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Budweiser limited-edition BBQ packs return

Thursday May 21, 2015 at 5:43pm
Budweiser will be running a series of retailer-specific promotions to support the return of its limited edition BBQ packs for the summer season. The new packaging will be supported across all stores in an omni-channel approach, with messaging supporting the barbeque occasion – from impromptu summer gatherings and ‘planned events’, through to the ‘customary shop’ during barbeque season. In-store, POS will drive visibility of the campaign with sitings at front of store and in the beer, wine and spirits aisle, while key retailers will be running their own promotional overlays; giving shoppers the chance to win barbeques and barbeque-related merchandise to enhance the in-home experience. The new packs will be in-store from early July, and will run across a number of SKUs, including 8x440ml PMP, 10x440ml Can Fridge Pack, 12x440ml, 4x300ml Bottle Wrap and 6x300ml Basket Pack. With the six and 18 easy carry packs growing over 70% in the past year, Budweiser is rolling the initiative out across a wider pack range this year, including the 12 packs. Sunny Bhurji, head of trade marketing at AB InBev, says: “Summer is a key volume driver for beer in all sectors, with consumers enjoying the sunshine and celebrating with a Great British Summer Barbeque." Bhurji adds: "The attractive and disruptive design of the new packaging will help give Budweiser a competitive edge, appealing to various shopper missions, including ’the barbeque supply run’ and ‘planned events’. The format will also enable consumers to easily pick up their beverage and head to their summer event, whilst fitting easily in the fridge to ensure the beers are cold.”
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