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Rob McCarthy VP – Bud Light
Transcript of Home | AB InBev - Rob McCarthy...Connecting with Millennials 1 Bud Light Mega Strategy is Working 2...
Rob McCarthy VP – Bud Light
NOTES: Possible Reformat to conform to other presentations in NYC
Bud Light Mega Family
Bud Light will grow share of beer and share of throat
in the US
Unmatched Portfolio of Properties & Assets
Connecting with Millennials
Bud Light Mega Strategy is Working 1
2
3
Bud Light will grow share of beer and share of throat
in the US
Unmatched Portfolio of Properties & Assets
Connecting with Millennials
Bud Light Mega Strategy is Working 1
2
3
Bud Light Mega Strategy is working
Source: Internal Industry Estimates YTD Sept 2013
18.0%
18.5%
19.0%
19.5%
20.0%
20.5%
21.0%
21.5%
Launched 01/12
Launched 04/12
Launched 03/13
Mar
ket
Shar
e %
Bud Light Mega Market Share
Launched 04/08
Bud Light #1 Beer in America
Source: IRI MULC YTD week ending 10/13/13
US Market Share
28.7%
2.9%
20.5%
47.8%
Rest of A-B
Bud Light Extensions
Bud Light
Other
More people call Bud Light brands their “favorite”
today than ever before
Bud Light (Mega) Favorite Brand
+ 3% vs 2012
Platinum & the Ritas most successful launches
each of past two years
2012* 2013**
*Source: IRI Total MULC Year Ending 12-30-12, Change vs YAGO
**Source: IRI Total MULC Rolling 52 Weeks Ending 11-3-13 vs YAGO.
Dollar Share Growth
0.1
0.1
0.2
0.2
0.2
0.3
0.3
0.3
0.3
0.7
CORONA EXTRA
DOS EQUIS XX LAGER…
ANGRY ORCHARD CRISP…
MICHELOB ULTRA
LEINENKUGELS SHANDY…
BUD LIGHT LIME LIME A…
MODELO ESPECIAL
BUDWEISER BLACK…
REDDS APPLE ALE
BUD LIGHT LIME STRAW…
0.1
0.1
0.1
0.1
0.1
0.1
0.2
0.3
0.5
1.3
YUENGLING TRADITIONAL LAGER
LEINENKUGELS SEASONAL
SHOCK TOP BELGIAN WHITE ALE
STELLA ARTOIS LAGER
PABST BLUE RIBBON
DOS EQUIS XX LAGER ESPECIAL
MICHELOB ULTRA
MODELO ESPECIAL
BUD LIGHT LIME LIME A RITA
BUD LIGHT PLATINUM
Platinum created a “new segment in beer” and
the Ritas created a “category of their own”
COCKTAILS
VARIETY
ABV • RITUAL
BEER
REFRESHMENT • FUNEASY TO DRINK • CONVENIENCE
Platinum & the Rita’s represent the most successful launches of 2012 and 2013
50% 44% 44%
5%
3% 12%
1%
3%
2%
18% 24%
26%
26% 28%
16%
0%
20%
40%
60%
80%
100%
Platinum* Lime-A-Rita** Straw-Ber-Rita***
Hard Liquor Switching
Wine Switching
New Buyers
Category Expansion
Beer Switching
0%
20%
40%
60%
80%
100%
120%
Platinum*
Lime-A-Rita**
Straw-Ber-Rita***
50%
44% 44%
5%
3% 12%
1%
3% 2%
18%
24% 26%
26% 28% 16%
Hard Liquor Switching
Wine Switching
New Buyers
Category Expansion
Beer Switching
*Source: IRI Consumer Network Panel, TUS All Outlets, 17 Weeks Ending 5/20/2012.
**Source: IRI Consumer Network Panel, TUS All Outlets, 52 Weeks Ending 3/17/2013 vs. YAG
***Source: IRI Consumer Network Panel, TUS All Outlets, 17 Weeks Ending 7/21/2013 vs. YAG
Bud Light will grow share of beer and share of throat
in the US
Unmatched Portfolio of Properties & Assets
Connecting with Millennials
Bud Light Mega Strategy is Working 1
2
3
Bud Light became the Nation’s most popular
brand by always connecting with 21-27 year olds
Bud Light became the Nation’s most popular
brand by always connecting with 21-27 year olds
Today, Bud Light remains the #1 Favorite Brand
among Consumers ages 21-27
Favorite Brands – Ages 21 - 27
#1 With Millennials
(both Males and Females)
For much of 2013, we conducted significant consumer
research to identify the best way to evolve our strategy
“spontaneous”
“unexpected”
“go-to choice”
“versatile” “aspirational”
“catalyst” “relatable”
Research confirmed that Millennials EXPECT Bud
Light to lead beer advertising to a new place
Bud Light will grow share of beer and share of throat
in the US
Unmatched Portfolio of Properties & Assets
Connecting with Millennials
Bud Light Mega Strategy is Working 1
2
3
Bud Light has the most enviable set of properties
and assets in Sports & Music to activate behind
NFL remains an amazing property. Bridges across all
demographics, including 180 Million plus fans.
Sport in America with
181MM fans
200 Hours per season:
The amount of time the average
fan engages with the NFL
Top
8 of 10
NFL programs accounted
for 8 of the 10 most-
watched TV shows in 2012
Source: Scarborough Market Research, Nielsen, SportsBusiness Journal
#1
181 Million
Fans
Bud Light Hotel, in year 5, will be the best yet
Bud Light Hotel remains THE hottest ticket in NY
Bigger than previous
Bud Light Hotels
4000 Guests
4 days and 5 Nights of
the Hottest Parties Pandora, EA Sports, Pepsi currently signed
More in advanced discussions
54MM
54 million Earned
Media Impressions in
the four days after our
PR announcement
10x
The New “Cool Twist” aluminum bottle is a major piece of news for Bud Light in 2014
80% 70%
64%
And the aluminum bottle shape we’ve developed is resonating with consumers
Source: Quantitative Package Shape Design Study with Premium Light Beer Drinkers
Bud Light will grow share of beer and share of throat
in the US
Unmatched Portfolio of Properties & Assets
Connecting with Millennials
Bud Light Mega Strategy is Working 1
2
3
