Budweiser Draught is re-launching with a 4.3% ABV to boost sales in pubs and bars and compete with other draught lagers such as Foster's, Carling and Carlsberg.
Speaking exclusively to the Publican's Morning Advertiser, Budweiser's European marketing director Iain Newell said: "When we started looking for where the gaps were within our portfolio it was obvious we needed to push draught. In the on-trade, our target audience want to be drinking 4+% ABV not a 5% ABV, so we wanted to launch a more sessionable 4.3% ABV on draught.
"In terms of looking at Budweiser's competitive set, we are talking about the Foster's, Carlings and Carlsbergs of this world."
The relaunch of Budweiser on draught coincides with brand owner A-B InBev's heavyweight marketing investment and new positioning and packaging for the brand.
Support includes TV, outdoor and radio advertising to emphasise the anticipation of spending great times with friends, using the tagline Grab some Buds.
Pubs stocking Budweiser on draught will receive new fonts, countermounts, branded glassware and PoS material drawing attention to the beer's 'crisp cold' serve.
Newell added: "When you start looking at the overall campaign of TV, out of home and the investment in fonts and point-of-connection material you're running into millions and spending of at least £5m.
"By the end of this year we aim for Budweiser Draught to be in 5,000 outlets. We are in just over 1,500 now. Getting draught right for Budweiser is a game-changer for this brand.
"We've done well in the off-trade, but right now we need to focus back on the on-trade."
Budweiser Draught was originally launched by A-B InBev in the late 1990s.
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