Anheuser-Busch hires Spike Lee as beer champion
Anheuser-Busch has identified that its main rival in the battle to convince US consumers to drink more Budweiser is wine and spirits rather than its closest beer competitors.
In response to the decline in domestic beer sales, the brewing giant has switched tactics and hired film director Spike Lee to make a series of adverts encouraging consumers to drink beer. The new campaign, Here's to Beer, will feature celebrities talking about with whom they would most like to share a beer. It's about connection, you know. It's about something that's very social. It has a deeper meaning, said Robert Lachky, the company's executive vice president for global industry development. Spike Lee will also star in one of the adverts and chose the late Brooklyn Dodger star Jackie Robinson as a drinking buddy. The first advert aired on Super Bowl Sunday and more than 200,000 people have visited the company's website since.
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Until recently, the beverages market was divided simply between alcoholic and non-alcoholic beverages. As consumers’ tastes grew more sophisticated and demand surged for a variety of beverage options catering to lifestyle changes and health concerns, the beverages industry has responded with a dizzying array of options to choose from. This report focuses on the U.S. and world markets for beverages across several broad categories. For the purposes of this study, TriMark Publications has divided the global beverages markets into the following product segments include: 1) alcoholic beverages such as wines, beers and spirits; 2) non-alcoholic beverages such as bottled water and milk; 3) brewed beverages such as coffees and teas; 4) carbonated beverages such as sodas and soft drinks; 5) non-carbonated juice products both fresh and pre-packaged; and 6) energy drinks which are generally caffeinated beverages in both carbonated and non-carbonated forms. For each market segment, this study presents the latest information on size, growth rates, sales projections and factors influencing growth in the U.S. and internationally. Reports Buy online from $449
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