If Miller “is this set on imitating our kingdom,” says the Bud Light king in a just-released spot, “may I suggest also imitating us by putting an ingredients label on your packaging. People want to know what ingredients are in your beer.”
Adds Andy Goeler, vp-marketing for Bud Light at Anheuser-Busch: “In the real world, people want to know what’s in their beer. We hope MillerCoors is also planning to imitate us by adding ingredient labels to their packaging. It’s good for the consumer and the right thing for the beer industry too. Our focus on transparency has always been motivated by consumers, and Bud Light is going to continue to push transparency forward and give them what they demand.”
“Our strategy is working,” he crows, not that Bud Light’s key brand health metrics (consumption, consideration, penetration) are all at three-year highs.
“Over the past 12 weeks, we have seen share trend improvement for Bud Light in the premium light segment – based on IRI data,” Goeler says, adding that according to BeerBoard Insights, Bud Light was the No. 1 overall brand on St. Patrick’s Day for on-premise sales.”
To be sure, Goeler acknowledges, Bud Light was down 5.3% versus 2018. But Miller Lite came in at No. 2 dropping 15.7% from last year, and Coors Light dropped to No. 4 with a 28.9% decline versus 2018