Demand for Bud Light Platinum, the newest addition to the Bud Light megabrand, is outpacing expectations. In response, Anheuser-Busch is expanding production of Bud Light Platinum to three breweries. Brewing has already begun in A-B’s St. Louis and Columbus, Ohio, breweries, with its Ft. Collins, Colo., brewery set to follow suit in June.
“We’re optimistic we have a winner on our hands with Bud Light Platinum,” said Luiz Edmond, zone president, North America, Anheuser-Busch. “Trial and repeat purchases have been tremendous since the first ads aired during the Super Bowl, and while supplies were tight in the first few months, having to double the number of breweries producing Bud Light Platinum is a great problem to have.”
Bud Light Platinum will continue to be brewed at Anheuser-Busch’s Baldwinsville, N.Y., Cartersville, Ga., and Los Angeles breweries in addition to the three new locations, placing Bud Light Platinum production in half of Anheuser-Busch’s 12 U.S. breweries.
Based on IRI Symphony data, Bud Light Platinum has proven to be the most successful brand launch in the U.S. alcohol industry since 2005. Within two weeks of launch, Bud Light Platinum reached more than 90 percent distribution and through April 1, 2012, claimed a 1.4 percent market share.
Bud Light Platinum is available nationwide in cobalt blue 12-ounce glass bottles in six- and 12-packs.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.3 percent share of U.S. beer sales to retailers. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer. Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.