Bud Light packaging to be more blue, pitch "drinkability" next year

Bud Light is going blue.
The nation's best-selling beer is giving its cans and bottles a makeover next year, with a focus on the color blue and the brand's new emphasis on refreshment and what the brewer calls "drinkability."

The change comes as analysts say more people are buying beer instead of higher-priced wine and spirits. Anheuser-Busch, the St. Louis-based U.S. unit of Anheuser-Busch InBev, first introduced the concept of drinkability with a series of ads in early October telling drinkers the Bud Light brand has flavor and won't fill them up.


Then, it bumped up the release of the second wave of its $50 million advertising campaign for its best-selling brand to Thanksgiving, pushing that message further. Next comes the packaging. In March, Anheuser-Busch will launch new cans and bottles dominated by a vibrant blue, pulling away from a blue and red combination. The new packaging also includes an image of a splash on the side, like a wave, and words pitching Bud Light's "refreshment" and "drinkability."
"As the choices continue to grow for consumers, you also have to tell them what is it about this brand in the bottle," Keith Levy, vice president of marketing, said Thursday.
The market for beer could be expanding.

For more of this story CLICK HERE