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GREENSBORO, N.C.—The wall behind the bar at Jake’s Billiards has 69 taps offering beer choices that range from California’s Lagunitas Fusion 22 to Natty Greene ’s Buckshot, which is brewed across town. The last tap in the long row belongs to Budweiser, and it is about to be removed.
44% of 21- to 27-year-old drinkers today have never tried Budweiser, according to the brand’s parent company, Anheuser-Busch InBev NV.......the company has decided that persuading 21- to 27-year-olds to grab a Bud is the best chance to stop the free-fall.
Some interesting insights into the future of Budweiser marketing...
I just can't understand how one of the best ideas they can come up with is putting food colouring into Bud to increase sales.
No amount of marketing is going to convince a craft beer drinker to switch to drinking Bud. They really need to figure out why people are switching to craft, and it sure isn't because Sierra Nevada ran some expensive ads at the super bowl.
Worrying about bud's business is like worrying about a pro hockey player's paycheck. It's probably big, but has absolutely no useful bearing on humanity. Some businesses are better off ignored.
Brands are for cattle.
Fans are cash cows.
The herd will consume until consumed.
Mr. Perkins said the brand, which sponsors sports such as Major League Baseball and Nascar, plans to sponsor food festivals because 50% of 21- to 27-year-olds identify themselves as “foodies.”
I seriously doubt that anyone who even half seriously considers him or herself a foodie would drink more than one or two Budweisers a year, if that even. The misguided-ness of this plan is breathtaking, and says so much about the marketing mentality that believes all products are fungible; those under-performing just need to be sold better.
Mr. Perkins said the brand, which sponsors sports such as Major League Baseball and Nascar, plans to sponsor food festivals because 50% of 21- to 27-year-olds identify themselves as “foodies.”
I seriously doubt that anyone who even half seriously considers him or herself a foodie would drink more than one or two Budweisers a year, if that even.
I agree that the food festival angle probably won't work, but I know a lot of "foodie" friends who don't know anything about beer and are very happy drinking Bud, Coors Light, PBR or whatever other cheap beer is around. They'll spend $50 on some hyped up new food joint but balk at more than $5 a beer.
Mr. Perkins said the brand, which sponsors sports such as Major League Baseball and Nascar, plans to sponsor food festivals because 50% of 21- to 27-year-olds identify themselves as “foodies.”
I seriously doubt that anyone who even half seriously considers him or herself a foodie would drink more than one or two Budweisers a year, if that even.
I agree that the food festival angle probably won't work, but I know a lot of "foodie" friends who don't know anything about beer and are very happy drinking Bud, Coors Light, PBR or whatever other cheap beer is around. They'll spend $50 on some hyped up new food joint but balk at more than $5 a beer.
I think those people are called hipsters....
But if this marketing strategy worked for converse maybe it will work for Bud, after all the beer tastes like a pair of sweaty sneakers.
I don't always drink beer ... because sometimes my friends win and we have to go to macro-only establishments.
