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Bud Light Seltzer is launching a new campaign to resolve some issues related to misconceptions about the product. Most people think that this drink contains beer thus, some people avoid it.
In truth, Bud Light Seltzer has always been beer-free, so it wants to straighten out the misunderstandings and prove that it has zero percent content. Anheuser-Busch InBev created the “100% Hard Seltzer, 0% Beer” campaign to quash the mistaken belief.
As part of its new promotions for Bud Light Seltzer, the beverage and brewery company unveiled a newly-developed card game and a new limited edition Sangria Splash variety pack of the brand’s seltzer drink. The game was made in collaboration with Rabble Games and it is expected to help people understand there is no beer in the flavored sparkling beverage.
Steve Wolf, Bud Light Extensions’ vice president of marketing, told CNN Business that the people’s misconception about Bud Light Seltzer is actually a big barrier to the brand’s growth. This is because many people do not even want to try the product as they think it contains beer.
With the latest campaign, Anheuser-Busch hopes that consumers will now consider the Bud Light Seltzer products. The company also carried out a survey and discovered that a good number of individuals see the Bud Light seltzer as another alcoholic line.
“We launched Bud Light Seltzer with the Bud Light name in 2020 because it came with immediate benefits in terms of recognizability and distribution,” Wold told the publication. “Understandably, it comes with some confusion that we need to make sure we hit directly on to make sure people are very clear about what is in our product.”
In a separate press release, the marketing VP of Bud Light Extensions further said, “Since our inception, Bud Light Seltzer has always been about bringing new, bold, and delicious hard seltzer flavors to market, BUT due to our Bud Light name people still think there is beer in our great tasting seltzer; 54% of people to be exact and that is why our new campaign makes it crystal clear - Bud Light Seltzer is ‘100% Hard Seltzer, 0% Beer.’”
