A-B Tests New Brew

Discussion
May 29, 2003
George Anderson

By George Anderson


Anheuser-Busch, the world’s largest brewer, is testing a new Pilsener-style beer the company hopes will achieve the same success in the high end of the category that A-B enjoys in the premium and light beer segments with Budweiser and Bud Light.


The new beer, Anheuser World Select, was developed as a result of input from brewmasters around the world. World Select’s advertising campaign seeks to play up this aspect of the beer’s development with the tagline: “10 Brewmasters. Four Continents. One Beer.”


A-B will initially test market World Select in 10 markets internationally before deciding on a further rollout.


Mark Swartzberg, beverage analyst, Legg Mason Wood Walker told the St. Louis Post-Dispatch, “If positioned properly, (Select) could be a meaningful brand for Anheuser-Busch.”


Moderator’s Comment: What are your thoughts on Anheuser-Busch’s
World Select?


If you own all the segments, you own the category. [George
Anderson – Moderator
]

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