USA: Michelob ULTRA and New ULTRA Amber join the aluminum bottle club
Anheuser-Busch’s Michelob ULTRA and Michelob ULTRA Amber have joined the company’s popular collection of brands available in aluminum bottles, Anheuser-Busch released June 14. The sleek, modern 16-ounce aluminum bottles feature high-gloss graphics and visually striking designs and are particularly popular among contemporary adult beer drinkers, many of whom say the innovative package makes the beer feel and taste colder.
Starting June 19, Michelob ULTRA and Michelob ULTRA Amber aluminum bottles will be made available in bars, clubs, restaurants and supermarkets across the United States. Both bottle designs feature a contemporary silver base color with a blended oval design in the center, in blue and dark amber respectively, that displays the brands’ distinctive logos. They are available in four-, 15- (starting June 26) and 24- (loose) packs and are being supported by a line of point-of-sale materials.
“We’re always looking for innovative ways to reach adult beer drinkers, whether through creative packaging or new products such as Michelob ULTRA Amber, which has experienced strong results since its introduction in February,” said Eduardo Pereda, Director, Michelob family, Anheuser-Busch. “It’s important to keep beer fun, relevant and in step with the changing preferences of adults who enjoy beer, and aluminum bottles are a great way for us to further enhance the beer-drinking experience for many of our brands.”
This versatile packaging is ideal for contemporary adults searching for a fun, stylish and tasteful looking beverage that complements their image when out at an upscale club or bar, but it is also practical for those attending outdoor events where non-breakable containers are important.
“Today, like never before, social settings and drinking occasions set the stage for what beverages contemporary adults choose,” Pereda said. “Consumers who prefer to drink their beverage of choice from bottles are looking for non-breakable options for their outdoor activities and sporting events. Providing them with new and modern packaging, such as the aluminum bottle, fits into the image they want to convey and the lifestyle they want to pursue.”
Consumers’ ongoing desire for aluminum bottle packaging has driven an overwhelmingly strong demand, which continues to grow at a tremendous rate. Last year, the demand for aluminum bottles was so high that bars and restaurants were selling out, which led Anheuser-Busch to double its capacity for the package by fall. This year’s first quarter sales increased 602% over the same 2005 period, and sales to retailers are expected to continue this upward trend into the summer months.
The aluminum bottle is the latest example of Anheuser-Busch’s commitment to offering innovative packaging. Other packaging innovations, and examples of the company’s commitment to customization, include:
Aluminum bottle design variations - Bud Light aluminum bottles are now printed with ultraviolet (UV) ink, which makes them glow in bars and clubs with ultraviolet lighting. Bud Light UV aluminum bottles also have been created for special events such as Halloween, the NBA All-Star Game and Bud Light Maxim parties that are held across the country. Other seasonal limited edition bottles have been introduced for popular holiday occasions such as St. Patrick’s Day and Cinco De Mayo.
Shrink wrap bottles - This technology has been used for a variety of seasonal occasions such as the Bud Light 7-ounce festive bottle featuring six different designs to celebrate the winter holiday months, a winter ski resort bottle and a summer beach resort package in appropriate markets. Budweiser also has used this package to celebrate special events such as the Bud Bowl in Detroit, as well as for commemorative purposes including its limited edition Dale Earnhardt Jr. packaging.
Silhouette bottles - Shaped like bowling pins, these bottles are popular in bowling alleys and are available for Anheuser-Busch’s Budweiser, Bud Light and Bud Ice brands.
Applied plastic labels (APL) - Bud Light introduced the new clear label in 2004 to reinforce the brand’s fun, social and contemporary image. This sophisticated and premium image is popular among adult beer drinkers, and is also featured on Budweiser Select and Michelob ULTRA Amber glass bottles.
Michelob ULTRA and Michelob ULTRA Amber join Budweiser, Bud Light, Budweiser Select, Michelob, Michelob Light and Anheuser World Lager as brands available in aluminum bottles. Starting May 22, a 15-pack option became available for Anheuser-Busch’s Budweiser, Bud Light and Bud Select brands, and also will be available for Michelob ULTRA and Michelob ULTRA Amber.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.8% share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50% share in Grupo Modelo, Mexico’s leading brewer, and a 27% share in Tsingtao, the No. 1 brewer in China. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2006. Anheuser-Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans.
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