LyrArc Article Gist
With Bud Lights sales declining for the last 3 years, Anheuser Busch is responding with new "craft" beers and new malt beverages which have the taste of iced tea and tequila. Anheuser has 46.9% of the U.S. market, down from 48.9% in 2008, according to Beer Marketer's Insights. Shipments declined by 3.2% in 2011. The emergence of many small independent "craft" beers as consumers look for variety and new alternatives, has cut into sales for Anheuser and MillerCoors. MillerCoors, a joint venture between London based SABMiller and Denver based Molson Coors Brewing, is increasing its advertising budget by 50% to boost Miller Light. In the U.S. "craft" breweries increased production by 13% in 2011, reaching 10 million barrels according to the Brewers Association. This is 5% of the total market in the U.S. of 200 million barrels. Anheuser's new product introductions include Bud Light Platinum, with higher alcohol content, and new packaging, which has taken a 1% share in the market. Anheuser has a research brewery which is trying out new beers- one is a wheat India Pale Ale with its strong taste, introduced under its Shock Top Label. In the malt beverage category Anheuser has Bud Light Lime-a- Rita, with 8% alcohol coming to stores in April, that has the flavor of margarita. Anheuser is also heavily promoting its Belgian beer Stella Artois, which increased sales by 24% in 2011, to reach 1 million barrels. Another strategy is buying craft breweries, such as Chicago based Goose Island, which Anheuser acquired for $39 million in 2011.