Bud Light drives AB InBev’s UK sales

By Nicholas Robinson contact

- Last updated on GMT

Driving sales: investment in Bud Light's launch is impacting UK sales
Driving sales: investment in Bud Light's launch is impacting UK sales

Related tags: Pale lager

Global beer giant AB InBev (ABI) has reported strong growth in the UK, driven by the launch of Bud Light earlier this year, according to a third-quarter update.

Premium and super-premium beer had also provided a boost to UK sales, as consumers continue to look towards the categories.

Momentum in the UK had remained strong in the third quarter of 2017, said ABI president for north Europe Jason Warner.

Globally the business saw revenues up 3.6% over the period, however, total beer volumes declined by 1.2%, which is in line with consumers’ increased uptake of premium and super-premium products.

“We are leading the premium lager category with an unrivalled portfolio of high-performing, global brands and are also having a big impact on the core lager category, which is now back in growth, largely thanks to the arrival of Bud Light earlier this year,” said Warner in a statement.

Stella Artois remained the brewing behemoth’s number one brand in the UK, and holds the top spot as the UK’s number-one alcohol brand and best-selling beer brand in the off-trade, he added.

“This is followed by Budweiser, which is growing fast and is now the biggest contributor to category growth,” continued Warner.

“Corona remains the best-selling world lager brand and has had a fantastic quarter, with its presence at summer festivals around the country.”

Beer with Vice​ magazine

Last month the brewer launched a beer in conjunction with media brand Vice​ – Old Blue Last – which had already been released in the US, as well as Budweiser Prohibition – an alcohol-free version of Budweiser.

“The rest of the year will be important for the UK as we continue to focus on growing the category, supporting our retail and on-trade partners and exciting consumers with our plans for Christmas and 2018,” he said.

Following several media briefings with Warner, The Morning Advertiser ​understands the brewer will be launching a number of major campaigns in the coming months, with a key focus to drive business in to pubs.

Related topics: Beer

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