Budweiser is bringing its Twist-Offs bottle to the UK, claiming to be the country’s first major beer brand to introduce the easy-to-open format.

Eliminating the need for bottle openers, the twist-off tops have long been familiar to US shoppers and come to the UK following research that found a strong consumer appetite for the serving benefits they provide, said Budweiser.

Available now across all SKUs at the same rsps as the pop-cap formats, the new packs will be supported by a multimillion-pound campaign comprising TV and digital advertising, PR, social media, and in-store activations.

“This is so much more than a packaging innovation for Budweiser,” said senior brand manager Aina Fuller. “Never again will consumers have to search high and low for a bottle opener, or battle to open bottles with their teeth.

“We’re proud to continue to lead the category in the UK by being the first major beer brand to bring twist-off caps to British consumers, ensuring they now never have to miss a minute of the action - like a goal in an exciting football match.”