Bud Light Marketing Strategy

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Introduction (Ariane)
Anheuser-Busch is the leading American brewer, holding a 47.6 percent of shares of U.S. beer sales to retailers. Anheuser-Busch operates 12 breweries across the United States, brewing the best-selling beers, Budweiser and Bud Light (Anheuser-Busch, “About Anheuser-Busch”). It distributes these beers as well as many other popular brands through a strong network of more than 600 independent wholesalers. Anheuser-Busch has also had success as a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years (Anheuser-Busch, “About Anheuser-Busch”).

In addition to its best-selling brands, Budweiser and Bud Light, Anheuser-Busch offers a variety of other alcoholic products including the
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This begins first with the types of ingredients that are used to manufacture the beer. According to Anheuser-Busch, there are five key ingredients within every beer: malt, hops, rice, yeast, and water (Anheuser-Busch, “Quality Ingredients”). Malt is known as the “soul” of beer. The process of creating malt includes soaking barley kernels in water, germinating the seeds and then drying them in a kiln (Anheuser-Busch,“Quality Ingredients”). Hops are known as the “spice” of the beer which adds the beer’s aroma and bitterness. The addition of hops balances the sweet malt flavors (Anheuser-Busch,“Quality Ingredients”). The clean, crisp taste in Anheuser-Busch beers is attributed to the addition of rice as an ingredient. Due to this, Anheuser-Busch is the largest buyer of rice in the United States (Anheuser-Busch). Yeast is an ingredient that adds flavor to the beer and is directly descended from the Budweiser yeast culture that was first used in 1876 (Anheuser-Busch,“Quality Ingredients”). The most important ingredient in Anheuser-Busch beers is water, accounting for 92% of the finished beer. To meet the highest-quality standards of beer, the water must be clean, clear and colorless. However, to be provide this to consumers, Anheuser-Busch had to rethink its process of how water is sourced and used to save from incurring high costs (Anheuser-Busch,“Quality

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