潜水简介：
- 尽管在去年收购Sabmiller之后，AB Inbev仍有强烈的利润，但仍在努力与美国最受欢迎的啤酒品牌，芽灯遏制销售损失，据华尔街日报称。自2010年以来，Bud Light的市场份额从19％下滑到16％。
- CEO Carlos Brito said he believes the company’s “Famous Among Friends” ad campaign will improve volume sales and market share. “We believe the campaign has legs,” he said during a recent conference call with analysts.
- 然而，行业观察者并不是那么乐观。欧洲饮料分析师告诉报，“欧洲饮料分析师告诉报纸，”疲软就没有结束了“。
Dive Insight:
AB Inbev Ceo Carlos Brito对Bud Light的最新广告活动有很多信心，“在朋友中闻名，”which celebrates friends coming together over the beer. But Brito expressed a similar enthusiasm for the brand’s recent politically themed ad campaign starring Amy Schumer and Seth Rogan that kicked off during the Super Bowl. The celebrities tried to inject star power and humor into the brand’s image, but ultimatelyfailed to move the dial为美国畅销啤酒品牌。
A similar story played out with the company’s “Up for Whatever” ad series, which despite staging elaborate stunts like a full-size game of Pac-Man and ping-pong with Arnold Schwarzenegger, failed to lift sales of Bud Light.
实际上，芽光依赖于营销和广告，销售罐头，桶和瓶子的啤酒 - 许多行业观察员都受到批评的东西。在过去，该品牌依赖于扭曲盖等创新，铝罐较薄，冷标签，以及芽淡色石灰，石灰-A-rita和铂金等延伸。但该公司经历了许多最有前途的钟声和吹口哨，让它看到高级广告公司推动增长。
在Bud Light的主导地位，还有其他部队砍伐。整体啤酒消费掉了下来，一个趋势，符合更大的品牌特别困难。工艺啤酒也被切入了主流酿造的销售，但对于AB的Inbev和其他人的销售销售可能变得较少beginning to slip遵循多年的Breakneck增长。像Modelo Especial和Dos Equis这样的墨西哥啤酒可能会挑战，因为他们发现与淡啤酒饮用者共鸣。根据广告年龄, Modelo Especial recently overtook Bud Light as the top-selling beer in the Los Angeles market.
有些问题是公司的控制，但许多人是自我造成的伤口。AB Inbev正在看到芽光和其他品牌之间的一些销售征集，特别是其它低热量表演者Michelob Ultra。In an earnings call last year with analysts, Brito said “there is some cannibalization," adding Michelob Ultra is sold at a higher price point and doesn’t seem to cannibalize the same drinking occasions as Bud Light. He said the company is working hard to make sure there as few overlaps as possible between the two brands. To be sure, turning around Bud Light is not going to be an overnight success for AB InBev, but the beer giant is hoping that despite failed attempts, something will eventually work.
