Bud Light Next Launch Gets Spotlight at Grocers

Anheuser-Busch Inbev's recent launch of its first zero-carb beer, Bud Light Next, received extensive support across retailers, and on the blockchain with a NFT project from the brand.Nearly 10 years in the making, Bud Light Next boasts zero carbs, 80 calories and 4% alcohol by volume. According to a January media release from the brewer, Bud Light Next has a "clean and refreshing taste" and is geared toward adult consumers looking for a beer that "breaks the barriers of a traditional lager and offers the sessionability and stats of a seltzer." The beer launched Feb. 7 in 6- and 12-packs of 12-ounce cans, and ranges in price from $8.48 to $16.49, depending on the pack size and retailer. Bud Light Next earned secondary merchandising space across several grocers at launch. The Path to Purchase Institute spotted the packs stocked at: Albertsons Cos.' Jewel-Osco stores on an endcap with an elaborate header depicting a larger-than-life can, and a case stack with a pole topper positioning the beer as new and communicating a "brewed for what's next" slogan.Kroger's King Soopers via a spectacular encompassing 12-packs stacked in a circle that worked to both mimic the shape of a can and function as a dump bin for private label Simple Truth chips. A standee next to the display communicated the beer's "zero carbs" and brand slogan.Ahold Delhaize's Martin’s via a floorstand positioning the new beer's “super crisp” quality, and as a case stack with an affixed sign at sister chain Hannaford. In addition to traditional P-O-P support, Bud Light drummed up additional excitement underscoring the innovative nature of the brew by launching its first-ever non-fungible token (NFT) project, “Bud Light N3XT Collection.” Dropping Feb. 6, the collection comprised 12,722 unique tokens designed with color cues from Bud Light Next, celebrating the passion points of today’s 21+ consumers, according to the media release. Shopper who purchased a NFT as part of the project had the opportunity to vote on Bud Light Next merchandise, access to Bud Light NEXT brand and partner events, and other surprises. Bud Light Next NFTs were available to shoppers over 21 years old for $399 per token, and are now sold out, according to BudLight.com/NFT. The brand also staged a #SpotAZero sweepstakes, awarding seven winners $10,000. Consumers entered Feb. 7-18 on Twitter, Facebook or Instagram by sharing objects or places containing or resembling a zero, and using hashtags #SpotAZero and #Sweepstakes. Social media posts and TV spots (see one below) were also part of the marketing plan for the new beer. “Today’s consumers are all about breaking barriers, being trailblazers and setting their own path," said Andy Goeler, vice president of marketing for Bud Light, in a media release. "We are proud to introduce this new super crisp beer, which is brewed to meet their evolving taste preferences.”

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