Budweiser resists off-trade discounting in drive for authenticity

Budweiser is putting a new focus on quality and authenticity in its UK marketing - and is pledging to resist pressure to discount the brand in the off-trade.

Brewer Anheuser-Busch believes the trend for 'fun' advertising campaigns - typified by the global 'wassup?' campaign - means there is a 'lost generation' of UK consumers unfamilar with Budweiser's quality credentials.

The new brand campaign will use the slogan 'True Dedication'. Starting this month wiith activity including sampling in the on-trade, the message will be reinforced with TV ads and print and poster activity next month.

Pubs will also be offered posters and back bar point-of-sale emphasising the quality of the ingredients, the care that goes into the brewing process, and the heritage of the brand.

Vicki Kipling, Budweiser's UK marketing director said the company has resisted pressure to discount the brand in the off-trade in the run-up to Christmas, and had seen sales hold up well.

"We want to take our cue from the spirts and wine players by stressing the quality of the brand. We don't want beer to become a commodity," she said.

In a unique twist, consumers will be given an unbranded bottle and encouraged to sample the beer inside. The brand's name will be revealed via a text message. Tests of this promotion have shown that consumers will rethink their perception of the brand.

Kipling added: "Budweiser was first brewed in 1876 and today continues its legacy as a great-tasting, premium beer. We are celebrating our proud heritage and commitment to quality with the new campaign.

"The marketing activities will help consumers and our trade customers appreciate the effort we put into every Budweiser. We want them to rediscover for themselves that Budweiser is a brand born out of True Dedication."