Budweiser’s low-cal variant Budweiser Select officially rolls out nationally after prior availability only in the St. Louis area.
Tapping into the beer category’s emerging “healthier for you” trend, Budweiser Select has 99 calories, 3.1g carbs and 4.3% ABV per 12-oz serving. The product first launched in 2005 in select markets.
“Budweiser Select is a staple in St. Louis, so we’re excited to bring it back to consumers across the country with a full national distribution,” says Monica Rustgi, VP of marketing at Budweiser. “We found that Bud lovers are looking for more beer options that are lower in calories, but they don’t want to sacrifice taste when it comes to their beer. Reintroducing this fan favorite is just another way we’re continuing to innovate to meet the needs of our consumer.”
Support for the national launch includes new TV and digital ad campaign, featuring a series of lie detector tests to “dispel any doubt that Bud Select isn’t both full-flavored and light on calories,” the company says. That campaign also includes an MLB sponsorship, national media and XM radio buy, as well as in-stadium signage with a focus on Opening Week and social media giveaways.
Budweiser has also launched the Live Like A King Sweepstakes. Consumers over the age of 21 can enter via Facebook or Twitter by sharing why they deserve to win the “ultimate Budweiser Select fan experience.” That includes a private brewery tour, a meet-and-greet with the Clydesdales, a Budweiser Select fridge, merch and more, using #BudSelectMe and #Sweepstakes and following @budweiserusa.
Budweiser Select is now available wherever Budweiser is sold. It comes in 12-oz. bottles in a 6-pack and 12-pack, and 12-oz. cans in a 12-pack, 24-pack and 30-pack.