Budweiser Black Crown — Not Your Trashy Uncle’s Beer
Since the Belgians took over Anheuser-Busch four years ago, the brewer has been searching for new ways to cut costs while their mad scientists relentlessly work to develop new product lines -- including Bud Light Platinum and Bud Light Lime -- in an attempt to attract the more discriminating beer connoisseur.
The latest example of this strategy is a beer called Black Crown, which appears to be more of a stepping stone into the craft beer world than any of the brewer’s past offerings. Black Crown is a new twist on the All-American Budweiser brand, with higher alcohol content and a much stronger hops taste. AB InBev says they hope the new beer will grab the attention of a more sophisticated crowd. This is painfully obvious from the lack of wife-beater tanks and beer guts and in their latest commercial.
Representatives of AB InBev say that redefining and repositioning the brand is the key to its success and longevity in the marketplace. Budweiser sales in the United States, dropped into a 6% deficit in the summer of 2012, with newer beers like Bud Light Platinum and Bud Light Lime making up about a percentage point of the brewer’s 21.5% market share. This was enough to convince them that new products are extremely lucrative for the brewer, so expect to see more product extensions in the near future.
AB InBev says that in addition to creating new products, the secret to gaining more market share also lies in their ability to reestablish their classic products. Later this year, the company plans to introduce an innovative Budweiser label, complete with a fresh, new marketing campaign. The company hopes this new branding will help renew the beer drinker’s faith in a classic American favorite.