Natural Light Goes Retro With 1979 Throwback Redesign
by Rudy Sanchez on 01/23/2023 | 2 Minute Read
Anheuser-Busch’s Natural Light, or Natty as it’s colloquially known, is a budget session lager most associated with the college drinking crowd. Its affordability and relatively low alcohol content make Natural Light an ideal fit for younger drinkers short on funds.
In the face of inflationary headwinds, beer prices increased 7.7% year-over-year from November 2021 to November 2022. Natty Light aims to broaden its consumer base and appeal to more consumers, especially those returning to light lagers after a dalliance with hard seltzers. The beer brand is doing so with a retro can design inspired by its 1979 packaging.
The throwback design performed in-house replaces the current white can with blue and red stripes and the gradient blue wordmark with the subtle A-B eagle graphic in the background. The old-is-new design keeps the white background but adds very late 70s gold touches like the vintage shield, eagle, hops, and stalks of grain.
Natural Light plans to roll out the vintage packaging nationwide starting in February. The decision follows a “completely off the charts” pilot run in North and South Carolina, Krystyn Stowe, head of marketing for Natural Light, told CNN Business.
Images courtesy of Anheuser-Busch.