Media
Sports Cable Entertainment Digital
Search, Social Discovery, and SeedingAwareness
Phase 1: Tease/Build Anticipation with digital/social campaign and sampling in key vacation destination markets
Phase 2: National launch with Cinco de Mayo Build-upPhase 3: Sustain with strong summer levels and diverse mix
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Shelf Placement and Pricing Strategy
Shelf Recommendation• Merchandise within the FMB / Specialty Segment
to encourage trial among both FMB and non-beer consumers
• Target 12pk 8oz. can in Grocery, Mass and On-Premise
• Target 24oz. or 16oz. can AND 8oz. can as singles in C-Store & Package Liquor
Supermarket C-storeSupermarket C-storePrimary Target
Traffic Flow
JJB Notes: Updated C-Store
Pricing Recommendation• Off-Premise:
• 12pk 8oz. can at parity with BLL Lime-A-Rita and 12pk 12oz. Bud Light Lime
• 24oz. and 16oz. can at parity with BLL Lime-A-Rita and competitive FMB set
• On-Premise: Pricing at parity with mixed drinks (can or bottle)
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Display Activation
Large Format
Small Format
Bud Light Lime Lime-A-Rita drives increased sales when on display. Utilize available POCM tools and display either as 12 packs or as singles. Display
Lime-A-Rita and Straw-Ber-Rita together and gain incremental floor space by flanking Bud Light Lime and Bud Light Mega displays.
Lime-A-Rita
Strawberry Flavored
FMB
Other Lime Flavored
Premium Light
Premium Plus
62.1%
42.6%
42.2%
40.8%
33.4%
31.5%
Incremental % Lift on Display
Source: SymphonyIRI MULC Total US 4.12 – 10.12
12pk Display
Singles Display
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Retail Support: POCM Elements
Co Branded 12pk Bin Display
Serpentine 8oz Singles Rack
Cooler Sticker (Available in 6% and 8%)
Glamour Banner
Stringer Pennants
Table Tent
Dangler – (Image is FPO)(Available in 6% and 8%)
Coaster
Wrapped Bucket
Metal Sign
Single Serve Ice Cooler
(Image is FPO)
Single Serve Bin Display
(Image is FPO)
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Packaging Mix for 2013Available April 1, 2013
Available Summer 2013
Packaging
12 pack 8oz sleek cans
6 pack 8oz glass bottle
24oz cans 16oz cans
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
UPC Sheet
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Wholesaler CPC for 2013: $0.75
CPC Recommendations
CPC Priorities:1.Retail Merchandising: 40%
– Utilize available POCM and sign making tools to drive awareness and trial at retail
2.Sampling : 40%– Educate consumers on this
innovative product through on and off-premise sampling
– Reinforce the pour over ice ritual
3.Branded Events: 20%– Inclusion with Bud Light Lime
and Bud Light Lime Lime-A-Rita events to drive awareness and offer sampling opportunities
Merchandising40%
Sampling40%
Brand Events20%
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
National Launch Timeline
Week of or Date
Limited Order Window POCM Opens – 12/17/12Closes – 12/31/13
Sell in materials available 12/17/12Samples ship 2/4/13Wholesaler Forecasting Begins 2/4/13POCM ships to wholesalers 3/4/13National STRs 4/1/13
Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO
Who do I contact with questions?
Name/Title Email Address Office Phone
Joe ButticeBrand Manager, Bud Light Lime Brands
314-765-7521
Colleen Powers LucasInnovation Manager,Bud Light Mega Brands
314-577-1847
Thank you for supporting the national launch of Bud Light Lime Straw-Ber-Rita ! If you have any additional questions, please feel free to contact…