Bud Light Makes $100 Million Bet On Hard Seltzer
by Rudy Sanchez on 11/22/2019 | 2 Minute Read
White Claw summer shows no signs of waning, with AB InBev launching a new line of hard seltzers set to debut in the spring of 2020. Bud Light Seltzer will come in assorted fruit flavors, contain 5% alcohol, and carry the familiar Bud Light branding.
Bud Light’s new brand comes as hard seltzer is experiencing rapid growth but little household penetration. Despite controlling half the segment, only 4% of households have purchased a White Claw. The uncaptured market presents an opportunity for beer leader Bud Light to hold their consumer base by satiating their bubbling curiosity in spiked sparkling water. Corporate parent AB InBev is investing $100 million on the strategy, despite already having established brands in the hard seltzer category, selling products under the Bon & Viv and Natural Light brands. The new beverage targets the same broad consumer base that drinks Bud Light who are aware and perhaps interested in all the ballyhoo over boozy, fizzy water.
The branding and package design by JKR incorporate the familiar visual elements of Bud Light with those typical of the hard seltzer category. The white cans sport Bud Light’s signature AB crest in a ghost-like grey, as well as Bud Light’s current logotype in the familiar dark blue. A touch of color is added to each can, representing one of four flavors, Black Cherry, Lemon Lime, Mango, and Strawberry.
Still unclear is whether hard seltzer will continue to grow or if it’s a fad that will give way to a new boozy drink in 2020. Late entrants like Bud Light and Four Loko are betting that hard seltzer has the momentum of rosé and not that of Zima. Either way, the boozy, bubbly cooler just got that much bigger.