USA: Anheuser-Busch designs new bottles and packaging for Michelob
Anheuser-Busch will unveil a Michelob makeover in February with new bottles and secondary packaging for Michelob Lager, Light and AmberBock touted at POP as "Distinct by design."
The relaunch, to be supported by TV, print, radio and outdoor, will also flag the reformulation of Michelob and Michelob Light to all-malt brews. Lead agency and budget were not disclosed. A-B spent a combined $1.2 million media spend for all three brands January-November 2006, per Nielsen Monitor-Plus.
The brew, long dubbed as "a beer for connoisseurs," has been made with imported hops, a high percentage of two-row barley malt and adjuncts like rice and corn. Those adjuncts will be gone from the new recipes. A new embossed tear drop bottle is intended to give Michelob a "worth more" look as it tries to stay in the super premium niche among imports and specialty brews. A-B had adopted the microbrew practice of creating seasonal beers—such as Michelob Seasonal All Malt Lager in 2004-05—and sample cases. Yet the redo is not intended to align Michelob with craft beers, say wholesalers. Rather the strategy is to bring the brand closer to its original roots and target, which are older consumers. Product literature describes the target as 28-54-year-old drinkers who might be drawn to a beer with "more robust malty body and distinctive hop character." A-B was not available for comment.
With the exception of Michelob Ultra Amber—which made its debut last February supported by a Super Bowl XL TV spot, via Cannonball, St. Louis—the Michelob family has been sliding. Michelob Light dropped 9.8% from 2005 to 2006, Michelob Lager is down 16.3% and Michelob AmberBock slipped 2.4%, per IRI. And Michelob Ultra declined 9.2% despite raising media spend from $39 million in 2005 to $45 million January-November 2006. Ultra will inherit new flavors that were tested last year on a niche brand of pilsners called 9th Street Market, including lime cactus, orange grapefruit and pomegranate raspberry.
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