Budweiser Budvar is planning a big push behind its super-strength variant in the UK in 2006, which it believes has the potential to become a major success story.
The 7.6% abv Bud Super Strong, sold in the UK as Bud Premier Select, has been trialled in the off-trade for the past 18 months with initial listings in the C&C market as well as Majestic and some Co-op branches.
Jon Whittle, Budweiser Budvar’s off-trade controller, said that from January the company planned to focus marketing activity more on the alcoholic strength of the beer, which he said would ensure consumers understood the premium price point of £1.59 per bottle.
The company will develop multi-buy formats with multiple retailers as well as sampling activity. “It is more for the mature connoisseur of beer rather than a wide audience,” said Whittle.