Bud Light Platinum is Coming! Are You Ready?

Bud Light Platinum is Coming! Are You Ready?

 January 27, 2012 

New products are the life's blood of the grocery industry. They engage consumers, keep assortment fresh and relevant, invigorate the shopping experience, and provide for incremental purchases. One of the keys to capitalizing on new products is being the first to market upon introduction so that initial trial quickly becomes a repeat purchase at your IGA store. With that in mind, today I'd like to deliver the inside scoop on Bud Light Platinum, a new Anheuser-Bush product launching on Jan. 30.

With the launch of Bud Light Platinum, Anheuser-Busch is creating a brand new category of premium light beer-one that delivers bold, smooth and effortlessly sophisticated product with light beer's signature fun, social personality. Why introduce a new platinum product now? Because consumers are ready for a premium beer that is both refined and unpretentious. Platinum is a unique light golden lager that is triple-filtered to deliver the signature smooth Bud Light finish, yet slightly sweeter to appeal to the consumer who balances beer consumption with both wine and spirits. 

Make It Platinum

Anheuser-Busch has a full portfolio of marketing support behind Bud Light Platinum, including print, digital and social media, outdoor, and television. There will also be an exclusive 30-second commercial during Super Bowl XLVI that is sure to drive consumers to your IGA! Below are some recommendations that will help you capitalize on this excitement:

• Get the word out. Utilize print, digital, and in-store advertising to alert consumers that your IGA has this exciting new product.
• Grab shoppers' attention with well-placed displays. Execute strategically placed, key traffic area displays—both in and out of department—to enhance the points of connection.
• Make the best of merchandising opportunities. In the cooler, merchandise Platinum between the Premiums and the National Crafts with Bud Light Lime, allowing for incremental purchase opportunities across segments.
• Make sure there's enough to go around! Monitor inventory levels to ensure you have sufficient levels of 6-pack bottles for trial and 12-pack bottles for repeat purchases.

As always, please feel free to contact me if you have any questions.

Cheers and good selling!

Chris Parker