Bud Light Platinum Upsizes

New 22-ounce size created for the c-store industry, Brito says

Jennifer Bulat, Group Director of Editorial Production, CSP

Carlos Brito

SALT LAKE CITY -- It was made just for us. As part of his presentation on best-in-class leadership insights at CSP's Outlook Leadership 2012 conference in Salt Lake City this week, Carlos Brito, CEO of Anheuser-Busch InBev, announced the rollout of a 22-ounce version of Bud Light Platinum.

Introduced earlier this year, Bud Light Platinum has been the most successful new beer launch of 2012. More than a million barrels of the product sold in five months.

The company launched Bud Light Platinum, an upscale version of its best-selling label, on Super Bowl Sunday in early February. Geared to be a higher-end version of its namesake, it is a clear light lager, though one with "considerably more punch" than Bud Light--6% alcohol by volume compared to 4.2.

The beer debuted in a 12-ounce cobalt blue bottle in six packs and 12 packs. Its tag line is "top-shelf taste" (see Related Content below for previous CSP Daily News coverage).

The new 22-ounce package, created specifically for the c-store industry, is being introduced this week.

The second most successful launch of the year came through Bud Light Lime-a-Rita, which has sold two million cases.

Brito also spoke about the company's pending acquisition of the remaining 50% of Grupo Modelo. He said he's "very excited" about what having the Corona brand in the AB InBev stable, along with a stronger footprint in Mexico, will mean for the company on a global scale.

AB InBev and Grupo Modelo SAB de CV entered into an agreement in June under which AB InBev acquired the remaining stake in Grupo Modelo that it did not already own for $9.15 per share in cash in a transaction valued at $20.1 billion (see Related Content below for previous coverage)

When asked about beer's role in the future of the c-store industry, Brito said the first thing is having a "quick in and out" and having what consumers want. "Understand their trips and have the assortment and layout designed around those needs," he said. Second, the advantage this channel has to offer cold beer and the right beer in the right assortment is crucial.

The next goal for AB InBev, Brito said, is to make Budweiser (his favorite beer) a global beer brand. "Budweiser essentially represents the American dream in a bottle," he said. Budweiser is now present in 80 countries.

And the company's ultimate goal: "Our dream is to be the best beer company in a better world."

A-B InBev has more than 200 brands, including six of the 10 most valuable beer brands in the world.

By Jennifer Bulat, Group Director of Editorial Production, CSP
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