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IGA and Anheuser-Busch... Working Together to Connect with Consumers

Author: Rosanne Leake

The Independent View

 Rosanne Leake

IGA Red Oval Partner Perspective

January 04, 2010

We at Anheuser-Busch take our position as the category leader seriously and are dedicated to our opportunities to provide insight to IGA Retailers. As an exclusive Red Oval beer partner for IGA, we're confident we can provide recommendations and insights that will help you leverage the beer category to increase sales throughout your store.

At Anheuser-Busch, one of our primary goals is to create brand loyalty among adult beer consumers while providing grocers with opportunities to expand beer into other areas of their stores via cross-merchandising. One of the most successful avenues of cross-merchandising is pairing beer with food. This can be done through special promotions or by developing beer displays that form an immediate connection with other food products in consumers' minds.

Once established, maintaining brand loyalty is extremely important to the category. While there are many ways to do this, innovation plays an important role. Anheuser-Busch is here to help with new brand extensions—such as last year's roll-out of Bud Light Golden Wheat or this year's launch of SELECT 55—and with new advertising, packaging and promotions that resonate strongly with consumers.

During the first quarter of 2010 Anheuser-Busch is giving you the opportunity to connect with customers through our sports and active lifestyle promotions. The year kicks off with our Michelob ULTRA Resolutions promotion to address the trend toward beginning the New Year with an active lifestyle. February brings Budweiser's support of the U.S. Olympic Team and a new NASCAR season, along with Budweiser and Bud Light's advertising presence in professional football's big game. We close out the first quarter with Bud Light's support of a March basketball promotion.

As always, feel free to contact me directly if you have questions about these or Anheuser-Busch promotions, or for additional insights on how to increase beer category sales in your store. We're proud to be a Red Oval partner, and I look forward to working with you throughout the year.


Rosanne Leake 
National Retail Sales