Bud Light will start appearing across a wide range of on-trade outlets from the first week of March.
AB InBev marketing director Nick Robinson outlined the company’s plans to get the beer into the trade and who its target market is.
Evolving preferences of today's consumer
He said: “Our intention is to inject energy and excitement into the UK beer category and we believe Bud Light is perfectly placed to do so by responding to the evolving preferences of today’s consumer.
“Our research shows younger drinkers, in particular, want a beer with a lighter taste, fewer calories and lower ABV – all things Bud Light delivers as a stand-alone, premium light alternative.
“It is the most popular beer brand in the US and is vastly popular among drinking-age Millennials, who view it as the leading lager to accompany relaxation and bonding.
“A high proportion of UK consumers are already aware of Bud Light and its success Stateside and we are frequently asked when it will be made available here.”
Significant promotional campaign
The 3.5% ABV beer is available on draught, in 440ml aluminium cans and 500ml stock keeping units for wholesales, using the same packaging design and branding as the American version.
The launch will be supported by a fully integrated multimillion-pound marketing campaign that includes TV advertising, print and digital spend alongside extensive PR and social media activations.
It will also kick start a significant online and offline promotional campaign with a major focus on sampling to encourage both initial and repeat purchasing.