Bud Light Brand

Brand Analysis: Bud Light

Introduction

In a competitive industry with multiple product options, beer companies are constantly looking for new ways to market their brand and attract consumers. Bud Light has emerged as a market leader through a successful understanding of their consumer’s behaviour. This report will analyze the major concepts in Bud Light’s marketing strategy that makes them “the number one light beer in the world” (Articlearn). Through their ability to develop a strong brand personality, motivate its consumers, and utilize various social media outlets, Bud Light has successfully influenced the purchasing decisions and buying habits of consumers worldwide.

Company History

Anheuser-Busch, the brewery that produces Bud Light, was founded in the early 1800’s and grew rapidly due to the early success of their flagship brand, Budweiser. Over the years they continued to add products to their brand profile and quickly became America’s largest brewer. Through the company’s success they were able to acquire Labatt, Canada’s largest brewer in 1995. This merger brought sales of Budweiser and Bud Light north of the border as well as many years of prosperous sales. This was all temporary, because during the recession of 2008, Anheuser-Busch merged with InBev in a hostile takeover. The final result was ABInBev which is currently the “largest brewer in the world” (Reuters). Bud Light is ABInBev’s largest brand in their portfolio, something that contributes to them being “four times larger than any other brewer” (Financial Times). The company’s enormous success can be attributed to their specialty brewing processes and high quality ingredients used in all of their products.

Product

        Bud Light is situated in the light beer category because of its 4 per cent alcohol-to-volume content. It is known for its light, crisp, refreshing taste, something that makes it one of the “most refreshing light beers” (Bud Light). Bud Light was first “introduced in...