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Bud Dry is rolled out nationally.

Bud Dry is rolled out nationally

Following a strong showing in test markets, Anheuser-Busch, Inc. introduced Bud Dry nationwide this week. The official announcement was made by senior brand manager August Busch IV during a press conference at the Waldorf-Astoria Hotel in New York City.

"The data from our test markets showed Bud Dry to be a resounding success," Busch announced. "Its performance has surpassed our expectations." According to Busch, Bud Dry received a 2-1/2 to three-percent share of its Texas test markets.

Busch reported that Bud Dry would be the most extensively funded new brand produced by any brewer. A television advertising campaign kicked off April 2nd, with two ads highlighting the product's brewing process.

"Within 45 days," Busch stated, "people and personalities will be added to the campaign. The emphasis of the campaign will be `It's not Bud, it's something new from Bud.'

"The dry beer segment is going to be a growing one," Busch continued, "we see consumers leaning towards lighter beers, and Bud Dry should appeal to them."

Busch said Bud Dry is distinct from its Japanese counterparts in that it is lighter and lower in alcohol. "The Japanese have a whole different concept," he said, "the products they're producing verge on malt liquors. They've got more alcohol and are generally heavier."

The assignment as brand manager is August Busch IV's first high-profile position with A-B. Previously he had worked in other capacities with the company, including stints on the brewery floor at A-B's St. Louis, MO, and Ft. Collins, CO, breweries. Of his new assignment, Busch said, "It will be a challenge, but I'm very excited about this product."

According to Anheuser-Busch, Bud Dry is brewed using the company's DryBrew [R] method. A-B says the DryBrew process converts more of the malt and grains to fermentable sugars. The brewer reports the sugars interact with the yeast "efficiently" during the subsequent fermentation, producing a beer with the "dry" taste sensation. The new product is being brewed at five of the 12 A-B breweries, and became available to consumers during the first week of April.

PHOTO : BUD DRY
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Publication:Modern Brewery Age
Date:Apr 9, 1990
Words:352
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